中国优秀传统文化与国货品牌融合发展研究

Research on the Integration and Development of Chinese Excellent Traditional Culture and Domestic Brand

近年来,国潮热从老字号品牌重回大众视线的“1.0”进阶到国货整体营销运营的“2.0”,再到眼花缭乱的IP联名与国货走出家门的“3.0”阶段,待一波又一波的消费热情退去,消费理性重新被大众所重视,性价比高为王的当下,国货品牌们面临的考验更加炙热,如何提升品牌自身文化内涵已成为各大国货品牌的当务之急。在各类国货品牌的营销宣传当中,本文章主要研究的是中华优秀传统文化的应用,进一步探索国货品牌的出路。

In recent years,the national tidal fever from the old brand returned to the public eye of the“1.0”advanced to the“2.0”of the overall marketing operation of domestic goods,and then to the“3.0”stage of the dazzling IP joint name and domestic goods out of the house.To be wave after wave of consumer enthusiasm recedes,consumer rationality is re-attention to the public.As cost-effectiveness is the king of the moment,domestic brands are facing a more intense test,how to enhance the brand’s own cultural connotation has become a top priority for major domestic brands.In the marketing and publicity of all kinds of domestic brands,this article mainly studies the application of Chinese excellent traditional culture,and further explores the way out of domestic brands.