| 摘要: |
| 目的 研究从20世纪至今国货概念的演化和形象设计叙事策略的转变。方法 从消费者民族主义和品牌战略视角出发，对国货设计的叙事策略进行历史梳理和辩证分析。结论 国货概念的内涵经历了3次较大的转变。第一次是中国货，指在晚清民国时期兴起的民族化消费浪潮中抵御洋货入侵的国内商品，在品牌形象的叙事构建中包含了强烈的民族国家认同感和经济主权意识；第二次是国产货，指自新中国成立以来到90年代末期为满足人民日常生活所需而在国内研发制造的商品，在进口货的对比和观照下，其品牌形象的设计叙事指向逐渐从货真价实向物美价廉转变；第三次是新国货，既指一批进入海外市场并取得成功的高科技、高附加值的中国品牌，又指自进入新世纪以来在怀旧消费心理推动下的民族品牌经典回潮现象。两者的品牌形象都体现出全球化语境中的跨文化叙事策略和话语逻辑。 |
| 关键词: 国货 品牌形象 叙事策略 消费者民族主义 |
| DOI：10.19554/j.cnki.1001-3563.2018.04.003 |
| 分类号:J524 |
| 基金项目: |
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| Narrative Construction of the Brand Design of the National Goods |
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SUN Li1, ZHANG Lei2
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1.Shanghai Donghai Vocational& Technical College, Shanghai 200241, China;2.Tongji University, Shanghai 200092, China
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| Abstract: |
| It aims to the evolution of the national goods concept and the transformation of the narrative strategy of image design from twentieth Century to the present. From the perspective of consumer nationalism and brand strategy, the narrative strategy of national goods design is combed and dialectically analyzed. The concept of the Chinese national goods has experienced three big changes. The first is Chinese goods, which were against the invasion of foreign goods in the late Qing Dynasty and the Republic of China. The narrative construction of their brand images included the strong national identity and the consciousness of economic sovereignty. The second is domestic goods to meet the needs of the people's daily life from 1950s to the end of 90s. Design narrative of their brand images changed to good price and beauty. The third is the new Chinese goods, which refers to high-tech, high value-added Chinese brands entering the overseas market successfully and the revival of classic national driven by nostalgic consumption psychology brand since new century. Both of them embody the cross-cultural narrative strategy and discourse logic in the context of globalization. |
| Key words: Chinese national goods brand design narrative strategy consumer ethnocentrism tendency |
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