老字号品牌的推广研究与反思——以“汪恕有”滴醋品牌为例

Research and Reflection on the Promotion of Old Brands:A Case study of the Brand of“Wang Shuyou”Drop Vinegar

老字号品牌是指拥有世代传承、历史悠久并取得社会广泛认同且形成良好信誉的技艺或服务品牌。"汪恕有"滴醋是江苏省传统"名特优"老字号品牌和连云港地区非物质文化遗产。以"汪恕有"滴醋为例展开研究,结合该企业品牌的历史文化背景及地区文化特色,探讨其在新的历史时期和市场环境中的推广问题,探索重塑老字号品牌文化、提升品牌形象的方法及手段。

Old brand refers the skills or brands which have been inherited for generations, have a long his tory and has achieved wide recognition and sound reputation. The brand of ＂Wang Shuyou＂ drop vinegar is one of Jiangsu traditional old brands with high quality and intangible cultural heritage of Liangyungang. Combined with the historical and cultural background as well as the regional cultural characteristics of the brand of ＂Wang Shuyou＂ drop vinegar, this paper analyzes its marketing problems in the new historical period and market environment and explores how to reshape old brand culture and enhance the brand im- age.