全球化背景下中国品牌文化原型资源的开发——基于原型理论的研究框架

doi:10.16382/j.cnki.1000-5579.2020.06.015

摘要/Abstract

摘要： 文化对国际品牌有着重要的战略意义，如何开发中国文化原型资源进而开拓国际市场，是每个中国跨国品牌都非常关心的问题。为此，可以原型理论为理论基础，构建起全球化背景下中国品牌文化原型资源开发的研究框架。根据该框架，中国品牌可以基于价值符号、人物形象和主题故事来识别国家文化原型资源，并通过原型化策略（符号化策略VS.拟人化策略VS.叙事化策略）将其转化为可供国际化操作的品牌原型表征，同时，通过一定的感知标准（中国文化象征性VS.东道国文化一致性）可对这一转化的有效性进行检验。上述思路进一步拓展了原型理论的适用范围，有利于企业深入了解国家文化原型资源在品牌国际化中的作用，也为中国品牌国际化进程中应用国家文化资源提供重要的战略指引。

关键词: 品牌原型, 文化原型, 原型理论, 品牌国际化, 中国品牌

Abstract: Culture is crucial and strategic asset to an international brand. Every multinational brand in China has shown its concern about how to develop Chinese cultural archetype resources so as to explore the international market. Based on the archetype theory, this study proposes a conceptual framework for developing Chinese cultural archetype resources in the context of globalization. It suggests that Chinese culture archetype resources can be converted into brand prototype characterization through archetype strategies(symbolic strategy vs. anthropomorphic strategy vs. narrative strategy) based on value symbols, characters and theme stories. According to certain perception standards(cultural symbolism of China vs. cultural coherence of a host country), we can test the effectiveness of the conversion. Extending the application of the archetype theory, this study will help enterprises to have a deep understanding of the role of Chinese culture archetype resources in brand internationalization. This paper ends with a discussion on future research questions and agenda implied by the conceptual framework.

Key words: brand prototype, cultural archetype, archetype theory, brand internationalization, Chinese brands

汪涛, 熊莎莎, 周玲. 全球化背景下中国品牌文化原型资源的开发——基于原型理论的研究框架[J]. 华东师范大学学报(哲学社会科学版), 2020, 52(6): 152-163.

WANG Tao, XIONG Sha-sha, ZHOU Ling. The Development of Chinese Brand Cultural Archetype Resources in the Context of Globalization: A Conceptual Model Based on the Archetype Theory[J]. Journal of East China Normal University (Philosophy and Social Sciences), 2020, 52(6): 152-163.

