论淘品牌的标出与大学生消费

• 作 者: 罗梅 杨晓菲
• 机 构: 四川大学文学与新闻学院,
• 出 处: 中外文化与文论
• 发表日期: 2017年01期
• 关键词: 标出性翻转 大学生消费 淘宝 文化动因 后期发展 文化景观 销售渠道 线下 网购 电子商务平台

大学生当前花了大量的时间用于淘宝购物,其中很大部分是淘品牌。理解淘品牌的品质,是大学教育的重要组成部分。淘品牌是以“非传统方法”塑造的品牌,存在着一个致命的悖论:为保持个性,它必须与普通品牌区别;为追求利润,它又必须选择传统品牌路径。这背后的逻辑极少有人研究。作为品牌的对立面,淘品牌在近几年的发展中获得了市场的广泛认可,成为新的营销和文化景观。在符号学标出性理论的视域中对淘品牌的发展加以考察,可以探索出淘品牌背后的深层动力机制:淘品牌标出的风格特征是其早期异军突起的原因;标出性渐弱甚至翻转是其后期发展乏力的深层次文化动因;透析、把握这个文化标出机制是淘品牌运作的关键。

College students spend a lot of time currently for Taobao shopping, most of which Amoy brand. Understanding the quality of Amoy brand is an important part of college education. Amoy brand is based on “unconventional ” brand, there is a deadly paradox: in order to maintain individuality, it must be distinguished from the ordinary brand; in pursuit of profit, it must choose the traditional brand path. Few people behind the logic of this study. As the antithesis of the brand, Amoy brand has been widely recognized by the market in recent years and has become a new marketing and cultural landscape. Inspecting the development of Amoy brand in the visual field of semiotic theory can explore the deep motivation mechanism behind Amoy brand: Amoy brand style features are the reason of its sudden emergence; Flip is the underlying cultural motivation for its late development weakness; dialysis, to grasp the mechanism of this culture is the key to Amoy brand operation.