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伴随着消费狂潮的席卷,以往依赖劳动创造价值来构建身份的方式被取缔,而消费商品中所蕴含的符号价值,成为人们获得认同的特定行为方式。现代商品的符号价值主要由品牌带来,对差异性的品牌符号价值进行消费成为人们构建身份认同的重要途径,而品牌符号表意的片面化是生产具有差异性的品牌符号价值,进而提高品牌认知的秘诀。反过来,这也将为品牌实践提供理论指导。
With the upsurge of consumer craze, the past, the way to construct identity relying on labor to create value has been banned, and the symbolic value contained in consumer goods has become a specific way of behavior for people to gain approval. The symbolic value of modern goods is mainly brought by the brand. It is an important way for people to build their identities to consume the differentiated brand symbol value. The one-sidedness of the brand symbol is the production of brand symbol value with different signatures, which in turn enhances brand recognition Know the secret. This, in turn, will also provide theoretical guidance for brand practice.