国潮背景下国货品牌形象构建与维护研究

【摘要】 随着国潮风潮的兴起，国货品牌逐渐成为人们关注的焦点。本文以国潮背景下国货品牌形象构建与维护为研究对象，通过文献分析和案例研究，探讨了国货品牌形象构建的原则、策略和实施方法，并提出了国货品牌形象维护的对策和建议。研究发现，国货品牌形象构建需要遵循品牌定位、品牌识别、品牌形象传递和品牌文化建设四个原则，采取差异化、品质化、文化化和情感化的策略，实施线上线下多渠道推广和品牌联合营销，建立品牌形象评估机制和反馈机制，加强品牌文化建设和品牌形象塑造。在品牌形象维护方面，需要建立危机管理机制，加强品牌口碑管理和品牌形象监测，加强品牌服务和品牌体验建设，提高品牌忠诚度和品牌认同度。

【关键词】 国潮；国货品牌；品牌形象；品牌构建；品牌维护

【Abstract】 With the rise of national trend, domestic brands have gradually become the focus of people's attention. This paper takes the construction and maintenance of domestic brand image under the background of national trend as the research object. Through literature analysis and case study, this paper explores the principles, strategies and implementation methods of domestic brand image construction, and puts forward countermeasures and suggestions for domestic brand image maintenance. The study found that the construction of domestic brand image needs to follow four principles: brand positioning, brand recognition, brand image transmission and brand culture construction. It also needs to adopt differentiation, quality, cultural and emotional strategies, implement online and offline multi-channel promotion and brand joint marketing, establish brand image evaluation mechanism and feedback mechanism, and strengthen brand culture construction and brand image shaping. In terms of brand image maintenance, it is necessary to establish a crisis management mechanism, strengthen brand reputation management and brand image monitoring, strengthen brand service and brand experience construction, and improve brand loyalty and brand identity.

【Keywords】 National trend; domestic brand; brand image; brand construction; brand maintenance