From Cultural Identity To National Identity:Research On Consumer Identity Construction Of The Palace Museum’s Cultural Creative Products

The diversity of values brought about by the diversity of world culture is threatening the national identity of the members of the nation-state society.As a typical multi-ethnic country,in order to maintain national unity and social stability and realize the Chinese dream of great rejuvenation,China must strengthen the national centripetal force and strengthen and consolidate the national identity of social members in the new era.At present,under the strategic background of cultural power,it is the construction direction actively explored in the current social and cultural field to give full play to the cohesive force of traditional Chinese culture and promote the improvement of national cohesion through cultural inheritance and innovative development.China-Chic culture is a new consumer culture developed from the core design concept of Chinese traditional culture.The development of China-Chic is of great significance to carrying forward Chinese culture and enhancing national confidence.At the same time,the use of traditional cultural elements makes China-Chic products become cultural symbols with specific identity symbolic meanings.Consumers build their ideal selves with these "Chinese marks".This study selects the most representative cultural and creative industry of the Forbidden City as the research case,comprehensively uses the in-depth interview method and participatory observation method to sort out and observe the case and its consumers,and integrates the construction and strengthening of national identity into the perspective of consumer identity construction,aiming to explore the positive path to promote the national emotional identity of social members from the cultural level.Through the investigation of the process of individual and group identity construction of cultural and creative consumers in the Forbidden City,this study found that in the consumption process of cultural and creative consumers in the Forbidden City,due to the influence of specific social culture,products are more symbols of identity,and consumers produce consumption practices based on their inherent cultural identity,and further deepen the identity in the use experience of products,so as to achieve the recognition of the ideal identity status.Furthermore,the identity of consumers in this process will also be sublimated,from the identity of culture to the identity of the country.Therefore,China-Chic consumption can not only meet consumers’ needs for identity construction under the current conditions,but also strengthen national identity from a deeper level,enhance the centripetal cohesion of the country and society,and promote social integration.