摘要
随着经济的现代化转型,老字号面临严峻的生存发展挑战,亟需推动老字号通过品牌的现代转型来适应日趋激烈的现代企业竞争。文章基于文化融合理论视角,发现老字号品牌蕴涵着深厚的文化底蕴,是中华民族文化遗产的重要组成部分。同时,现代品牌发展更加趋向于企业的文化形象或文化象征,故而认为老字号品牌现代转型的关键在于实现品牌文化的现代转型。由此提出应激发内生转型动力和转变品牌价值观念、提升技术创新能力和延伸品牌优势产品、融合现代时尚元素和实现品牌“年轻化”等现代转型路径。
With the modernization of economy,time-honored brands are facing severe challenges of survival and development.To promote time-honored brands,it is necessary to adapt to the increasingly fierce competition of modern enterprises through the modern transformation of brands.Based on the theory of cultural integration,this paper finds that time-honored brands contain profound cultural heritage,which has become an important part of the cultural heritage of the Chinese nation.At the same time,the development of modern brand tends to the cultural image or cultural symbol of the enterprise,so the key to the modern transformation of old brand is to realize the modern transformation of brand culture.It is suggested that we should stimulate endogenous transformation power and change brand values,enhance technological innovation ability and extend brand advantage products,integrate modern fashion elements and realize brand"Youth"and other modern transformation paths.
作者
王泗通
张继焦
WANG Si-tong;ZHANG Ji-jiao(Faculty of Humanities and Social Sciences,Nanjing Forestry University,Nanjing,Jiangsu 210037,China;Institute of Ethnology Sociology,Chinese Academy of Social Science,Beijing 100081,China)
出处
《贵州民族研究》
CSSCI
北大核心
2020年第7期126-131,共6页
Guizhou Ethnic Studies
基金
中国社会科学院民族学与人类学研究所铸牢中华民族共同体意识研究基地项目和所重点创新工程项目“人类学视野下的传统-现代转型”(项目编号:2019MZSCX002)的阶段性成果。
关键词
文化融合
老字号品牌
现代转型
路径选择
cultural integration
old brand
modern transformation
path selection
