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没有任何征兆,大量不同行业的中国企业从2010年开始,集中性选择更换标识,伊利、李宁、农夫山泉、杉杉、长城汽车、一汽奔腾、盛大游戏、长安汽车、携程旅行网、酷6网,甚至是刚刚成立4年的网络新公司360,都迫不及待地发布新的品牌标识。一年以来,这种群体性的换标运动甚至已经演变为一股新的浪潮。事实上,这已经是并不久远的中国企业史上第二次换标浪潮。8年之前,以联想为代表的第一波换标浪潮仿佛仍在眼前。自发性的改变意味着对过去的摒弃和对未来的希翼,第一次换标浪潮中的企业们,急于换上崭新的正装参与国际化的游戏,市今天呈现在我们面前的第二次换标浪潮,又是基于怎样的群体性逻辑?换标浪潮背后,有着怎样的共同性趋势?
Without any indication, a large number of Chinese companies in different industries started to focus on replacing their logos in 2010. Erie, Li Ning, Nongfu Spring, Shanshan, Great Wall Motor, FAW Pentium, Shanda Games, Changan Automobile, Ctrip.com, Cool 6 Even the new online company 360, which has just been established for four years, cannot wait to release a new brand identity. Over the past year, this mass rebranding campaign has even evolved into a new wave. In fact, this is the second wave of changes in the history of Chinese companies in the near future. Eight years ago, the wave of changing the standard represented by Lenovo seems to be still in sight. The change of spontaneity means abandonment of the past and hope for the future. The companies in the first wave of bid changes are eager to put on brand-new games to participate in internationalization. The city is presently facing the second time before us today. What is the common trend behind the wave of bid change?