北京青年研究

在中国青年文化自信不断提升的时代背景下，Z世代的国潮消费呈现出蓬勃发展态势。整体上看，文化自信视域下Z世代国潮消费的生成有三个主要逻辑：一是基于文化自信驱动下的认知逻辑，二是植根于市场互动中的实践逻辑，三是嵌入于社会交往中的符号逻辑。为更好应对Z世代国潮消费中存在的内涵单薄化、质量低端化和泛娱乐化等问题，需要从引导Z世代对传统文化的传承创新，优化Z世代国潮消费体验品质，引领Z世代传播国潮文化、讲好中国故事三个层面进行科学引领，以此使文化自信与国潮消费互为动力，推动国潮消费健康、理性发展。

Against the background of the rising cultural confidence of Chinese youth, Generation Z's consumption of Guochao(China chic) has shown a vigorous development. On the whole, there are three main logics in the generation Z's Guochao consumption under the perspective of cultural confidence: first, the cognitive logic driven by cultural confidence, second, the practical logic rooted in market interaction, and third, the symbolic logic embedded in social interaction. In order to better cope with the problems of thin connotation, low-quality products and pan-entertainment in the Guochao consumption of Generation Z, it is necessary to provide scientific leadership at three levels: guiding Generation Z in innovatively inheriting traditional culture, optimizing the quality of Generation Z's Guochao consumption experience, and leading Generation Z to disseminate the Guochao culture and tell a good story of China, so as to make the cultural self-confidence and Guochao consumption as a mutual impetus, and to push Guochao consumption to develop healthily and rationally.