传播仪式观视域下国货品牌传播探究——以霸王茶姬为例

Research on the Communication of Domestic Brands from the Perspective of Communication Rituals—A Case Study of Bawang Chaji

摘要: 时代变迁深刻影响着国货品牌发展与传播实践，随着互联网流量红利见底，品牌传播成本日益攀升，国民野性消费也渐渐平息。许多国货品牌传播的外在呈现与内在价值严重失衡。霸王茶姬作为国货品牌的典型代表，其品牌传播过程以茶文化共享与关系维系为目标，体现出强烈的仪式色彩。因此，本文以传播仪式观为指导，将国货品牌传播视为一种文化现象，选定霸王茶姬为研究对象，结合深度访谈法、内容分析法等研究方法，进行传播仪式的考察。霸王茶姬定位东方好茶，一以贯之“以茶会友”的文化内核，厚植中国传统茶文化，构建茶原茶饮品的品牌符号意指系统，使品牌中国茶文化与国潮文化紧紧相连，呈现东方茶文化意涵，为传播仪式的文化共享实现打下基础。其次，在品牌传播过程中，霸王茶姬塑造出伯牙绝弦传统经典文化的仪式空间，实现跨时空的文化交流共享。在仪式空间中共同群体展开丰富的互动交流，并展开文化品牌共创再生产，让消费者实现自我认同，对霸王茶姬品牌认同也上升到整体国货的认同，扩大品牌国际化视野，激发中华名族共同体的情感凝聚。最后立足于仪式观视野下霸王茶姬品牌传播研究，为国货品牌长久不衰提供可借鉴方式。

Abstract: The changes of the times have profoundly affected the development and communication practice of domestic brands, with the bottoming out of Internet traffic dividends, the cost of brand communication is rising day by day, and the wild consumption of the people has gradually subsided. There is a serious imbalance between the external presentation and the intrinsic value of the communication of many domestic brands. As a typical representative of domestic brands, Bawang Chaji aims at sharing tea culture and maintaining relationships in its brand communication process, reflecting a strong ritual color. Therefore, this paper is guided by the concept of communication ritual, regards the communication of domestic brands as a cultural phenomenon, selects Bawang Chaji as the research object, and combines in-depth interview method, content analysis method, and other research methods to investigate the communication ritual. Bawang Chaji is positioned as a good ori-ental tea, consistently follows the cultural core of “meeting friends with tea”, cultivates traditional Chinese tea culture, and builds a brand symbol meaning system for tea original tea drinks, so that the brand Chinese tea culture is closely connected with the national tide culture, presents the meaning of oriental tea culture, and lays the foundation for the realization of cultural sharing of communication ceremonies. Secondly, in the process of brand communication, Bawang Chaji has created a ritual space for the traditional classic culture of Boya to achieve cultural exchange and sharing across time and space. In the ceremonial space, the common group carries out rich interactive exchanges, and carries out the cocreation and reproduction of cultural brands, so that consumers can realize their selfidentity, and the brand identity of Bawang Chaji has also risen to the recognition of the overall domestic products, expand the international vision of the brand, and stimulate the emotional cohesion of the community of the Chinese nation. Finally, based on the research on the brand communication of Bawang Chaji from the perspective of ritual concept, it provides a reference method for the long-term longevity of domestic brands.