统一品牌的地方转译：新华书店品牌资产的在地化建构

Local Translation of a Unified Brand: The Localized Construction of Xinhua Bookstore’s Brand Equity

摘要: 新华书店作为覆盖全国的统一品牌，其地方门店如何在标准化框架下实现差异化建构，是文化企业品牌管理的重要议题。文章选取甘肃庄浪、新疆喀什、江西景德镇三地新华书店为案例，运用CBBE模型分析其品牌资产建构过程，提炼出文化共生、公共服务嵌入、符号嫁接三种地方转译机制，进而提出品牌资产建构的四层逻辑。研究发现，统一品牌的地方转译并非简单的文化叠加，而是以地域属性为基础的战略适配与价值重构，其实现有赖于地方特质、品牌战略与运营实践的三维协同。

Abstract: As a nationwide unified brand, Xinhua Bookstore faces an important issue in brand management for cultural enterprises: how its local stores achieve differentiated development within a standardized framework. Taking Xinhua Bookstores in Zhuanglang (Gansu), Kashgar (Xinjiang), and Jingdezhen (Jiangxi) as research cases, this paper adopts the CBBE model to analyze the construction process of their brand equity. It summarizes three local translation mechanisms, namely cultural symbiosis, public service embeddedness, and symbol grafting, and further puts forward a four-tier logic for brand equity construction. The study reveals that the local translation of a unified brand is not a simple superposition of cultures, but a strategic adaptation and value reconstruction based on regional characteristics. Its realization relies on the three-dimensional coordination of local features, brand strategy, and operational practice.