浙商成长的符号优势与品牌符号模型——一种品牌符号学的视角

The Symbolic Advantages and Brand Symbolic Models of Zhejiang Enterprises——from the Perspective of Brand Semiotics

浙商是我国重要的商业群体,改革开放后的浙商发展史就是一部从有形的产品优势向无形的品牌价值转变的提升史,浙商的品牌资源成为其实现转型升级的重要文化资产。本研究选择品牌符号学视角,在梳理浙商发展的符号优势基础上,对改革开放后不同阶段浙商品牌所具备的符号内涵和要素构成进行探讨,构筑A型模式、GB模式、DB模式和IB模式四种品牌模型,在当下文化产业发展的大趋势下,为浙商积极参与文化产业发展以及提升自身品牌符号活力,参与全球品牌竞争提供理论参照。

As the major business group of China,Zhejiang Enterprises have undergone a marked promotion from tangible products advantages to intangible brand value. The brand resources have become the significant cultural asset for transformation and upgrading. Based on combing the symbolic advantages of Zhejiang Enterprises,this paper studies the symbolic connotation of Zhejiang Enterprises brand in different stages after the reform and opening from the brand semiotic theoretical view. The paper establishes four brand models： A,GB,DB and IB,which will be the important theoretical references for Zhejiang Enterprises in the development of cultural industry,improving the brand symbolic vitality and participating in the competition of the world brands.