中国品牌的价值观演变研究——基于流行广告语的经济与文化内涵分析

Chinese Brand Culture Values Evolution——Based on Popular Advertising Slogan Study

广告语是通过广告发布的品牌主题语,其是品牌文化核心价值观的集中体现。通过对当代中国流行广告语所反映的中国品牌文化价值观的梳理,发现中国品牌的文化价值观的演变与经济增速、消费者价值观、社会潮流以及企业的营销观念、品牌战略密切相关。当代中国品牌的文化价值观的演变可分为懵懂、明确、发展和再发展四个阶段,每个阶段都在前一阶段基础上有更明确的发展,可以预见绿色环保、资源节约等可持续发展价值观将成为未来品牌文化价值观的主流。

Advertising slogan is advertising brand slogan, the advertising slogan is a concentratedexpression of the brand culture core. Through the combing of the Chinese brand cultural values reflectedin the popular slogan in contemporary China, we find that Chinese brand cultural values evolution andeconomic growth,consumer values,the concept of social trends,as well as corporate marketing,brandstrategy is closely related.to contemporary the evolution of the Chinese cultural values of the brand isdivided into exploration, determine, development and re-development of the four stages and forecastvalues of the green environmental protection,resource conservation,sustainable development will becomea mainstream cultural values of brand in the future.