中国文化背景下品牌个性类型研究

Brand Personalities in the Context of Chinese Culture

在中国文化背景下,中国人的个性特征跟其文化倾向、价值观念相联系,这种个性特征会影响到其品牌个性偏好。对当代中国人个性特征归纳和分类,对应设计、划分了本土品牌个性的四种类型:积极进取型、随遇而安型、消极智慧型和新潮开放型,进一步细分其各自的子类别。这有利于企业在建立品牌个性时,根据目标消费者的文化倾向,保持品牌个性和目标消费者个性特征一致,获得消费者忠诚。

In the context of Chinese culture, Chinese individual personalities are associated with their cuhural orientation and their values and beliefs, which may influence their personal choices of product brands. This paper is aimed to synthesize and classify the Chinese individual personalities from the sociological perspective. Four types of the native brand personalities are accordingly identified： proactive, easy-going, passive intelligent＇ and trendy, out-going, and classified respectively.