国潮品牌崛起的文化基因与战略路径 -市场营销专业

摘要

随着中国文化自信的提升与年轻一代消费观念的转变，国潮品牌逐渐成为推动本土文化复兴和消费升级的重要力量。本研究旨在探讨国潮品牌崛起的文化基因及其战略路径，通过文献分析、案例研究与消费者调研相结合的方法，深入剖析国潮品牌的内在驱动力及其市场表现。国潮品牌的成功源于对传统文化符号的创新性转化以及对现代消费需求的精准把握，其核心竞争力在于文化认同与品牌价值的深度融合。具体而言，国潮品牌通过挖掘历史资源、强化视觉表达、构建情感联结等方式，实现了从文化传承到商业实践的有效转化。此外，数字化传播与跨界合作为国潮品牌提供了新的增长引擎。国潮品牌的持续发展需在保持文化内核的同时，注重技术创新与全球化视野的结合，从而实现更深层次的文化输出与商业价值创造。

关键词：国潮品牌；文化基因；品牌价值；数字化传播；跨界合作

Cultural Genes and Strategic Pathways of the Rise of Guochao Brands

英文人名

Directive teacher:×××

Abstract

With the improvement of Chinese cultural confidence and the change of young generation's consumption concept, Guocao brand has gradually become an important force to promote the revival of local culture and consumption upgrading. The purpose of this study is to explore the cultural gene and strategic path of the rise of the Guocao brand. Through the method of literature analysis, case study and consumer research, the internal driving force and market performance of the Guocao brand are deeply analyzed. The success of Guocao brand originates from the innovative transformation of traditional cultural symbols and the accurate grasp of modern consumer demand. Its core competitiveness lies in the deep integration of cultural identity and brand value. Specifically, the Guocao brand has realized the effective transformation from cultural inheritance to business practice by mining historical resources, strengthening visual ex pression and building emotional connection. In addition, digital communication and cross-border cooperation provide a new growth engine for Guocao brands. The sustainable development of Guocao brand needs to maintain the cultural core at the same time, pay attention to the combination of technological innovation and global vision, so as to achieve deeper cultural output and commercial value creation.

Keywords: Guochao Brand；Cultural Gene；Brand Value；Digitalized Dissemination；Crossover Collaboration

引言 1

一、国潮品牌的文化基因溯源 1

(一)传统文化的现代转化 1

(二)民族认同的文化驱动 2

(三)品牌价值的文化嵌入 2

二、国潮品牌的社会心理基础 3

(一)年轻群体的文化自信 3

(二)社交媒体的情感共鸣 3

(三)消费升级的价值取向 4

三、国潮品牌的战略定位分析 4

(一)差异化竞争的核心要素 4