探究国潮背景下百雀羚的蜕变

To Explore the Metamorphosis of Pectoralis under the Background of National Tide

摘要: 近年来，国潮逐渐受到广大群体和媒体的关注，随着中国的国际地位不断提升，东方美学的崛起不仅使得民众对于自身的文化的自信高涨，也为那些苦苦挣扎的国货品牌带来了重新崛起的东风。国潮的兴起已然成为不少品牌的新的发展方向，潜力巨大。在充分考虑当代时代背景的前提下，本文首先对相关文献进行了搜集和考究，运用文献研究法、理论分析法，归纳总结法等在此基础上对百雀羚在国潮环境下的蜕变进行了深入探究，分析了前期的发展困境、蜕变过程中的各种因素以及蜕变的创新营销手段，希望引起人们对于企业品牌营销新的认识，更好推动民族品牌崛起。

Abstract: In recent years, the national tide has gradually attracted the attention of the majority of groups and media. With the continuous improvement of China’s international status, the rise of Oriental aesthetics not only makes the people’s self-confidence in their own culture, but also brings the east wind for those struggling domestic brands to rise again. The rise of national tide has become a new development direction for many brands, with great potential. Under the premise of fully considering the background of the contemporary era, this paper first collected and researched the relevant literature, and used the literature research method, theoretical analysis method, induction and summary method on the basis of this, conducted an in-depth exploration of the metamorphosis of Pectoralis under the environment of national tide, analyzed the early development dilemma, various factors in the metamorphosis process and innovative marketing methods of metamorphosis, hoping to arouse people’s awareness In the new understanding of enterprise brand marketing, it is better to promote the rise of national brands.