关键词: 品牌国际化, 自我归类, 文化原型, 品牌原型

Abstract:

Cultural archetype acts as the common memory and national cultural psychology and spirit shared by a certain country or national cultural community under the long-term practice in life．The essence of “Chinese element”，has been pinpointed as the representation of national cultural archetype resource of China，which reflects to the overall power enhancement of China．Applying the Chinese national cultural archetype resource，which will be used for promoting the Chinese Brand internationalization，aims for the consumers’ approval with the hope of integrating and spreading the unique cultural advantage of Chinese brand．The recognizing of Chinese brand’s cultural archetype in this paper has constituted the basis of Chinese brand’s cultural prototype strategy．Based on the Grounded Theory，this paper has，collected and analyzed the value symbols，character images，and theme stories of Chinese narrative advertisements，and constructed the cultural archetype framework of Chinese brands．In this framework，it revealed：(1) Chinese brand’s cultural archetype can be divided into 12 concrete archetypes according to individual’s relationship with self，the other，community and nature；(2) Consumers’ different ways of self-categorization are attributed as the essential difference among various archetypes．Since it highlights human’s value as individual in western culture，Asian culture focuses more on the value of relationship．This paper also compared and analyzed the differences between Chinese and Western cultural archetypes from three perspectives，formation of social structure，pedigree of myth and character’s feature．At the end of the paper，it explored the possible approaches for internationalizing Chinese brands to apply Chinese cultural archetypes．

Key words: brand internationalization, self-categorization, cultural archetype, brand prototype