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class="bds_tqq" data-cmd="sqq" title="分享到QQ好友"></a> <a href="#" class="bds_qzone" data-cmd="qzone" title="分享到QQ空間"></a> </div> <script>window._bd_share_config={"common":{"bdSnsKey":{},"bdText":"","bdMini":"2","bdMiniList":false,"bdPic":"","bdStyle":"0","bdSize":"16"},"share":{"tag":"share_1","bdSize":32,"bdCustomStyle":"http://ats.taiwan.cn/homepage2021/css/bgBdShare2021.css"}};with(document)0[(getElementsByTagName('head')[0]||body).appendChild(createElement('script')).src='http://103.249.53.35/gate/big5/bdimg.share.baidu.com/static/api/js/share.js?v=89860593.js?cdnversion='+~(-new Date()/36e5)];</script>  </div> </div> <div id="bdShareBtn"></div> </div>  </div> <div class="contentArea"> <div class=TRS_Editor><p>　　前些天，鴻星爾克等企業的賑災義舉，令網民們掀起了一波對國貨的“野性消費”風潮。近年來，華為、海爾等品牌銳意進取，國貨崛起的現象可謂廣受矚目。買國貨、追國潮，正成為當前流行的生活方式。</p> <p>　　國貨當道與國潮涌動，是中國經濟從高速度增長向高品質發展轉型的縮影。在這背後，又有製造業升級、居民可支配收入持續增長、“Z世代”成長為消費主力、網際網路技術快速迭代等多重背景。過去，不少人熱衷追捧國外大牌，“去日本買馬桶蓋”等現象，曾深深刺痛中國製造業的神經。出口海外的國產商品，又長期被貼上廉價、山寨、低端等標簽，“世界工廠”的名號一度阻礙了國家形象的正面建構。如今，這些現象產生了很大的變化，國家形象也隨之變化。</p> <p>　　作為民眾對一個國家的政治、經濟、社會、文化等發展狀況的總體認知，國家形像是國家軟實力的核心。它對內關乎國民凝聚力，對外關涉國際影響力。在經濟全球化格局下，企業和商品在國家形象的建構上，尤其發揮著不可替代的作用。如今，中國製造與中國產品正日益升級為中國創造與中國品牌，不斷展現出大國崛起的新形象與新精神。</p> <p>　　一方面，是文化自信、開放包容的大國形象。當前的國貨越來越善於從傳統文化中發掘資源，將中華美學與時代趣味相融合。故宮文創的橫空出世、大白兔與美加凈的跨界聯名，諸如此類的現象都展現出實用國貨邁向品位國潮的步伐。同時，從新疆棉事件到河南水災，許多民族企業在緊要關頭果斷發聲、積極履行社會責任，在激發國貨消費熱情的同時，也有效提升了國人的民族凝聚力與文化認同感。</p> <p>　　另一方面，是科技創新、與時俱進的大國形象。據當代中國與世界研究院去年發佈的《中國國家形象全球調查報告2019》顯示，近年來海外受訪民眾對中國的科技創新能力認可度顯著提升。大疆稱雄無人機行業、華為逐鹿世界通信市場、小米手機走紅海外、中國高鐵展現大國速度，一系列民族品牌憑藉創新實力與科技含量走出國門，不斷打破世界對中國製造的刻板印象。新國貨的頻繁出海，是我國科技實力不斷提升、創新體系不斷健全的縮影。</p> <p>　　不過需要看到的是，當前國貨對於國家形象的提升主要表現在國內形象上。而國際形象方面，在國外民眾中產生廣泛影響力的民族品牌並不多見。那麼在未來，又該如何進一步發揮國貨的國家形象建構作用呢？</p> <p>　　對此，首先需要“軟硬兼施”。國貨既是具有實用功能的硬實力，也是具有文化功能的軟實力。當前，一些國貨過度注重產品行銷，在技術創新、產品品質上難以持續；一些則只顧眼前審美紅利，以傳統植入或跨界聯名為噱頭，缺乏文化底蘊。這需要國產品牌在未來進一步發揮工匠精神與創新精神，堅持品質為本。同時，探索傳統與現代元素的融合，讓產品具備獨特而深厚的中國氣韻。</p> <p>　　其次，也要“內外兼修”。在國內形象與國際形象的建構上，國產品牌要根據接受客體的不同，大力探索差異化的傳播路徑。對內，在適應消費升級與堅守產品品質的同時，要大力探索情感經濟，在產品與消費者之間建立深厚的情感聯結與價值認同。對外，出海的國產品牌則要在遵循國際傳播規律的同時因地制宜，講好中國故事。同時，要在產品品質、勞動保障、環境保護等方面盡職盡責，如此才能真正地被國外消費者所認同，才能進一步在他們心中樹立起良好的中國形象。</p></div> <div class="editor f14">[責任編輯：李丹]</div> </div>  <div class="page-number"> <script type="text/javascript"> createPageHTML(1, 0, "t20210805_12370484", "htm"); </script> </div>  </div>   <div class="content-plus"> <div class="wrap"> <h3 class="zone-desc-content"><span class="format">相關新聞</span></h3> <ul class="list clearfix"> <li class="list-item single-line f14"><a href="http://103.249.53.35/gate/big5/econ.taiwan.cn/econ/202108/t20210804_12370234.htm" target="_blank" title="據測算我國數字經濟規模達5.4萬億美元">據測算我國數字經濟規模達5.4萬億美元</a></li> <li class="list-item single-line f14"><a 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