从视觉到文化：国潮品牌形象构建的新路径研究

From Vision to Culture: Research on New Paths for the Construction of Guochao Brands Image

摘要: 在国潮品牌同质化危机与文化消费升级的双重背景下，本文提出东方美学意蕴驱动的品牌形象构建新范式。研究揭示：当前国潮品牌陷入视觉符号堆砌的困境，本质源于文化价值解码的缺失。通过解构东方美学中“自然之美”“生命之美”“器物之美”三大维度，论证传统文化基因向现代商业语言的转化路径——以“天人合一”重构空间体验，用“生生不息”激活代际传承，借“器以载道”创新产品设计。结合Songmont山下有松的实践案例，证实系统性文化转译可构建“美学–功能–情感”价值三角，显著提升品牌溢价能力与消费者忠诚度。研究为本土品牌突破同质化竞争、实现全球化文化输出提供了可操作的战略框架，指明国潮升级需从元素搬运转向价值生态系统的构建。

Abstract: Amid the dual challenges of homogenization in Guochao brands and cultural consumption upgrading, this study proposes a new paradigm for brand image construction driven by Oriental aesthetic essence. The research reveals that the current predicament of Guochao brands—over-reliance on visual symbol stacking—stems from a lack of cultural value decoding. By deconstructing three dimensions of Oriental aesthetics (“natural harmony”, “vitality of life”, and “craftsmanship philosophy”), the study delineates pathways for translating traditional cultural genes into modern commercial language: reconstructing spatial experiences through “harmony between humanity and nature”, activating intergenerational inheritance through “perpetual vitality”, and innovating product design through “utilitarian artistry”. Through the case study of Songmont, the research validates that systematic cultural translation can establish a “aesthetic-function-emotion” value triangle, significantly enhancing brand premium capabilities and consumer loyalty. This work provides a strategic framework for domestic brands to overcome homogenized competition and achieve global cultural influence, advocating a shift from superficial element appropriation to value ecosystem construction in Guochao brand evolution.