本土品牌刻板印象的成因及对策研究--基于刻板思维与符号认知的文本分析.docVIP

  本土品牌刻板印象的成因及对策研究—— 基于刻板思维与符号认知的文本分析# 刘进平，张燚，张锐* 5 10 15 20 25 30 （重庆文理学院品牌科学研究所，402160） 摘要：由于中国社会普遍存在本土品牌刻板印象，导致了对“洋品牌”的崇尚和“假洋货” 的大量涌现，给本土品牌成长和消费者权益造成了极大的伤害。本文借助刻板思维与符号 认知理论，对中国社会本土品牌刻板印象的成因进行文本分析，研究表明：中国社会“本土 品牌偏见”的成因是多方面的，除本土企业自身走低端产品路线这一根本原因以外，也有 政府行为、媒体启动、社会文化环境等多方面的影响。中国消费者正是根据这些信息的指 向或表征进行“档次、质量、技术、责任和信誉”等方面的符号认知和有关“本土品牌形 象”的意义加工。最后，提出了本土品牌偏见转变的干预对策。 关键词：本土品牌；刻板印象；符号认知；文本分析 中图分类号：C93；F274 The Causes and Tactics of Local Brands Stereotype based on Stereotyped Thinking and Symbolic Cognitive Perspective LIU Jinping, ZHANG Yi, ZHANG Rui (Institute of Brand Sciences, Chongqing University of Arts and Sciences, Yongchuan.Chongqing, 402160) Abstract: As it existed widely stereotype to local brands in the Chinese consumer idea, it resulted in the fanatical pursuit of foreign brands and the large numbers of fake foreign goods, and caused great harm to the growth of local brands and consumers rights. it analyses causes of stereotype of Chinese consumers to local brands by social cognitive and semiotic theory, research shows that: Chinese consumers have a strong, non-rational local brand prejudice and foreign brand preference . its causes are manifold, in addition to local products on their own by taking the low road outside, but also government action, market environment, social and cultural environment and other aspects of the impact of the media launch. Chinese consumer cognized the symbol about grade, quality, technology, accountability and process the meaning of local brand image based on the point and characterization of the information. Currently, it urgently need to strengthen the theoretical study of this issue, and on this basis, it explores systematically the effective intervention tactics. Key words: Local brands; Stereotypes; Symbolic cognition; Text analysis 35 1.中国社会本土品牌刻板印象的存在性 刻板印象无处不在，不仅广泛存在于社会领域，如性别-职业刻板印象、独生子女刻板 印象、种族刻板印象等，而且在消费领域也普遍存在着本土品牌刻板印象，即与外国品牌相 比，本土品牌被赋予消极的质量、性能、安全等产品属性特征或观念。在生活中，中国消费 40 者不仅仅表现出强烈的趋崇心理和行为，更重要的是许多西方国家很普通的二线品牌（如 Coach皮包