市场导向的广西“老字号”品牌激活研究:一个企业人类学的视角

A Study on Market-oriented Revitalization of Guangxi Time-honored Brands: An Enterprise Anthropology Perspective

老字号品牌是蕴含丰厚文化与产品基因的一种历史积淀,尽管普遍面临品牌老化和生存挑战的压力,可是老字号品牌体现的怀旧内涵和长期形成的消费情感依然维持着其独特的竞争优势。全国范围内,广西的老字号品牌不仅数量少,而且质量不高,但作为展示广西地域文化与商业特色的一种重要载体,以及构成地方商业生态的重要组成部分,以市场导向为原则,激活广西老字号品牌依然不失为一种科学的商业态度和明智的商业决策。对比分析广西老字号品牌市场基础的问卷调查和与广东老字号标杆品牌的人类学调查,可以提炼出广西老字号品牌激活的四条优先路径,也可以对西部省区和其他经济欠发达地区的老字号品牌激活有积极的借鉴意义。

Time-honored brand is a kind of historical accumulation with rich culture and product genes. Although time-honored brands are currently challenged by some difficulties, such as brand aging and surviving pressure, nostalgia and long-formed con- suming feelings embodied by brand itself maintain their peculiar competitive advantages. Compared with those in other parts of the country, time-honored brands in Guangxi province are inferiors both in quantity and quality. However, as an important carri- er for exhibiting cultural and business characteristics from a local perspective, and an essential component of local business eco- logical system, revitalizing time-honored brands in Guangxi is absolutely a scientific business attitude and sensible business strat- egy under the guidance of market-oriented principle. On the basis of the comparative study between the questionnaire for market foundation of Guangxi time-honored brands and anthropological investigation on bench brands of Guangdong province, this paper put forward four favorable approaches to revitalize Guangxi time-honored brands, which is also of significant value for time-hon- ored brand revitalization of other western provinces and less-developed regions in China.