基于扎根理论的“国潮品牌”的用户评论情感共鸣和网络营销策略研究——以李宁、花西子为例

A Study on Emotional Resonance in User Reviews and Online Marketing Strategies for “Guochao Brands” Based on Grounded Theory—Taking Li-Ning and Florasis as Examples

摘要: 近年来，“国潮”现象蓬勃兴起。以李宁、花西子为代表的品牌，通过融合传统与现代的设计，在社交平台上引发了广泛关注。本研究以此为例，聚焦于用户情感反应，旨在探讨国潮品牌如何与用户建立深层连接。研究采用扎根理论方法，对社交平台的用户评论进行了质性分析。通过系统编码，揭示了影响用户情感共鸣的关键维度，并初步比较了不同品类品牌(运动服饰与美妆)的异同。分析发现，尽管存在品类差异，但其情感共鸣的形成遵循一条相通的内在逻辑路径。用户与品牌的互动呈现出独特的阶段性特征，是多因素复杂作用的结果。基于此发现，本研究为国潮品牌优化网络传播、增强用户认同提供了方向性建议，为其实现情感驱动下的长效发展提供了有益思考。

Abstract: In recent years, the “Guochao” phenomenon has flourished, with brands like Li-Ning and Florasis gaining significant attention on social platforms by integrating traditional and modern designs. This study examines these representative cases, focusing on user emotional responses to explore how Guochao brands establish deep connections with consumers. Employing a grounded theory approach, the research conducts qualitative analysis of user comments from social platforms. Through systematic coding, it reveals key dimensions influencing users’ emotional resonance and provides a preliminary comparison between brands in different categories (sportswear versus cosmetics). The analysis demonstrates that despite category differences, the formation of emotional resonance follows a shared logical pathway. User-brand interactions exhibit distinctive stage characteristics, involving the complex interplay of multiple factors. Based on these findings, the study offers directional recommendations for Guochao brands to optimize their online communication strategies and strengthen user identification, providing valuable insights for achieving sustainable development driven by emotional connections.