摘要
在当前中国经济转型和文化振兴背景下,国潮品牌成为衡量国际影响力和品牌实力的重要标志.运用扎根理论的研究方法,构建国潮品牌可持续发展路径理论模型.研究结果表明,国潮品牌以全面认知品牌潜力和时代特征、打造品牌发展驱动力、提升品牌市场竞争优势、加强利益相关者之间的互动,实现了经济、社会、环境与文化的良性循环.通过品牌文化建设、市场激活、审视文化自信、创新产品设计与服务、开展文化交流等领域的跨学科探索,推动本土品牌实现可持续发展目标.
Abstract
China Chic brands have become an important symbol of measuring international influence and strength of Chinese brands.Based on the research method of grounded theory,this study constructs the theoretical model of sustainable development path of China Chic brands.The results show that China Chic brands have enabled the development of economy,society,environment and culture through brand potential cognition,times characteristics,development driving force,market competitive advantage and interaction among stakeholders.It concludes that brand culture construction,market activation,cultural confidence review,innovative product design and service,cultural exchanges are ways to promote the sustainable development of Chinese brands.
基金项目
湖北省教育厅哲学社会科学研究项目(2022)(22G028)
中央高校基本科研业务费专项(2023)(2722022BQ061)
中南财经政法大学教学改革研究项目(2023)(YB202334)
NETL
NSTL
万方数据