摘要
近年,一些化妆品和服饰品牌率先采用中国元素,受到年轻人的追捧和喜爱,并引发模仿效应,从线上到线下掀起一阵国潮之风。国潮营销是对传统文化的追溯和继承,是结合时代特征和大众需求,对传统文化进行的创新性发展。本文根据艾弗雷特·M.罗杰斯的创新扩散理论,分析国潮营销在当下的机遇,探明“国潮”如何成为一种潮流,并剖析目前国潮营销过程中出现的问题及其成因,探寻国潮营销如何进一步在满足人们日常生活需要的同时,实现一定的文化和审美教育功能。
In recent years,some cosmetics and apparel brands have taken the lead in adopting Chinese elements,which have been sought after and loved by young people,have triggered imitative effects,and there has been a wave of national tide from online to offline.Guochao marketing is the tracing and inherit-ance of traditional culture.It is necessary to combine the characteristics of the times and the needs of the public to carry out innovative development for tradi-tional culture.Based on Everett M.Rogers'innovation diffusion theory,this arti-cle will analyze the current opportunities in the marketing process of Guochao,and find out how“Guochao”can become a trend?Based on the analysis of the causes of these problems,this article further explores how to further develop Guochao marketing to meet the needs of people's daily life while further fulfilling certain cultural and aesthetic education functions.
作者
蔡尚伟
张佳佳
Cai Shangwei;Zhang Jiajia
出处
《新媒体与社会》
2023年第1期23-35,共13页
New Media and Society
基金
国家社科基金重大项目“丝绸之路经济带沿线国家文化产业合作共赢模式及路径研究”(项目批准号:17ZDA044)。
关键词
国潮
国潮营销
文化传播
品牌
Guochao
Guochao Marketing
Culture Communication
Brand
