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随着社会经济的不断进步,产品的消费已经逐渐具有其特定的、超越产品使用价值的符号意义,从而给消费者带来超越物质、生理满足之外的心理、精神及社会性满足,由此而来的便是符号营销的产生。本文以后现代符号互动理论,消费社会理论的视角,分析了符号营销产生的社会根源,并在此基础上对符号营销的含义与本质进行了概括,最后以符号学的理论视角对符号营销做了全面的阐释。
With the continuous progress of the social economy, the consumption of products has gradually had its own symbolic meaning that surpasses the value of the use of the products, thereby giving the consumers satisfaction beyond psychological and spiritual satisfaction as well as physical satisfaction. What comes is the emergence of symbolic marketing. This paper analyzes the social origins of symbolic marketing from the perspective of modern symbolic interaction theory and consumer social theory. Based on this, it summarizes the meaning and essence of symbolic marketing. Finally, it uses the theoretical perspective of semiotics to make symbolic marketing. Comprehensive explanation.