广东老字号品牌文化内涵及形成机制研究

A Research on the Structure and the Formation of the Culture of Time-honored Brands in Guangdong

本文从文化解释的角度对广东老字号品牌文化的内涵进行研究。通过对24家知名度高、代表性强的广东老字号的相关品牌信息做内容分析,总结出10个代表广东老字号品牌文化内涵的词语,然后对它们进行了归类和分层,接着提练出广东老字号品牌精神的词语——神秘、永恒和可信。在此基础上结合"天地人"品牌营销模型进行了解释,最后从儒家文化、超自然崇拜和岭南文化的影响三方面对广东老字号品牌文化内涵的形成原因进行了解释。

This paper uses the ＂content analysis＂ mettiod to study the culture of the time-honored brands in Guangdong. After a study of twenty four representative time-honored brands of fame, the authors select a few terms to sum up the cultural and spiritual elements embodied in the brands. They also offer an explanation of development of these brands.