文化融合语境下上海家化既有品牌的再生路径

The Regeneration Path of Existing Brand of Shanghai Jahwa in the Context of Cultural Integration

目的通过对上海家化品牌的研究,探讨商业品牌在"文化融合"语境下的多元再生路径。方法以"文化融合"语境为主线,以品牌管理层、品牌设计为剖面,切入管理者、消费者、设计师、设计方法的关键点,并结合实地调研、访谈与案例分析展开研究。结论上海家化管理层的跨文化意识觉醒具有其必要性;在"文化自觉"和"文化场域"下,采用"文化剪辑"与"文化并置"相结合的"文化蒙太奇"手法,提出品牌常青的文化再塑思路。

The work aims to discuss the multi-regeneration path of commercial brands in the context of"cultural integration"through the study on the brands of Shanghai Jahwa.With the context of"cultural integration"as the main line,and the brand management and brand design as the profile,the key points of managers,consumers,designers and design methods were cut in.Moreover,the study was carried out in combination with field investigation,interviews and case analysis.Based on the necessity of the awakening of the cross-cultural awareness of Shanghai Jahwa's management,and the designer's approach to brand redesign in the"field"under"cultural self-consciousness"and"cultural field",and through"cultural montage"techniques such as"cultural editing"and"cultural juxtaposition",the remolding ideas for the long-lasting brand culture are proposed.