中国国潮趋势与消费民族主义的兴起——对外国品牌的影响: 中国国潮趋势与消费民族主义的兴起——对外国品牌的影响

Anchali  Sombun; Marissa  Intharakoed; Naraporn  Thammadee

ผู้แต่ง

Anchali Sombun The Faculty of Business Administration, Huachiew Chalermprakiet University
Marissa Intharakoed The Faculty of Business Administration, Huachiew Chalermprakiet University
Naraporn Thammadee The Faculty of Business Administration, Huachiew Chalermprakiet University

คำสำคัญ:

Guochao, Consumer Nationalism, Domestic Brands, Foreign Brands, Chinese Market

บทคัดย่อ

本文旨在探讨中国国潮现象与消费者民族主义的兴起，并分析其对外国品牌在中国发展的影响。随着中产阶级的壮大与新生代消费者的崛起，中国消费模式正逐渐由功能导向转向文化认同与情感驱动。国潮不仅是传统元素与现代设计的结合，更体现出文化自信与民族价值认同，使本土品牌由“追随者”成长为“引领者”。同时，在历史记忆、地缘政治和数字媒体的推动下，消费者民族主义不断升温，形成支持国货、抵制外货的社会氛围。在此背景下，华为、李宁等本土品牌通过技术创新和文化符号塑造取得优势，而耐克、H&M等外国品牌则因文化敏感度不足和舆论危机而遭遇挑战。研究表明，文化价值已成为品牌竞争的关键变量。外国品牌若欲在中国市场实现可持续发展，必须提升本土化能力，建立快速的危机应对机制，并在全球战略与本土实践之间实现平衡。

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