消费视角下品牌文化构建初探

A Brief Discussion of Brand Culture Construction under the Perspective of Consuming

在消费市场中越来越多的品牌开始关注自身品牌文化的营造,而品牌文化通过可被感知的产品或是服务向既定的消费者传递品牌理念.消费实现消费者对品牌理念的认可,消费者既推动着品牌文化的产生,也推动着文化的传播,是品牌文化构建的参与者和挖掘者,也是品牌文化价值的实践者.从消费的视角探讨了品牌文化的产生以及与消费文化、社会文化间的关系,从品牌文化自身和消费者两方面分析了品牌文化的构建,强调了品牌文化自身应具备的文化能力和消费者在品牌文化构建中的重要性.

Consumers are not only the participants and promoters of brand culture construction, but also the practitioners of brand cul- ture value. They help to construct the brand culture and promote the culture. Consuming means consumers accept the brand concept. This article probes into the emergence of brand culture and the relationship between consumer culture and society culture, and analyzes the brand culture construction. Cultural competence and the importance of consumers of the brand culture are also emphasized in the ar- ticle.