發(fā)布時間：2018-01-03 11:47

  本文關(guān)鍵詞：中國近代紡織品牌研究　出處：《東華大學》2016年博士論文　論文類型：學位論文

  更多相關(guān)文章： 中國近代 紡織品 品牌文化 國家形象 軟實力

【摘要】：當今時代,科技發(fā)展日新月異,信息流通與日提升,我們的生活因琳瑯滿目、色彩繽紛的產(chǎn)品而豐富多彩、絢麗繽紛。這些產(chǎn)品,不但擁有自己的品牌,也來自不同的國家,雖然受到全球化的沖擊,但仍然保持著自己獨特的文化特色。品牌文化是一個國家的重要資產(chǎn),它擁有無形的價值,對內(nèi)是一種生活經(jīng)驗與歷史積淀,對外是國家形象的展現(xiàn),是國家軟實力的重要組成部分。紡織品牌也不例外,它是科技創(chuàng)新、文化認同和經(jīng)營傳統(tǒng)的有機濃縮,既是某種標準,也是一種專利保護。通過中國近代紡織品牌的研究,可以從一個很重要的視角透視中國近代紡織科技的引進、消化和自主創(chuàng)新的艱難歷程,發(fā)掘前人在將民族自立精神、傳統(tǒng)優(yōu)秀文化與近代紡織科技有機融匯歷程中的思想解放和方法創(chuàng)新,這對今天中國從紡織大國到紡織強國的轉(zhuǎn)型跨越中的文化建設(shè)也具有積極的現(xiàn)實意義。既往關(guān)于中國近代紡織工業(yè)的誕生與發(fā)展的研究已經(jīng)十分豐厚,但相比之下,對紡織這一工業(yè)產(chǎn)品的文化內(nèi)涵卻鮮見有系統(tǒng)深入的發(fā)掘、整理和分析。左旭初于近代中國“商標”文化、“商標”史料的研究,其詳實的史料和圖片實物展示為本文提供了搜尋近代中國紡織“品牌”的線索和研究基礎(chǔ)。然而,在進一步深入、系統(tǒng)的考析之后,本文認為,“商標”僅是“品牌”的外在表現(xiàn)形式,而品牌則是技術(shù)、專利、文化和管理等的有機統(tǒng)一體,特別是品牌所具有的內(nèi)在文化價值才是其活生生的全部意義。關(guān)于中國近代紡織品牌的誕生與形象塑造的歷史,大多散見在與近代民族紡織工業(yè)興起的相關(guān)革命史、近現(xiàn)代通史、經(jīng)濟史和人物史等研究中,完整的資料挖掘和整理研究工作尚未有人觸及。當前,“品牌”的價值理論,在國內(nèi)外商業(yè)運作和學界的學術(shù)研究中方興未艾。隨著全球經(jīng)濟一體化對我國紡織業(yè)的沖擊,各地已認識到品牌保護與再利用對老字號保護、文化遺產(chǎn)傳承、民族工業(yè)振興的重要性,并開始從宏觀戰(zhàn)略的層面將國家文化、城市文化與生態(tài)經(jīng)濟、品牌經(jīng)濟等商業(yè)模式相聯(lián)系,這也是當今國家“一帶一路”戰(zhàn)略對紡織科技史研究的一種具體要求和內(nèi)生驅(qū)動。品牌構(gòu)建的全部意義在于發(fā)掘其形成過程中的歷史價值、技術(shù)價值、文化價值和社會意義,這正是本文就中國近代民族紡織品牌展開研究的意義所在,也是本選題的前沿性和創(chuàng)新性之所在。本論文站在前人宏觀、零散的研究基礎(chǔ)上,根據(jù)伴隨近代西方工業(yè)社會生產(chǎn)的“品牌”概念為理論基礎(chǔ),提出品牌是國家文化創(chuàng)新在經(jīng)濟社會中的具體操作、通過技術(shù)之基于品牌與國家經(jīng)濟文化的創(chuàng)新建立起深刻關(guān)系等立論觀點,建立“品牌與技術(shù)創(chuàng)新”、“品牌與文化自信”、“品牌與經(jīng)營創(chuàng)新”三個研究命題,探討中國紡織品牌創(chuàng)新中的文化開發(fā)和具體操作。其后,主要藉由對中國近代民族紡織品牌文獻探討與個案研究,闡釋國家文化與企業(yè)品牌之間的關(guān)系,透過文化與技術(shù)的辯證共生關(guān)系,分析中國近代紡織品牌從傳統(tǒng)文化中汲取的意義內(nèi)涵;分別以“申新人鐘”、“美亞絲綢”和“五和鵝牌”三個近代中國紡織企業(yè)品牌的歷史個案為例,探討企業(yè)如何以技術(shù)研發(fā)、文化發(fā)掘、經(jīng)營管理作為創(chuàng)新基礎(chǔ),塑造品牌形象、提升品牌價值,觀察傳統(tǒng)文化對品牌形象創(chuàng)造的影響;進而由紡織機械創(chuàng)新探討當代紡織企業(yè)及其品牌發(fā)展的瓶頸,以昔鑒今,提煉近代中國民族紡織品牌創(chuàng)新的歷史經(jīng)驗對當代紡織品牌建設(shè)的借鑒作用。本研究對近代民族紡織品牌進行的案例分析可以發(fā)現(xiàn),近代中國紡織行業(yè)雖然涌現(xiàn)出眾多著名企業(yè),但其技術(shù)及機械設(shè)備大多依賴整體引進以完成產(chǎn)品品牌的生成與升級,產(chǎn)品質(zhì)量優(yōu)勢甚微,故產(chǎn)品的核心競爭力就表現(xiàn)在對中國的文化特質(zhì)和民族危機感的結(jié)合,不論是對紡織產(chǎn)品外在的品牌形象設(shè)計和市場營銷手段的選擇,還是對其內(nèi)在材質(zhì)、品質(zhì)及細節(jié)的堅持,都呈現(xiàn)出中國獨特的精神與風格,如民族凝聚力、絲綢旗袍文化、和合精神、進取精神等。也正是由于這些文化特質(zhì),進而對國內(nèi)外華人及亞裔市場產(chǎn)生了巨大的吸引力。此外,技術(shù)創(chuàng)新與經(jīng)營手段成為品牌價值和品牌文化影響力形成的重要來源,憑著卓越的品質(zhì)與心理訴求的滿足感,近代民族紡織品牌廣受贊譽。綜上所述,本研究進一步整合提出以下三點研究結(jié)論,亦是本研究的創(chuàng)新點:第一,與以往近現(xiàn)代政治經(jīng)濟史的研究視角不同,本研究關(guān)注科學技術(shù)與社會文化的互動,從中國擁有的相當豐沛的文化軟實力出發(fā),探討了近代民族紡織企業(yè)借助傳統(tǒng)文化、流行文化、科學技術(shù)及制造方面的優(yōu)勢和能力,指出其在發(fā)展過程中塑造出一批優(yōu)秀的民族紡織品牌,獲得了一定的實踐經(jīng)驗和市場基礎(chǔ)。國家文化軟實力有助于當代紡織品牌的快速推廣,提升品牌作為民族形象的綜合價值。第二,與以往商標研究或品牌理論研究不同,本研究通過報刊、檔案等歷史文獻,具體論證了中國文化軟實力與民族紡織品牌形象之間的內(nèi)在一致性。近代民族紡織產(chǎn)品具有的技術(shù)先進、質(zhì)量優(yōu)良、注重設(shè)計的品牌形象,這些產(chǎn)品的品牌形象體現(xiàn)了中華民族的國家形象。當代中國紡織企業(yè)在謀求走向世界的道路上,不能失去自己的文化內(nèi)涵,品牌是對中華文化的再闡釋、再創(chuàng)造。第三,與以往單純的歷史研究不同,本研究將歷史經(jīng)驗應(yīng)用于當代紡織品牌文化創(chuàng)新的實踐中,指出近代民族紡織的品牌形象與國家經(jīng)濟實力具有相關(guān)性,是國家代表性工業(yè)生產(chǎn)、產(chǎn)品研發(fā)的反映。當代民族紡織工業(yè)的品牌形象應(yīng)建立在紡織原理、機械技術(shù)和文化內(nèi)核自主革新基礎(chǔ)之上,技術(shù)創(chuàng)新是品牌形象的持久生命力,文化自信則是品牌永恒價值的源頭活水。本研究尚有實物、文獻史料收集整理不夠豐富、不夠全面等不足,各少數(shù)民族紡織品牌的歷史創(chuàng)建有待進一步發(fā)掘、擴展。特別是,由于材料和時間的限制,除了棉、毛、絲織品之外,本論文對中國紡織的主要門類——麻織品的品牌研究,還基本未加展開,這是本研究未來需要拓展和深入的主題之一。中國近代民族紡織品牌文化的研究僅僅是中國紡織品牌研究的一個開端,尚有許多議題亟待深入和拓展。本文僅在拋磚引玉、愚者一得,尚望有關(guān)專家前輩批評指正。
[Abstract]:Nowadays, the development of science and technology change rapidly, and enhance the flow of information, our life colorful products for a superb collection of beautiful things, rich and colorful, bright and colorful. These products not only have their own brand, but also from different countries, despite the global impact, but still retains its own unique cultural characteristics of the brand culture is. An important asset of a country, it has the intangible value of is a kind of life experience and historical accumulation, foreign is to show the country's image, is an important part of national soft power. The textile brand is no exception, it is the innovation of science and technology, organic enrichment of