论北京美食品牌老字号的文学传播路径

On Literature Communication Route of Beijing Time-honored Food Brand

北京美食老字号较其他饮食品牌而言,其特点是地处京城,历史悠久,文化蕴涵浓厚。老字号美食之所以能经得起历史淘洗,仍活跃在当下餐桌,除其本身质优味美外,还与消费者独特的怀旧情感和文化心理密切相关。在品牌传播背景下,北京美食老字号的传播应基于自身特点,选择一种能承载文化、传达情感、有审美参与的路径。而文学传播正好具备这些特质,文学传播可以将北京美食老字号传播效能发挥到最大。

Compared to other drinks and food brands, the characteristics of Beijing time - honored food brand is located in the capital and has a long history and rich culture. Why they can survive so long.9 Besides its high quality, customer＇s nostalgic feelings and cultural psychology may not be ignored also. Based on its characteristics under the background of brand communication, Beijing time-honored food brand should choose a route of culture bearing, emotion expression and transmission, and aesthetic participation, and literature communication is equipped with all these qualities which can maximize its effect and energy.