运河区域老字号文化的传承与利用——以济宁玉堂酱菜为例

The Inheritance and Utilization of Time-honored Brand Culture in the Canal Area——Taking Jining Yutang Pickle as an Example

大运河是流动的文化。运河的贯通促进了运河区域城市工商业的繁荣,带来了南北文化的交汇融合,孕育了一批特色鲜明的老字号品牌。老字号文化是城市商业文化的重要载体。“玉堂”老字号是运河区域南北饮食文化交融的产物。建设大运河经济文化带需要传承、利用好老字号的资源,提升品牌战略,促进经济、文化的协调发展。

The Grand Canal is a flowing culture. The navigation of the canal has promoted the prosperity of the industry and commerce in the canal area,brought about the intersection of north and south culture,and given birth to a number of distinctive time-honored brands. Time-honored brand culture is an important carrier of urban commercial culture. Yutang time-honored brand is the result of the integration of food culture between the north and the south in the canal area. To build the economic and cultural belt of the Grand Canal,we need inherit and utilize the resources of the time-honored brands,enhance brand strategy,and promote the coordinated development of economy and culture.