本文關(guān)鍵詞：基于受眾視角的國(guó)貨老品牌回歸現(xiàn)象探究　出處：《湖南師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：保留著中國(guó)特色生活印記的國(guó)貨老品牌,有著悠久的歷史和豐厚的文化內(nèi)涵,是我國(guó)特定時(shí)期文化記憶的代表,積淀著一代人的生活經(jīng)驗(yàn)和社會(huì)面貌,中國(guó)人追求實(shí)用、質(zhì)樸的思想投射在國(guó)貨老品牌的實(shí)際物品上,“經(jīng)典國(guó)貨”有著獨(dú)特的歷史文化記憶價(jià)值和社會(huì)意義,近些年來(lái),在社會(huì)環(huán)境的改變以及受眾心理變化的影響下,這些國(guó)貨老品牌的“所指”和“能指”也在發(fā)生改變,影響著國(guó)貨老品牌在現(xiàn)代社會(huì)中的價(jià)值和意義。自2008年以來(lái)“國(guó)貨熱”現(xiàn)象中出現(xiàn)的國(guó)貨老品牌是論文的研究對(duì)象,以受眾視角來(lái)探究國(guó)貨老品牌回歸現(xiàn)象,旨在理清現(xiàn)代人對(duì)國(guó)貨老品牌的認(rèn)知,擴(kuò)大傳承國(guó)貨老品牌的社會(huì)意義�？偨Y(jié)國(guó)貨老品牌回歸現(xiàn)象的產(chǎn)生、緣由及其創(chuàng)新性發(fā)展現(xiàn)狀,結(jié)合“經(jīng)典國(guó)貨”所蘊(yùn)含品牌意義和文化內(nèi)涵的實(shí)例,揭示國(guó)貨老品牌在新時(shí)代的價(jià)值意義,表明對(duì)國(guó)貨老品牌進(jìn)行品牌情感價(jià)值構(gòu)建和創(chuàng)新性發(fā)展的重要性。論文一方面基于受眾的消費(fèi)心理,對(duì)國(guó)貨老品牌的認(rèn)知進(jìn)行淺層次的分析,描述現(xiàn)實(shí)生活中受眾時(shí)新的消費(fèi)和認(rèn)同心理,在無(wú)意識(shí)中影響著受眾對(duì)國(guó)貨老品牌(產(chǎn)品、技藝、服務(wù)等)的認(rèn)知、理解和消費(fèi)行為；以大眾媒介和大眾文化的相關(guān)理論知識(shí),梳理了受眾差異化、低碳環(huán)保和勇于創(chuàng)新的消費(fèi)心理與國(guó)貨老品牌回歸現(xiàn)象之間的關(guān)系,并從受眾對(duì)民族傳統(tǒng)文化的認(rèn)同心理方面,論證國(guó)貨老品牌回歸現(xiàn)象的重要社會(huì)意義。另一方面從受眾心理層面透析出國(guó)貨老品牌回歸所折射出的受眾懷舊意識(shí),依據(jù)傳播學(xué)的體驗(yàn)營(yíng)銷理論,具體分析了懷舊意識(shí)對(duì)國(guó)貨回潮的驅(qū)動(dòng)作用,并由此上升到懷舊文化與國(guó)貨老品牌傳統(tǒng)文化“對(duì)流”的文化意義層面�；仡欀盏睦衔锛�,國(guó)貨老品牌因受眾的懷舊情結(jié)帶來(lái)的影響不容小覷,人們從中感受著過(guò)去純粹的歡樂(lè)和滿足,時(shí)代更迭,如今“經(jīng)典國(guó)貨”成為藝術(shù)和時(shí)尚,傳達(dá)著過(guò)去時(shí)尚元素在現(xiàn)代社會(huì)的持久生命力。進(jìn)入后現(xiàn)代消費(fèi)社會(huì),受眾的后現(xiàn)代消費(fèi)心理影響著國(guó)貨老品牌回歸現(xiàn)象在社會(huì)文化學(xué)上的意義。對(duì)社會(huì)上出現(xiàn)的扭曲國(guó)貨老品牌文化內(nèi)涵、濫用國(guó)貨老品牌符號(hào)濫用(拼貼、復(fù)制、偽造等)等現(xiàn)象,必須給予后現(xiàn)代批判意識(shí)上的客觀審視,以闡釋國(guó)貨老品牌回歸現(xiàn)象的文化記憶價(jià)值,傳達(dá)敬重民族本土品牌和傳承民族文化的社會(huì)責(zé)任。尤為重要的是,在全球化背景下,強(qiáng)調(diào)傳統(tǒng)文化的傳承意義和民族品牌走向世界的品牌意義,對(duì)國(guó)貨老品牌的延續(xù)和再生、品牌價(jià)值構(gòu)建、民族品牌意識(shí)的加強(qiáng)以及國(guó)家形象的建設(shè)有重要意義和深遠(yuǎn)影響。
[Abstract]:With a long history and rich cultural connotation, the old brand of Chinese products with Chinese characteristics is the representative of the cultural memory of a specific period of our country, and accumulates the life experience and social outlook of a generation. The Chinese people pursue practicality, simple thought projects on the actual goods of the old brand of domestic goods, "classic domestic goods" has unique historical and cultural memory value and social significance, in recent years. Under the influence of the change of social environment and the psychological change of the audience, the "signified" and "signifier" of these old brands of domestic goods are also changing. It affects the value and significance of the old brand of domestic goods in the modern society. Since 2008, the old brand of domestic goods appeared in the phenomenon of "hot domestic goods" is the research object of this paper. From the perspective of audience to explore the phenomenon of the return of old brands of domestic goods, in order to clarify the modern cognition of old brands of domestic