基于品牌传承视阈下的提升无锡老字号顾客满意度的研究

Study on Improving Customers’ Satisfaction for Wuxi Time-honored Brand baseds on the Angle of Brand Inheritance

无锡老字号传承着无锡先人的舌尖文化、精湛手工技艺和当时的社会文化生活,是无锡商业文明史中最杰出的代表。本文从品牌长寿性、品牌的核心价值观、品牌的历史价值、品牌的文化符号四个方面论证了品牌传承与老字号的重要关系。在此基础之上,对无锡老字号品牌传承中存在的问题进行逐一分析并提出相应对策,以期为提升无锡老字号的顾客满意度提供建议。

Wuxi time-honored brands have represented the ancestors’ dietary culture,exquisite workmanship and the social cultural life at that time, which are the most outstanding symbols for history of Wuxi commercial civilization. The paper has proved the relationship between brand inheritance and core value from four respects including the longevity, the core value, the historical value and the cultural symbols of the brands. Then the paper has analyzed the problems existing in the brand inheritance and offered the solutions based on the relationship in the hope of offering the suggestions on customers’ satisfaction for Wuxi time-honored brands.