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民族符号学概念由匈牙利学者提出至今,国内外大多数学者都认为它是文化符号学的一个分支,鲜有学者从营销学的品牌视角对其进行深入研究。在我国,多民族、多宗教并存,对少数民族消费行为的研究具有一定的现实和理论意义,而民族符号学是揭示少数民族消费行为异质性机理的重要突破口。基于此,本研究采用文献扎根法,通过对文献的多次编码和检验,得到民族符号学内涵和表征。此文不仅填补我国民族符号学内涵探究的理论空白,还将为少数民族消费行为研究、民族品牌建设提供重要的实践依据。
The concept of ethnospatialism has been proposed by Hungarian scholars so far. Most scholars both at home and abroad think it is a branch of cultural semiotics. Few scholars study it deeply from the brand angle of marketing science. In our country, multi-ethnicity and multi-religion coexist, and the researches on consumer behavior of ethnic minorities have certain realistic and theoretical significance. However, ethnic semiotics is an important breakthrough in revealing the heterogeneity mechanism of ethnic minorities’ consumption behavior. Based on this, this study adopts the literature grounded method, obtains the semiotic connotation and characterization through the multiple encoding and testing of the literature. This article not only fills in the theoretical blank of exploring the connotation of ethnic semiotics in our country, but also provides an important practical basis for the study of consumer behavior of ethnic minorities and national brand building.