中华老字号品牌的传承与创新——以谢馥春为例

Inheritance and Innovation of Chinese Old Brand ——Take Xiefuchun as an Example

谢馥春作为中华首妆,近两百年来历经沧桑,而如今作为中华老字号品牌,它又谢而复春,可谓典范。因此,谢馥春的兴衰、传承及创新值得深入研究。通过网上搜索、查阅文献及实地调查等多种方式展开研究,分析、总结了谢馥春的历史和当下重建后的创新,并对以谢馥春为代表的中华老字号的未来发展提出了建议。

Xiefuchun, as the first makeup of China, the history of the past two hundred years, through the vicissitudes of life, and now as the Chinese old brand, it is also thanks to the spring, can be described as a model. Therefore, Xiefuchun＇s rise and fall, inheritance and innovation is worth further study. In this paper, through the Intemet search, access to Literature and field surveys and other ways to study, analyze and summarize the history of Xiefuchun and the reconstruction of the current innovation, and to Xiefuchun as the representative of the future development of the Chinese old brand.