本土品牌負(fù)面刻板印象生成的根源及抑制對(duì)策——刻板思維與符號(hào)認(rèn)知的視角
發(fā)布時(shí)間：2018-11-25 20:23
【摘要】：本土品牌負(fù)面刻板印象是中國(guó)社會(huì)情境下的一種典型社會(huì)認(rèn)知偏差,人們的品牌態(tài)度和消費(fèi)行為已受此束縛。這不僅給本土品牌成長(zhǎng)造成了極大傷害,而且阻礙民族產(chǎn)業(yè)的振興,威脅國(guó)家經(jīng)濟(jì)安全。本文借助刻板思維與符號(hào)認(rèn)知理論,從企業(yè)、政府、媒體和文化環(huán)境等方面對(duì)本土品牌負(fù)面刻板印象生成的認(rèn)知環(huán)境進(jìn)行了文本分析析,得出的結(jié)論是:本土品牌自身的良莠不齊和高端產(chǎn)品匱乏是根本原因;而媒體的選擇性報(bào)道策略、政府行為以及消費(fèi)異化環(huán)境雖然不是構(gòu)成本土品牌偏見(jiàn)的主要原因,但它們?cè)谄?jiàn)地解釋符號(hào)意義方面起了推波助瀾的作用。最后,從企業(yè)、政府和媒體等角度提出了抑制本土品牌刻板印象、優(yōu)化本土品牌成長(zhǎng)環(huán)境的戰(zhàn)略對(duì)策。
[Abstract]:The negative stereotype of local brand is a typical social cognitive bias in Chinese social context, and people's brand attitude and consumption behavior have been bound by it. This not only causes great harm to the growth of local brands, but also hinders the revitalization of national industries and threatens the national economic security. With the help of stereotype thinking and symbolic cognition theory, this paper analyzes the cognitive environment of the negative stereotype of local brand from the aspects of enterprise, government, media and cultural environment. The conclusion is: the local brand itself is intermingled with the lack of high-end products is the root cause; The media's selective reporting strategy, government behavior and consumption alienation environment are not the main reasons for the local brand bias, but they play a role in the biased interpretation of symbolic meaning. Finally, from the angle of enterprise, government and media, this paper puts forward some strategic countermeasures to restrain the stereotype of local brand and optimize the growth environment of local brand.
【作者單位】： 西南政法大學(xué)管理學(xué)院;西南政法大學(xué)科研處;重慶文理學(xué)院品牌科學(xué)研究所;
【基金】：教育部人文社會(huì)科學(xué)研究項(xiàng)目“中國(guó)消費(fèi)者本土品牌負(fù)面刻板印象生成的根源及抑制策略研究”(批準(zhǔn)號(hào):14XJCZH003) 西南政法大學(xué)資助項(xiàng)目“消費(fèi)者高民族中心主義形成的認(rèn)知加工過(guò)程與心理機(jī)制研究”(批準(zhǔn)號(hào):2014XZRCXM007)
【分類(lèi)號(hào)】：F273.2
[Abstract]:The negative stereotype of local brand is a typical social cognitive bias in Chinese social context, and people's brand attitude and consumption behavior have been bound by it. This not only causes great harm to the growth of local brands, but also hinders the revitalization of national industries and threatens the national economic security. With the help of stereotype thinking and symbolic cognition theory, this paper analyzes the cognitive environment of the negative stereotype of local brand from the aspects of enterprise, government, media and cultural environment. The conclusion is: the local brand itself is intermingled with the lack of high-end products is the root cause; The media's selective reporting strategy, government behavior and consumption alienation environment are not the main reasons for the local brand bias, but they play a role in the biased interpretation of symbolic meaning. Finally, from the angle of enterprise, government and media, this paper puts forward some strategic countermeasures to restrain the stereotype of local brand and optimize the growth environment of local brand.
【作者單位】： 西南政法大學(xué)管理學(xué)院;西南政法大學(xué)科研處;重慶文理學(xué)院品牌科學(xué)研究所;
【基金】：教育部人文社會(huì)科學(xué)研究項(xiàng)目“中國(guó)消費(fèi)者本土品牌負(fù)面刻板印象生成的根源及抑制策略研究”(批準(zhǔn)號(hào):14XJCZH003) 西南政法大學(xué)資助項(xiàng)目“消費(fèi)者高民族中心主義形成的認(rèn)知加工過(guò)程與心理機(jī)制研究”(批準(zhǔn)號(hào):2014XZRCXM007)
【分類(lèi)號(hào)】：F273.2
【參考文獻(xiàn)】
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