| 摘要: |
| 运用文献资料、广告观察、对比等方法，从文化创新的视角研究国内外体育用品品牌打造的差异。研究结果表明：在产品同质化竞争日趋激烈的当前，文化创新是体育用品品牌打造的有力武器；文化创新关键在于创建正确的文化表述，文化表述由意识形态、神话和文化密码构成。进而以耐克和李宁为例进行具体分析，指出，耐克准确定位了20世纪80年代美国人的社会意识形态需求，创造了与之一致的神话“Just Do It”，并对其进行了有效的文化密码破解，创造完整的文化表述图谱，而使耐克大获成功；李宁重新定位90后新生代消费者意识形态，缔造有力神话“Make the change”，但在文化密码破解层面存在缺陷。在此基础上，有针对性地提出了李宁完善品牌文化表述图谱的建议。 |
| 关键词: 文化创新 品牌打造 文化表述图谱 李宁 耐克 |
| DOI： |
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| 基金项目:2015年国家社会科学基金项目（15BTY043）；2015年湖南省教育厅优秀青年项目（15B038）；
2013年衡阳师范学院科学基金项目（13B40） |
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| Comparative Study of Brand Building Between Domestic and Overseas Sports Goods from the View of Cultural Innovation Theories——Based on Nike and Li Ning |
| JIANG Liang |
| (College of Athletics and Kinesiology, Hengyang Normal University,) |
| Abstract: |
| Using literature, advertising observation and contrast methods, from the perspective of cultural innovation theories, this article studies the differences between brand building of domestic and overseas sports goods. The results show that: competition within product homogeneity is increasingly fierce, cultural innovation is a powerful weapon made by sports brands; the key to cultural innovation is to create right cultural expressions, and cultural expression consists of ideology, myth and cultural codes. Furthermore, this article takes Nike and Li Ning as an example and then makes a detailed analysis. It points out that Nike has made an accurate positioning of the social ideology in the 1980s in America, and created the coincident myth of “Just Do It”. Afeter effective decoding of the culture codes, a complete cultural expression map has been created, so Nike has made a big success; Li Ning has repositioned the consumers ideology of post1990s teenagers to create a powerful myth of “Make the change”, but there are flaws in the decoding process of cultural codes. On this basis, it puts forward some suggestions for Li Ning to perfectcultural expression map of its brand. |
| Key words: cultural innovation brand building cultural expression map Li Ning Nike |
