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清末民初,西方的重要学科随着留学热潮被引入中国,上海以“海纳百川”之胸怀,孕育着品牌的成长。在这个过程中,公众开始在大众传播的导向下,有意识地进行消费与品牌认知。由于上海华洋共处的城市特征,接触西方商业文化后,市场对低技术产品的需求,使得上海具有形成轻工业品牌的先天优势。“杏花楼”、“双妹”等基于传统背景,结合适应时代的经营理念和宣传方式;“美华利”、“精益”等沿袭西方技术,从技术引入到自主生产。
At the end of the Qing Dynasty and the beginning of the Republic of China, major western disciplines were introduced into China with the boom of studying abroad. Shanghai was bred with the brand image of “Heiner” and gave birth to the brand’s growth. In this process, the public began to consciously conduct consumption and brand awareness under the guidance of mass media. Due to the urban character of Shanghai Huayang co-existing and the demand for low-tech products in the market after exposure to Western business culture, Shanghai has the inherent advantage of forming a light industrial brand. “Mei Hua Lee ”, “Lean ” and other based on the traditional background, combined with the business philosophy and propaganda to adapt to the era; from the introduction of technology To self-production.