iPhone时尚文化符号的消费营销

iPhone: As Consumption for Fashionable Cultural Symbols

拥有一款优质品牌的手机不仅是身份地位的象征,更是炫耀时尚潮流的资本。"iPhone热"的兴起便在这种消费文化环境中应运而生。iPhone所代表时尚符号的文化意义和区隔效应,由产品产生的消费行为的文化意义、产品品牌所构筑的时尚产业和产品具有的霸权性质三个方面构成,这也是iPhone所隐含的符号价值和潜在消费营销策略。

Mobile phone with a quality brand is not only a status symbol, but also to show off the fashion trend of the capital. ＂The iPhone craze＂ is a very good example, iPhone represents the cultural significance of fashion symbol and segment effects, has three aspects constitute： the cultural meaning of consumer behavior generated by the product, product brands to build the fashion industry, and the hegemonic nature of the product, and this is the implied symbolic value and potential consumer marketing strategy