摘要
"老字号"品牌作为我国文化历史发展的传承者,在飞速发展的经济大背景下,由于环境变化、管理方法老旧等内外因问题,面临老化衰退的问题。本文基于国内"老字号"品牌的现状,通过调查研究、个案分析、文献研究等研究方法与结合实际课题操作研究提出"老字号"品牌应通过强化"核心识别",丰富"延伸识别"等方式重塑品牌视觉形象,从而重整旗鼓,吸引消费者,走出衰退的困局。
With the rapid development of Chiea＇s economic background, as the development of China＇s cultural and historical heritage, ＂time-honored brand＂ is facing a serious problem of aging recession. Mainly due to changes in the environment, the old management and other internal and external causes result. Based on current situation of ＂time- honored brand＂ , this paper put forward ＂time-honored brand＂ should be adopted to strengthen the ＂Core Identity＂, rich ＂Extending Recognition＂ or other ways to remodel the visual identity. Research methods included Investigation, Case Analysis, Literature Research, combined with the actual operation of the subject studied. Then ＂time-honored brand＂ can settle down, and attract more and more consumers. Ultimately, ＂time- honored brand＂ can get rid of the growing recession.
出处
《建筑与文化》
2017年第4期82-84,共3页
Architecture & Culture
基金
浙江省教育厅科研计划项目(人文社科类)
传统老字号企业在转型阶段的品牌建设与视觉形象整合设计的研究(Y201224522)
关键词
“老字号”品牌
视觉识别
重塑
核心识别
延伸识别
＂Time-honored Brand＂
Visual Identity
Remodel
Core Identity
Extending Recognition
