符号价值理论及其对品牌营销的意义

The Theory of Symbolic Values and Its Signifi cance to Brand Marketing

本文界定了符号、符号价值的概念,对符号价值的含义和以往研究进行了综述,并分析了在时尚消费中符号价值的特殊性,指出在当前人们消费水平不断提升的社会环境下,消费者对品牌符号价值的追求替代了其对使用价值的需要,并提出从品牌识别、品牌定位和品牌传播等方面建立品牌的符号意义系统及品牌的营销策略,从而达到品牌的商业目的。

This paper defi nes the concepts of symbol and symbolic values,reviews the meaning of symbolic values and previous research,analyzes the special characteristics of symbolic values in fashion consumption,and points out that in the current social environment where people’s consumption level has constantly increased,consumers’pursuit of brand symbolic values replaces their needs for use values.This article proposes to establish the symbolic meaning systems of brands and the marketing strategies of brands in terms of brand identifi cation,brand positioning,and brand communication,to achieve the commercial purpose of brands.