参考文献

何佳讯、吴漪,2015,《品牌价值观:中国国家品牌与企业品牌的联系及战略含义》,《华东师范大学学报(哲学社会科学版)》第5期。
何佳讯、吴漪、谢润琦,2014,《中国元素是否有效:全球品牌全球本土化战略的消费者态度研究——基于刻板印象一致性视角》,《华东师范大学学报(哲学社会科学版)》第5期。
蒋廉雄、何云、朱辉煌、卢泰宏,2010,《品牌原型的理论基础、研究回顾与展望》,《外国经济与管理》第1期。
[瑞士]卡尔·古斯塔夫·荣格,2011,《原型与集体无意识·荣格文集(第五卷)》,徐德林译,北京:国际文化出版公司。
刘英为、聂春艳、张璟,2016,《全球化背景下中国品牌原型化战略研究》,《管理世界》第4期。
刘英为、汪涛、聂春艳、张伟,2020,《如何应用国家文化原型实现品牌的国际化传播——基于中国品牌海外社交媒体广告的多案例研究》,《管理世界》第1期。
刘英为、汪涛、周玲、聂春艳,2018,《中国品牌文化原型研究:理论构建与中西比较》,《营销科学学报》第1期。
[美]玛格丽特·马克、卡罗·S.皮尔森,2003,《很久很久以前:以神话原型打造深植人心的品牌》,许晋福、戴至中、袁世珮译,汕头:汕头大学出版社。
孟繁怡、傅慧芬,2016,《中国品牌利用文化元素改善外国消费者品牌态度的路径研究》,《外国经济与管理》第4期。
聂春艳、汪涛、赵鹏、崔楠,2018,《解释框架对文化混搭产品评价的影响——比较焦点和解释策略的调节效应》,《心理学报》第12期。
任剑涛,2012,《内在超越与外在超越:宗教信仰、道德信念与秩序问题》,《中国社会科学》第7期。
汪涛、贾煜、王康、崔楠,2018,《中国企业的国际化战略:基于新兴经济体企业的视角》,《中国工业经济》第5期。
汪涛、周玲、彭传新、朱晓梅,2011,《讲故事塑品牌:建构和传播故事的品牌叙事理论——基于达芙妮品牌的案例研究》,《管理世界》第3期。
叶凤琴,2016,《原型:作为品牌的表征》,《广告大观(理论版)》第5期。
叶凤琴、黄秀莲,2016,《反思与超越:中国品牌原型研究价值探讨》,《广告大观(理论版)》第1期。
张会龙、李桂华、张宇东、杨萍,2019,《中国跨国公司如何利用国际社交媒体提升品牌绩效——基于天士力的Facebook营销案例分析》,《珞珈管理评论》第2期。
Adaval, R. and Wyer, R. S., 1998, "The Role of Narratives in Consumer Information Processing", Journal of Consumer Psychology, Vol.7, No.3.
Aggarwal, P. and McGill, A.L., 2007, "Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products", Journal of Consumer Research, Vol.34, No.4.
Aggarwal, P. and McGill, A.L., 2012, "When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Priming Effects of Brand Anthropomorphism", Journal of Consumer Research, Vol.39, No.2.
Carpenter, G.S. and Nakamoto, K., 1989, "Consumer Preference Formation and Pioneering Advantage", Journal of Marketing Research, Vol.26, No.3.
Delbaere, M., McQuarrie, E. F. and Phillips, B. J., 2011, "Personification in Advertising", Journal of Advertising, Vol.40, No.1.
Escalas, J.E., 2004, "Narrative Processing:Building Consumer Connections to Brands", Journal of Consumer Psychology, Vol.14, No.1-2.
Facenda, V.L., 2007, "Stories not Facts Engage Consumers", Vmarketing, Vol.12.
Feng, W., Wang, T. and Mu, W., 2020, "The Influence of Anthropomorphic Communication in Social Media on the Country-of-Origin Effect",International Journal of Advertising, DOI:10.1080/02650487.2020.1755182.
Holt, D.B. and Thompson, C.J., 2004, "Man-of-Action Heroes:The Pursuit of Heroic Masculinity in Everyday Consumption", Journal of Consumer Research, Vol.31, No.2.
Kates, S.M., 2004, "The Dynamics of Brand Legitimacy:An Interpretive Study in the Gay Men's Community", Journal of Consumer Research, Vol.31, No.2.
Laughlin, R.C., 1991, "Environmental Disturbances and Organizational Transitions and Transformations:Some Alternative Models", Organization Studies, Vol.12, No.2.
Lehmann, D.R., Keller, K.L. and Farley, J.U, 2008, "The Structure of Survey-Based Brand Metrics", Journal of International Marketing, Vol.16, No.4.
Magnusson, P., Krishnan, V., Westjohn, S.A. and Zdravkovic, S., 2014, "The Spillover Effects of Prototype Brand Transgressions on Country Image and Related Brands", Journal of International Marketing, Vol.22, No.1.
Malär, L., Krohmer, H., Hoyer, W.D. and Nyffenegger, B., 2011, "Emotional Brand Attachment and Brand Personality:The Relative Importance of the Actual and the Ideal Self", Journal of Marketing, Vol.75, No.4.
Mao, H. and Krishnan, H.S., 2006, "Effects of Prototype and Exemplar Fit on Brand Extension Evaluations:A Two-Process Contingency Model", Journal of Consumer Research, Vol.33, No.1.
