Research On The Brand Symbol Cognition Of "Made In China" Among College Students Born In 1990s In China And America

In this study,consumers of the post-90 s college students in the United States and China were used as the research sample,and semiotics were used for the main research method,combined with the corresponding branding and communication theory.The content of the interview was coded and analyzed after in-depth qualitative interviews."Made in China",as the main body of the study of brand symbol cognition research,is to explore the denotation,connotation,ideology of "Made in China" and the underlying cultural phenomenon of the "Made in China" among post-90 s Chinese and American college students.In this study,the author found that post-90 s college students in China and the United States have experienced a renewal of the brand symbol "Made in China".For example,the "Made in China" in the perception of consumers in China and the United States after the 1990 s,said that the "Made in China" products have been improved overall,achieving a "cheap" to "high cost-effective" and from "copy" to "innovation".The origin-country effect gradually weakened in the minds of American post-90 s college students,but some products have strengthened in the minds of Chinese consumers.What' s more,the "Made in China" brand symbol gradually began to connect with digital products.Chinese post-90 s college consumers have shown a new cognitive category for the "Made in China" brand,such as cosmetic products and cultural and technological products.In the culture aspect,a new insight point emerged-the rise and recognition of "national tide culture".This study of the "Made in China" brand symbol found that Chinese post-90 s college consumers are more concerned about the product level of the brand,such as function,design,quality,and other product factors.However,American consumers said that the human factors and management factors of brand companies behind the "Made in China" brand symbol,such as employee care,compensation and benefits,and working environment,are important criteria for their attitudes towards the brand.The analysis of information resource shows that the purchasing experience,tradition media,social media are all important factors that affect the attitude of the post-90 s Chinese and American college students to the "Made in China" brand symbol.In the research on the cognitive attitude of the “Made in China” brand symbol,the low awareness of the Chinese brand and the negative event image are still the unfavorable factors for the brand marketing of Chinese companies in the United States.That will limite the pace of Chinese companies overseas marketing issue.In response to these problems,the author puts forward targeted communication strategies from the aspects of product attributes,brand humanities,and brand media operations.It has a certain effect on the overseas communication and marketing of Chinese enterprises.