符号学视角下的中国品牌国际传播——《中国品牌国际传播:文化符号生产与认同机制》评介

International Communication of Chinese Brands——A Book Review of International Communication of Chinese Brands: Production and Identification Mechanism of Cultural Symbols

中国品牌既是主宰中国经济发展的主要力量,又是中国文化在全球范围内进行交流传播的载体,建立独具特色的中国品牌、讲述好中国故事,成为当今复杂多变的国际环境下至关重要的任务。《中国品牌国际传播:文化符号生产与认同机制》(蒋诗萍著,四川大学出版社,2022年出版)一书以多元化的理论分析和具有代表性的数据研究,阐释了中国品牌在国际传播中的文化符号生产规律以及品牌文化认同机制,并提出了相应的策略和建议。本书为品牌发展、国际传播乃至符号学等领域的研究提供了新的方向和路径,也为中国品牌的对外传播实践提供了指导与启示,具有较高的理论和实践价值。

Chinese brands are not only a main force that promotes China’s economic development, but also a carrier of communicating and introducing Chinese culture around the world. Building unique Chinese brands as well as telling the China story has become a crucial task in today’s complex and changing international environment. With diversified theoretical analysis and representative data research, the book International Communication of Chinese Brands: Cultural Symbol Production and Identification Mechanism(written by Jiang Shiping and published by the Sichuan University Press in 2022) unveils the rules of cultural symbol production and brand cultural identification mechanism of Chinese brands in international communication. It puts forward corresponding strategies and suggestions. It provides not only new direction and path for researches in the fields of brand development, international communication, and semiotics, but also guidance and inspiration to international communication of Chinese brands, offering high theoretical and practical values.