国潮品牌意义:维度探索与量表开发  

The China-chic Brand Meaning:Dimension Exploration and Scale Development

作　　者：张燚 韩雨彤 ZHANG Yi;HAN Yutong(School of Journalism&Communication,Southwest University of Political Science&Law,Chongqing 401120,China)

机构地区：[1]西南政法大学新闻传播学院,重庆401120

出　　处：《四川轻化工大学学报(社会科学版)》2025年第1期1-14,共14页Journal of Sichuan University of Science & Engineering:Social Sciences Edition

基　　金：国家社会科学基金项目(22BXW086);重庆市教委科学技术研究项目(KJZDK202300302);教育部人文社会科学研究项目(23XJAZH006)。

摘　　要：近年来,国潮消费已经成为一种文化现象、一种符号象征。“国潮热”的兴起表明,国潮品牌的符号意义获得了广大消费者的认同。但究竟国潮品牌的意义是什么,存在哪些维度,如何科学测量?这些问题尚有待探讨。文章采用定性和定量相结合的混合方法,得到如下结论:首先,以国潮彩妆品牌为例,运用扎根理论研究方法对受众网络点评进行探索性研究,提炼出国潮品牌意义的14个一级维度(包括质量可靠、性价比高、民族传统、文化传承、样式美观、潮流趋势、审美风尚、现代工艺、个体身份、自我认同、文化自信、愉悦感、工匠精神和愿景)和5个二级维度(包括可靠、传统、时尚、象征和正念),建构了国潮品牌意义维度理论模型;其次,遵循严格的量表开发程序,得到了一个由22个题项构成的国潮品牌意义测量量表。本研究不仅为国潮品牌意义的相关实证研究提供了测量工具,而且为相关企业度量品牌价值、完善营销策略提供了诊断工具。In recent years,China-Chic consumption has become a cultural phenomenon and a symbol.The rise of China-Chic shows that the symbolic meaning of China-Chic brands has been recognized by consumers.However,what the meaning of China-Chic brand is,what dimensions exist,and how to measure scientifically remain to be explored.This study uses a mixed method of qualitative and quantitative analysis to get the following conclusions:First,taking China-Chic cosmetics brand as an example,the paper uses grounded theoretical research methods to conduct exploratory research on audience network reviews,extracts 14 first level dimensions of the China-Chic brand meaning(including reliable quality,high cost performance,national tradition,cultural heritage,beautiful style,trend,aesthetic fashion,modern technology,individual identity,self-identity,cultural self-confidence,pleasure,craftsman spirit and vision)and 5 second level dimensions(including reliability,tradition,fashion,symbol and mindfulness),and constructs a theoretical model of the meaning dimensions of China-Chic brand.Secondly,following the strict scale development procedure,a China-Chic brand meaning measurement scale consisting of 22 items is obtained.This study not only provides a measurement tool for the relevant empirical research on the significance of China-Chic brands,but also provides a diagnostic tool for relevant enterprises to measure brand value and improve marketing strategies.

关 键 词：国潮 国潮品牌 品牌符号 品牌意义 传统文化 消费 

分 类 号：F713.5[经济管理—市场营销] G206[经济管理—产业经济]