McCracken, G.,1986, "Culture and Consumption:A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods", Journal of Consumer Research, Vol.13, No.1.
Medin, D.L. and Smith, E.E., 1984, "Concepts and Concept Formation", Annual Review of Psychology, Vol.35, No.1.
Monga, A.B. and John, D.R., 2007, "Cultural Differences in Brand Extension Evaluation:The Influence of Analytic versus Holistic Thinking", Journal of Consumer Research, Vol.33, No.4.
Monga, A.B. and John, D.R.,2010, "What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation", Journal of Marketing, Vol.74, No.3.
Nie, C. and Wang, T., 2019, "How Global Brands Incorporate Local Cultural Elements to Improve Brand Evaluations", International Marketing Review, https://doi.org/10.1108/IMR-01-2019-0035.
Papadopoulos, N. and Heslop, L., 2002, "Country Equity and Country Branding:Problems and Prospects", Journal of Brand Management, Vol.9, No.4.
Peracchio, L.A. and Tybout, A.M., 1996, "The Moderating Role of Prior Knowledge in Schema-Based Product Evaluation", Journal of Consumer Research, Vol.23, No.3.
Puzakova, M., Kwak, H. and Rocereto, J.F., 2013, "When Humanizing Brands Goes Wrong:The Detrimental Effect of Brand Anthropomorphization Amid Product Wrongdoings", Journal of Marketing, Vol.77, No.3.
Roesler, C., 2012, "Are Archetypes Transmitted More by Culture than Biology? Questions Arising from Conceptualizations of the Archetype", Journal of Analytical Psychology, Vol.57, No.2.
Rosch, E. and Mervis, C.B., 1975, "Family Resemblances:Studies in the Internal Structure of Categories", Cognitive Psychology, Vol.7, No.4.
Schwartz, S.H., 1992, "Universals in the Content and Structure of Values:Theoretical Advances and Empirical Tests in 20 Countries", Advances in Experimental Social Psychology, Vol.25.
Sheth, J.N., 2011, "Impact of Emerging Markets on Marketing:Rethinking Existing Perspectives and Practices", Journal of Marketing, Vol.75, No.4.
Snyder, R., 1992, "Comparative Advertising and Brand Evaluation:Toward Developing a Categorization Approach", Journal of Consumer Psychology, Vol.1, No.1.
Srull, T.K. and Wyer, R.S., 1980, "Category Accessibility and Social Perception:Some Implications for the Study of Person Memory and Interpersonal Judgments", Journal of Personality and Social Psychology, Vol.38, No.6.
Steenkamp, J.B.E.M and Geyskens, I., 2006, "How Country Characteristics Affect the Perceived Value of Web Sites", Journal of Marketing, Vol.70, No.3.
Sujan, M., 1985, "Consumer Knowledge:Effects on Evaluation Strategies Mediating Consumer Judgments", Journal of Consumer Research, Vol.12, No.1.
Sung, Y. and Tinkham, S. F., 2005, "Brand Personality Structures in the United States and Korea:Common and Culture-Specific Factors", Journal of Consumer Psychology, Vol.15, No.4.
Torelli, C.J., Özsomer, A., Carvalho, S.W., Keh, H.T. and Maehle, N., 2012, "Brand Concepts as Representations of Human Values:Do Cultural Congruity and Compatibility between Values Matter?" Journal of Marketing, Vol.76, No.4.
Ward, J. and Loken, B., 1986, "The Quintessential Snack Food:Measurement of Product Prototypes", Advances in Consumer Research, Vol.13.
Zhang, Y. and Khare, A., 2009, "The Impact of Accessible Identities on the Evaluation of Global versus Local Products", Journal of Consumer Research, Vol.36, No.3.
Zhou, L., Poon, P. and Wang, H., 2015, "Consumers' Reactions to Global versus Local Advertising Appeals:A Test of Culturally Incongruent Images in China", Journal of Business Research, Vol.68, No.3.