cultural identity and traditional business, is one of the standard. Is a kind of patent protection. Through the study of Chinese modern textile brand, the introduction of modern textile technology China perspective from an important perspective, difficult process of digestion and innovation In previous excavations, the spirit of national independence, the liberation of thought and method innovation of traditional culture and modern textile technology organic blending process, the cultural construction of today from across the China textile big country to a powerful textile country in transition also has positive practical significance. The previous research on the birth and development of the modern textile industry has Chinese very rich, but compared to the textile industry products are rare cultural connotation to explore systematically, sorting and analysis. Zuo Xuchu in the modern Chinese "trademark" culture, "Research on trademark" historical materials, the detailed historical data and picture exhibition provides a search of modern China textile "brand" for this the clue and research basis. However, in further, after the system analysis this paper argues that the "trademark" is only the external manifestation of the brand, and the brand is " Technology, patent, organic unity of culture and management, especially the brand has the intrinsic cultural value is the significance of living. On the China modern textile brand image and birth history, mostly scattered in the national textile industry and the rise of modern revolutionary history, modern history, economic history research the characters and history, complete data mining and research work has not yet been reached. At present, the "brand value theory" in academic research at home and abroad, just unfolding business and academia. With the impact of the global economic integration of the textile industry in China, has been recognized brand to protect and reuse time-honored cultural heritage protection, the importance of national industry, and start from the macro strategic level of the national culture, city culture and ecological economy, brand economy business model. Department of a specific request which is the current national "The Belt and Road" strategy for the research on the history of textile technology and internal drive. All brand building is to explore the formation of historical value, technological value, cultural value and social significance, this is where the research of national textile brand based on Modern China the significance of this topic is the creative point. This paper is in the previous macro, based on scattered, according to production with modern western industrial society "brand" concept as the theoretical basis, the product brand is the national cultural innovation specific operation in the economic society, through technological innovation brand with the national economy and culture based on a deep relationship between the points of view, the establishment of "brand and technology innovation", "brand and cultural self-confidence", "three propositions based on brand and business innovation" Discussion on cultural development, China textile brand in the innovation and specific operation. Then, the main research of China modern national textile brand literature review and case study, to explain the relationship between national culture and enterprise brand, through dialectical harmony of culture and technology, analysis Chinese modern textile brand from traditional culture to learn the meaning respectively; "Shen new bell", "Meiya silk" and "five and three geese" in modern China textile enterprises in the history of the brand as an example, to explore how enterprises in technology research and development, cultural excavation, management innovation as the foundation, build brand image, enhance brand value, to observe the influence of traditional culture on the creation of brand image by then; textile machinery innovation bottleneck of contemporary textile enterprises and brand development, to refine the historical experience as reference, Chinese national textile brand innovation of modern The contemporary textile