The Growth Process and Influencing Factors of Guochao Brands from the Perspective of Cultural Confidence——Exploratory research based on grounded theory
With the revival of China's excellent traditional culture and cultural self-confidence,the guochao,a Chinese national brand trend,has been derived.Guochao brand has become the practice subject of cultural self-confidence and continues to grow in cultural self-confidence.Based on the grounded theory,this paper analyzes the growth process and influencing factors of guochao brand from the perspective of cultural confidence.The results show that the external factors of guochao brand growth from the perspective of cultural confidence include cultural identity,the transformation from"made in China"to"made in China and cultural consciousness".The internal factors are guochao brand talent resources,technical resources and cultural and creative ability.Guochao brand should cultivate cultural and creative talents,improve cultural and creative ability and technical level,integrate excellent traditional Chinese culture into modern culture,innovate guochao products and services,and better respond to market changes and challenges.In the process of growth,guochao brand should understand the internal and external development advantages and opportunities of the brand,practice the creative transformation and innovative development strategy of Chinese excellent traditional culture,integrate brand culture development resources,reshape the cultural connotation of guochao brand in the brand culture development strategy,use science and technology to innovate brand culture communication,better integrate national cultural symbols into guochao products and services,and promote consumers'recognition of guochao brand,enhance the competitiveness and development toughness of guochao brand to promote the growth of guochao brand.
guochato brandcultural confidencebrand identitybrand culturecultural and creative technologybrand growth
NETL
NSTL
万方数据
