摘要
原型化策略有利于品牌讲好故事,建立消费者价值。故事原型存在文化差异,中国农产品品牌与其来源地文化背景紧密关联,需总结农产品品牌故事原型类型,以便讲好品牌故事,提高营销效果。选取典型中国地理标志农产品品牌,对这些品牌的代表性品牌故事文本进行扎根理论三级编码,抽象出中国农产品品牌故事原型,构建中国农产品品牌故事原型模型。从模型看出,中国农产品品牌故事由“延续生命”“生产革命”和“英雄崛起”等为核心的6大类17个故事原型及其变形,按照“导入情境”“问题出现”“对抗过程”和“问题解决”的叙事结构组合而成,具有“天人合一”“阴阳对反”和“循环往复”等特点。中国农产品品牌可结合品牌故事主题,优选核心故事原型类型,优化故事原型组合结构,讲好品牌故事。
Archetype strategies are beneficial to brands to tell good stories and establish consumer value.There are cultural differences in story archetypes,and Chinese agricultural product brands are closely related to the cultural background of their origin.It is necessary to summarize the types of story archetypes in order to tell the brand story well and improve marketing effectiveness.This study selects typical Chinese geographical indication agricultural product brands,code the representative brand story texts of these brands at three levels based on grounded theory,abstract the Chinese agricultural product brand story archetype,and construct the Chinese agricultural product brand story archetype model.From the model,it can be seen that Chinese agricultural product brand stories are composed of 6 categories and 17 story archetypes with the core of“extending life”,“production revolution”,and“hero rising”,and their transformations are in accordance with four story development stages:“introduction context”,“problem emergence”,“confrontation process”,and“problem solving”.They have the characteristics of“unity of nature and human beings”,“yin and yang opposites”,and“cyclical”.Chinese brands can combine the brand story theme,optimize the core story archetype type,optimize the story archetype combination structure,and tell a good brand story.
作者
程志宇
Cheng Zhiyu(Hunan First Normal University)
出处
《新闻与传播评论》
北大核心
2025年第2期5-19,共15页
Journalism & Communication Review
基金
湖南省社会科学基金项目(23YBA264)。
关键词
农产品品牌
品牌故事
故事原型
叙事结构
扎根理论
agricultural product brand
brand story
story archetype
narrative structure
grounded theory
