符号学视域下以“卖萌”为核心的品牌建设研究——“三只松鼠”的案例研究

Showing Cuteness as the Core Strategy of the Brand Construction from Semiotic Perspective——A Case Study for “Three Squirrels”

"卖萌"作为一种情感符号,不仅在微信中用以简单互动,还可以在品牌建设中发挥重要作用。在互联网时代,消费日益呈现出感性化、个性化趋势。以"卖萌"为符号,不仅可以创新品牌设计,还可以开展品牌延伸,并以鲜活的方式与消费者进行互动。本文通过对"三只松鼠"品牌的案例研究,从品牌识别、品牌定位、品牌延伸和品牌传播等方面,对以卖萌为核心的品牌建设进行研究,并提出相应建议。

As a kind of emotional symbol, 'showing cuteness' is not only adopted in WeChat,but also plays an important role in brand-building.In the internet era,consumption shows a tendency of sensibility and individuation increasingly. Taking showing cuteness as a core brand strategy is effective way for brand construction,such as innovating the design of brand,brand extension and brand communication with consumers vividly... The paper does a case study for 'Three Squirrels' to analyze snack foods brand construction based on 'showing cuteness',through following four perspectives——brand identification, brand positioning, brand extension and brand communication. As conclusion,the paper puts forward corresponding suggestions for related business.