Choshun: The development trend of brand culture

Choshun: The development trend of brand culture

In today's society, mankind has stepped into a knowledge economy era represented by information technology industry. The main performance in: First, the rapid development of science and technology and social productivity, accelerate the replacement of products, a variety of new products and high-tech products, thereby promoting the consumption of content and lifestyle updates; second, the World economic integration process is accelerating, the international big market gradually formed, Products are unimpeded between countries, consumers are not only domestic market domestic products, but directly face the international market and national products; Thirdly, the rapid development and wide application of electronic and information technology have brought a strong impact on the traditional way of exchanging goods, It also provides the possibility for the consumers to realize the fundamental change of the way of shopping and the way of consumption. Finally, the development of modern transportation and communication technology has rapidly narrowed the space distance between regions, promoted the increase of international exchanges, and made it possible to exchange and integrate the cultural traditions, values and customs of different countries and nationalities, and all kinds of new "alloy "Cultural, consumer trends are emerging, and at an unprecedented pace in the world wide spread and spread." Brand Culture is a pioneer of the new culture, is the epitome of the spirit of the times, so it will inevitably present a new feature and development trend. These characteristics and trends mainly have the following aspects.
(i) A culture of equality
equality is the consistent pursuit and good wishes of mankind. With the improvement of productivity and the progress of social civilization, there is a growing desire to eliminate inequalities and to show a desire for equality. Now, to create wealth with knowledge, to become the slogan of the younger generation. The unequal relations attached to the hereditary wealth fell apart, and the aristocratic culture disappeared. Therefore, equality is an important feature of culture in the new century.
(ii) a culture of innovation
for enterprises, the content of innovation is very rich, it is a comprehensive innovation, including technological innovation, product innovation, marketing innovation, management innovation, concept innovation, system innovation and so on. In the increasingly fierce market competition today, innovation represents the viability of the enterprise, can not innovate, will be eliminated. Therefore, innovation spirit and innovation ability become the main demand of brand culture in the new century.
(iii) Culture of environmental protection
human beings in the creation of social wealth, but also a large amount of energy consumption, seriously polluted the environment, and then endanger the future survival and development of mankind. In this situation, human beings began to examine and reflect on their own journey, and strive to find a way to reduce resource consumption, maintain ecological balance and achieve harmony between human and nature. Many consumers regard the protection of natural resources and ecological environment as their own, linking consumption with global and socio-economic development, consciously incorporating personal consumption needs and consumption behavior into the norms of environmental protection. Therefore, the concept of green environmental protection has become the mainstream of brand cultural values in the new century.
(iv) high-emotional culture
fast-paced, multi-change, high-competition, high-tension work and lifestyle, make people's emotional needs increasingly strong. What many consumers value is not the quantity and quality of the product, but the degree of intimacy with themselves. They buy goods in order to satisfy an emotional craving, or to pursue a particular commodity in accordance with the ideal self-concept. The goods they buy are not indispensable necessities of life, but a kind of perceptual goods that resonate with their psychological needs. This trend is particularly evident among consumers in developed economies. Therefore, the high emotion becomes the important characteristic of today's brand culture.
(v) a personalized culture
Many consumers of the consumer concept has been abandoned, their stead is able to reflect the individuality of consumer demand and diversified consumer demand, and the development of production technology makes the production of personalized products possible. Therefore, emphasizing and promoting individuality will be another feature of brand culture in the new century.

Choshun: The development trend of brand culture