摘要
品牌是商品经济的产物,除了表达品牌外在的商业属性和利益外,更重要的是向消费者传递深层次的品牌文化和服务理念,以此得到消费者的认可,让消费者的再次选择反哺品牌,品牌内涵得以深入地与市场的新兴潮流相融合。中国非遗活化是近年来的热点话题,如何将非遗文化与当代快消产品相融合,星巴克做出了概念性的实践。
Brands are a product of the commodity economy.Beyond conveying to consumers the external commercial attributes and benefits of a brand,it is more important to communicate the in-depth brand culture and service philosophy to them.This enables the brand to gain consumers'recognition,and consumers'repeat purchases in turn nourish the brand—deepening its connotation and integrating it with emerging market trends.China's intangible cultural heritage has been a focus of attention in recent years.The question of how to integrate ICH culture with contemporary fast-moving consumer goods(FMCG)has seen a conceptual practice by Starbucks.
作者
张建宇
郭丝亭
ZHANG Jianyu;GUO Siting
出处
《丝网印刷》
2025年第22期56-58,共3页
Screen Printing
关键词
非遗
品牌策略
星巴克咖啡
快消品
intangible cultural heritage
brand strategy
starbucks
FMCG