brand construction reference. The modern national textile brand for this research case analysis can be found, the textile industry in modern China although the emergence of a large number of well-known enterprises, but its technology and equipment are mostly dependent on the overall introduction to complete product brand creation and upgrading, product quality advantages of little effect, so the performance of the core competitiveness of products in the combination of Chinese culture and sense of national crisis, whether for textile products external brand image design and marketing choice, or to the internal material, quality and fine day insist, show Chinese unique spirit and style, such as national cohesion, cultural spirit and silk cheongsam. And enterprising spirit. It is due to these cultural traits, and then to the domestic and foreign Chinese and Asian market has a huge attraction. In addition, the technological innovation and management of hand Some become an important source of the formation of brand value and brand culture influence, with excellent quality and psychological satisfaction, modern national textile brand wide acclaim. In summary, this study proposes the following three conclusions to further integrate research, is also the innovation of this study: first, different from the previous research angle of modern economic history politically, this research focuses on the interaction between science and technology and social culture, starting from the Chinese have quite rich cultural soft power, discusses the modern national textile enterprises with traditional culture, popular culture, advantage and ability of science and technology and manufacturing, it created a batch of outstanding national textile brand in the development process in the practical experience and market foundation. Rapid promotion of national cultural soft power is helpful to the contemporary textile brand, enhance the brand as a comprehensive national image Value. Second, different from the previous research on trademark or brand theory, this study through newspapers, archives and other historical documents, this paper discusses the internal consistency between the Chinese cultural soft power and national textile brand image. Modern national textile products with advanced technology, excellent quality, pay attention to the design of the brand image, these products the brand image reflects the Chinese people's national image. The China textile enterprises in the pursuit of the world on the road, not to lose their own cultural connotation, brand is the re interpretation of the Chinese culture, to create. Third, different from the historical studies on simple past, this study will be applied to the practice of historical experience and innovation of contemporary textile brand culture the relationship between brand image, it is pointed out that the modern national textile and the strength of the national economy, is the national representative of industrial production, reflect the product development. The national spinning Textile industry brand image should be based on the principle of textile, mechanical technology and cultural core on independent innovation foundation, technological innovation is the lasting vitality of the brand image, cultural self-confidence is the eternal value of brand springhead. This research is not real, historical documents collected rich enough, not comprehensive enough, the minority textile brand history create a further explore, expand. Especially, because of material and time constraints, in addition to cotton, wool, silk, the research on brand Chinese textile major categories -- hemp fabric, also without expansion, this is the future research needs of expansion and in-depth study of national textile brand theme. The culture of modern China is only the beginning of the China textile brand, there are still many issues to be deepened and expanded. This article only in this one is a fool. It is expected that the relevant experts' predecessors' criticism should be corrected.

【學位授予單位】：東華大學
【學位級別】：博士
【學位授予年份】：2016
【分類號】：F429
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本文編號：1373768