文化融合语境下上海家化既有品牌的再生路径-包装工程.PDFVIP

第 39 卷 第 20 期 包 装 工 程 2018 年 10 月 PACKAGING ENGINEERING 85 文化融合语境下上海家化既有品牌的再生路径 1 2 陈青 ，王蒙 （1.上海大学，上海 200444 ；2.上海美术学院，上海 200444 ） 摘要： 目的 通过对上海家化品牌的研究，探讨商业品牌在“文化融合”语境下的多元再生路径。方法 以 “文化融合”语境为主线，以品牌管理层、品牌设计为剖面，切入管理者、消费者、设计师、设计方法的 关键点，并结合实地调研、访谈与案例分析展开研究。结论 上海家化管理层的跨文化意识觉醒具有其 必要性；在 “ 文化自觉”和“文化场域”下，采用“文化剪辑”与“文化并置”相结合的“文化蒙太奇”手法，提 出品牌常青的文化再塑思路。 关键词：品牌；文化融合；场域；上海家化 中图分类号：TB472 文献标识码：A 文章编号： 1001-3563(2018)20-0085-05 DOI ：10.19554/j.cnki.1001-3563.2018.20.013 The Regeneration Path of Existing Brand of Shanghai Jahwa in the Context of Cultural Integration 1 2 CHEN Qing , WANG Meng (1.Shanghai University, Shanghai 200444, China; 2.Shanghai Academy of Fine Arts, Shanghai 200444, China) ABSTRACT: The work aims to discuss the multi-regeneration path of commercial brands in the context of cultural in- tegration through the study on the brands of Shanghai Jahwa. With the context of cultural integration as the main line, and the brand management and brand design as the profile, the key points of managers, consumers, designers and design methods were cut in. Moreover, the study was carried out in combination with field investigation, interviews and case analysis. Based on the necessity of the awakening of the cross-cultural awareness of Shanghai Jahwas management, and the designers approach to brand redesign in the field under cultural self-consciousness and cultural field, and through cultural montage techniques such as cultural editing and cultural juxtaposition, the remoldin