“卧兔”到“脱兔”——大白兔奶糖品牌形象的转化与重构  

作　　者：汪梅 

机构地区：[1]芜湖职业技术学院

出　　处：《网印工业》2024年第11期38-41,共4页Screen Printing Industry

基　　金：芜湖职业技术学院科研课题“非物质文化遗产融入动画作品中对文化传播的影响”(项目编号:wzyrwzd202424)的研究成果

摘　　要：“兔”在中国神话传说、诗词歌赋中就显示出文化的丰富性和经典的多样性。文章研究了大白兔如何从借鉴英国糖果图式到自主创新的艰难历程,市场激烈竞争与品牌的老化,是促使大白兔奶糖品牌形象从“卧兔”到“脱兔”创新性重构的重要因素。再通过形象转化、市场反思及跨界合作等有效策略,打通了企业与消费者之间更为亲密的情感联络,在市场的销售中得到了积极的回应,成为艺术介入国货的一则佳例。“Rabbit”in Chinese mythology,legends,poetry,and songs demonstrates the richness of culture and the diversity of classics.The article studies the difficult process of how the White Rabbit went from borrowing British candy patterns to independent innovation.The fierce competition in the market and the aging of the brand are important factors that promote the innovative reconstruction of the White Rabbit milk candy brand image from“lying rabbit”to“removing rabbit”.Through effective strategies such as image transformation,market reflection,and cross-border cooperation,a closer emotional connection between enterprises and consumers has been established,which has received positive responses in market sales and become a good example of art intervention in domestic products.

关 键 词：大白兔 “卧兔” “脱兔” 品牌形象 转化与重构 

分 类 号：F426.82[经济管理—产业经济] F273.2