摘要
近年来,“国潮”品牌赢得了越来越多消费者的青睐,“国潮”的崛起是传统品牌的回归与升华,也是新品牌成立的契机。从“国潮”起伏的发展历程看,“国潮”品牌重新走进大众的视野,也代表着当代中国人审美的回归。而在当今时代,消费升级的同时消费者角色也逐渐转变成品牌生产和传播环节的重要节点。基于此,后疫情时代品牌发展问题要从内外环境及消费者观念切入研究。当今企业的竞争不仅是产品之间的竞争,更有商业模式的竞争,传统的线下经营模式已经不再是主流,“国潮”品牌应该通过增加品牌附加值、大数据精准定位以及尊重消费者的共创价值等对策来实现品牌发展。
In recent years,the“Guo Chao”brand has won the favor of more and more consumers.The rise of“Guo Chao”is the return and sublimation of traditional brands,and it is also an opportunity for the establishment of new brands.Judging from the ups and downs of the“Guo Chao”brand,the brand“Guo Chao”has re-entered the public’s field of vision,which also represents the return of contemporary Chinese aesthetics.In today’s era,while consumption is upgrading,the role of consumers has gradually transformed into an important node in brand production and communication.Based on this,the problem of brand development in the post-epidemic era should be studied from the internal and external environment and consumer concepts. The competition of today ’s enterprises is not only the competition between products,but also the competition of business models.The traditional offline business model is no longer the mainstream.The "Guochao" brand should increase the added value of the brand,accurately locate with big data,and respect consumers.The co-creation of value and other countermeasures to achieve brand development.
作者
谈晓微
TAN Xiao-wei(Faculty of Humanities and Social Sciences,Nanjing Forestry University,Nanjing 210037,China)
出处
《经济研究导刊》
2022年第12期61-63,共3页
Economic Research Guide
基金
南京林业大学校企合作基金项目“国货正当‘潮’背后消费者的绿色消费理念转型研究——基于后疫情时代的传统品牌‘蝶变’考察”(202010298193H)。
关键词
“国潮”品牌
可持续性发展
后疫情时代
“national tide”brand
sustainable development
post-epidemic era
作者简介
谈晓微(2000-),女,江苏扬州人,学生,从事汉语言文学、品牌传播与市场营销研究(指导教师:冯菊香)。