goods, expand the social significance of inheriting the old brands of domestic goods, and summarize the emergence of the phenomenon of return of old brands of domestic goods. The reason and its innovative development status, combined with the "classic domestic goods" contained in the brand meaning and cultural connotation of the examples, to reveal the value of the old brands in the new era significance. On the one hand, based on the consumer psychology of the audience, the paper analyzes the cognition of the old brand of domestic goods at a shallow level. Describe the new consumption and identity psychology of the audience in real life, and unconsciously influence the audience's cognition, understanding and consumption behavior of the old brand (product, skill, service, etc.); With the relevant theoretical knowledge of mass media and mass culture, this paper combs the relationship between audience differentiation, low-carbon environmental protection and innovative consumer psychology and the return of old brands of domestic products. And from the audience to the traditional culture of the identity of the psychological aspects. On the other hand, analyze the audience nostalgia reflected by the return of the old brand of domestic goods from the psychological level of audience, according to the experience marketing theory of communication. This paper specifically analyzes the driving effect of nostalgia consciousness on the return of domestic goods, and thus rises to the cultural significance of nostalgia culture and the traditional culture of the old brand of domestic goods, and reviews the old objects of the past. The influence of the old brand of domestic goods due to the nostalgia complex of the audience can not be underestimated. People feel the pure joy and satisfaction of the past, the times change, and now "classic domestic goods" has become art and fashion. It conveys the lasting vitality of the past fashion elements in the modern society and enters the post-modern consumer society. The post-modern consumer psychology of the audience affects the social cultural significance of the return of the old brand of domestic goods. It distorts the cultural connotation of the old brand of domestic goods and abuses the abuse of the symbol of the old brand of domestic goods (collage, replication). In order to explain the cultural memory value of the phenomenon of the return of the old brand in China, we must give an objective examination on the postmodern critical consciousness, such as forgery and so on. The most important thing is to emphasize the significance of traditional culture and the brand of national brand in the world under the background of globalization. It has great significance and far-reaching influence on the continuation and regeneration of the old domestic brands, the construction of the brand value, the strengthening of the national brand consciousness and the construction of the national image.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F279.2

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