民族文化消费新风尚:“国潮”流行的机制探析

“国潮”作为民族文化在当代的积极尝试,为传统文化的当代创新传承以及民族品牌的推广与发展提供了全新的可能。“国潮”的兴起与兴盛是多重因素交织的结果,“国潮”在文化自信意识提升、优秀传统文化“双创”的语境下应运而生,拥有着与青年消费需求相契合的感性功能特质,呈现出形式以及内容上的诸多优点。从长远规划来看,我们应该致力于解决“国潮”现存的相关问题,坚持质量优先、内涵深挖、国际外拓,推动“国潮”在动态化的流变中走向打破圈层的新生之旅,推动“国潮”承载着青年的民族热情以及我国优秀民族文化走向世界舞台。本文在新时代文化建设的背景之下,结合“Z世代”的消费特征探析“国潮”流行的动因机制与现存问题,并提出完善与矫正“国潮”的思路。

As a positive attempt of national culture in contemporary times, "national tide" "provides a new possibility for the contemporary innovative inheritance of traditional culture and the promotion and development of national brands. The rise and prosperity of " national tide " is the result of multiple interwoven factors. " national tide "" arises at the historic moment in the context of the improvement of cultural confidence and awareness, and the "mass entrepreneurship and innovation" of excellent traditional culture. It has the perceptual function characteristics that fit the consumer needs of young people, and presents many advantages in form and content. From the point of long-term planning, we should focus on solving the problem of "national tide" of the existing related, insist on quality first, the connotation of the deep digging, international company, to promote "the tide" in the dynamic rheology to break the spheres of new journey, to promote "national tide" is bearing the weight of the national passion of youth and the excellent national culture to the world stage. Under the background of cultural construction in the new era, this paper analyzes the cause mechanism and existing problems of the prosperity of "national tide" combined with the consumption characteristics of Generation Z, and puts forward the improvement and correction ideas of the current "national tide".