国潮文化语境下的中国文化偶像品牌塑造之路

The Road of Chinese Cultural Idol Brand Building in the Context of Guochao Culture

近年,由于国潮风的盛行,国内一部分新兴的美妆品牌借势国潮行动逐渐走出知名度堪忧的境况,迈向崭新的台阶,形成了一批独具辨识度的中国文化偶像品牌。偶像品牌的概念起源于西方,其文化投射及文化偶像的框架理念在民族品牌的传播实践,以及地位巩固的过程中有不可或缺的引领作用。因此,研究中国文化偶像品牌的塑造之路,能为本土新生品牌提供更多品牌运营的参考借鉴,实现产业赋能,永葆基业长青,继续为世界贡献中国智慧。

In recent years, due to the prevalence of national fashion, some emerging beauty brands in China have gradually stepped out of the worrying situation of popularity, stepped into a new level, and formed a number of unique Chinese cultural idol brands. The concept of idol brand originated in the West. Its cultural projection and framework concept of cultural idol plays an indispensable leading role in the communication practice and status consolidation of national brands. Therefore, the research on the shaping of Chinese cultural idol brands can provide more reference for local new brands, realize industrial empowerment, maintain the Evergreen Foundation and continue to contribute Chinese wisdom to the world.