企业品牌建设与推广中“中国元素”的运用研究
关键字：品牌建设；品牌推广；中国元素
The Research of using "Chinese Elements" for the
Development and Promotion of the Enterprise Brand
Abstract: Since we entered the 21st century, "Chinoiserie" has become more and more in
demand in the international market. There are numerous domestic and foreign companies
adding Chinese elements to their brands design and promotion, which leads to a better
development of the brand. Therefore the application of Chinese elements is very popular in
society, which not only breathes new life into the companies with exotic culture, but also
becomes an important mean for Chinese brand marketing. Many domestic companies have got
good results by adding more or less Chinese elements during the processes of developing and
promoting for the brand, such as product designing, brand naming, brand positioning,
advertising, propagating, etc. However, the utilization of using Chinese elements during the
processes of developing and promoting is not mature yet. In view of this, this thesis analyzed
the status and problems of using Chinese elements during the processes of developing and
promoting for the brand from the perspective of marketing. Based on this, the thesis will give
some strategies and suggestions which could be helpful to the development and promotion of
the enterprise brand. Meanwhile it could help enhance the power of Chinese culture.
Keyword: Brand building; Brand promotion; Chinese elements
目 录
引言 . 1
（一）研究目的与意义 . 1
（一） 课题研究概况 . 1
（三）主要内容 . 2
一、中国元素在企业品牌建设与推广中的运用历史与现状 . 3
（一）中国元素的发展历程与现状 . 3
1、中国元素的提出 . 3
2、中国元素的内涵 . 3
3、中国元素在各领域运用的现状 . 3
（二）中国元素品牌建设与推广的现状 . 4
1、起步阶段 . 5
2、国家推广阶段 . 5
3、市场主导阶段 . 6
二、 中国元素在企业品牌建设与推广中的运用分析 8
（一）在产品和服务设计中的运用 . 8
1、中国造型的运用 . 8
2、中国款式和色调的运用 . 8
（二）在品牌命名中的运用 . 9
（三）在广告中的运用 . 10
（四）在公关宣传中的运用 . 10
（五）在品牌定位中的运用 . 10
三、 中国元素在品牌建设与推广中存在的问题 12
（一）品牌建设推广中中国元素文化内涵缺失 . 12
（二）营销策划者对“中国元素”符号认知的片面化 . 12
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