2018年李宁利用中国元素产品在纽约时装周举办品牌大秀，推出了“国潮”概念。之后，在Z世代消费人群崛起、消费需求升级的大背景下，越来越多的品牌把国潮概念与市场策略相结合，促使国潮消费这一新兴消费趋势的出现和发展。本论文采用案例研究和实证分析相结合的研究设计，分析了主推国潮概念的营销事件对品牌影响力和品牌形象提升的效果，探究了代表国潮概念的中国元素设计对消费者购买意愿的影响机制。论文第一部分选取李宁品牌作为典型国潮案例进行分析，对其国潮营销和策略目标进行归纳，聚焦该品牌三个国潮营销事件，希望洞悉这些事件对品牌的影响。我们采取百度指数来验证品牌的影响力变化，对微博留言进行文本分析来验证品牌形象提升。案例研究发现，李宁的国潮营销事件都有正向效果，其成功的关键在于以下三点：（1）在传播上联结国家和品牌；（2）完美融合中国元素、潮流设计与运动风格；（3）实现文化共鸣和体验价值。考虑到中国元素是众多品牌国潮策略的通用内容，本文第二部分基于案例研究的结论，深入研究了中国元素设计对于消费者消费意愿的具体影响机制。我们对中国设计元素对消费者购买意愿影响的研究中，侧重考虑消费者感知价值中的情感价值和社会价值、消费者态度中的认知态度和情感态度以及中国民族中心主义倾向的因素。研究使用问卷调查方式，运用主效应检验、中介效应检验、链式中介效应检验和调节效应检验进行实证数据分析。实证研究发现，中国元素设计对消费者购买意愿有正向影响；消费者感知价值（情感价值、社会价值）和消费者态度（认知态度、情感态度）分别在中国元素设计对消费者购买意愿的影响中有链式中介效应。消费者民族中心主义倾向对中国元素设计与消费者感知价值的关系具有调节作用，具体而言，民族中心主义倾向会强化中国元素设计对购买意愿的路径影响。本研究丰富了我们对国潮策略的具体方式和效果，以及中国元素设计对消费者购买行为的影响的认识。我们基于研究发现提出了相关管理建议，具体包括在产品设计上确保消费者理解中国元素背后含义；品牌传播需要让消费者直观感受到产品的有效国潮化；树立国货形象，承担品牌的企业社会责任；对国潮产品合理定价，及时对消费者情绪作出反应。
In 2018 during the New York Show, Li Ning held a runway show to expose their products composed of Chinese-specific elements, setting off the concept of Guochao. With the rise of generation Z consumers and the increasing sophistication of consumer demands, Guochao has become an essential strategy for brands to gain more market share, which has promoted Guochao to emerge in China as an emerging consumption trend.This research employed a case study and empirical-based methodology to analyze the effect of Guochao strategies on consumers’ purchase intention and, more precisely, the influential mechanism of Chinese-specific elements of design.The first part used Li Ning as the focus of the Guochao case. Examining its Guochao strategy, strategic objectives, and the three Guochao events they hold, this section evaluates the effects of those Guochao strategy implementations on the brand. This paper uses the Baidu Index to assess the change in the brand influence and the text analysis of Weibo comments to evaluate brand image improvement.The case concludes that Li Ning's Guochao events can provide substantial positive effects. The factors of success in this case study are: (1) linkage relationship between the country and the brand in marketing communication; (2) perfect integration between Chinese-specific elements and fashion designs; (3) creation of cultural resonance and experience value to customers.The next part of the study explores the influential mechanism of Chinese-specific element design on consumers' consumption intention. The influential mechanism of Chinese-specific element design comprises: emotional value and social value of consumers' perceived value, cognitive attitude and affective attitude of consumers' attitude, and consumers’ ethnocentrism. Based on 239 collected valid questionnaires responses, the study used the main effect test, mediation effect test, chain mediation effect test, and moderation effect test for the quantitative analysis.The empirical results report that Chinese specific element design positively impacts consumers' purchase intention. Furthermore, this paper concludes that consumer perceived value (emotional value, social value) and consumer attitude (cognitive attitude, affective attitude) have chain mediation effects on the impact of Chinese-specific element design on consumers' purchase intention. Consumer ethnocentrism plays a moderating role between Chinese-specific element design and consumer perceived value (emotional value and social value), and it will strengthen the impact of Chinese element design on purchase intention.Based on the findings, several management suggestions are put forward to brands, such as considering the matching degree and meaning of Chinese specific elements in product design to improve consumer value; making sure consumers understand the Guochao effort of the brand; establishing the image of Chinese domestic brand; setting reasonable prices for Guochao products to create long-term profits.
