黄酒老字号古越龙山与会稽山品牌跨界创新研究

Cross-Boundary Innovation of Two Time-Honored Shaoxing Rice Wine Brands Guyuelongshan and Kuaijishan

基于品牌创新的研究视角,通过对绍兴黄酒老字号“古越龙山”和“会稽山”的实证研究发现,老字号品牌蕴含极大的经济价值和文化价值,市场营销模式创新与品牌文化建设能够促进老字号企业的可持续发展。借鉴云南白药、宏仁堂、片仔癀等著名中医药老字号的品牌建设与跨界营销模式创新经验,立足“古越龙山”与“会稽山”的绍兴历史人文与地理生态特色,探索绍兴黄酒老字号品牌如何借助新媒体、新零售与互联网营销平台进行品牌跨界创新。

From the research perspective of brand innovation,and through an empirical study of the time-honored rice wine brands of“Guyuelongshan”and“Kuaijishan”,it is found that time-honored brands contain great economic value and cultural value,and that their marketing model innovation and brand culture construction can promote the sustainable development of time-honored enterprises.Referring to the brand construction and marketing mode innovation experience of“Yunnanbaiyao”,“Hongrentang”,“Pianzaihuang”and other famous traditional Chinese medicine brands,and combined with the cultural characteristics of“Guyuelongshan”and“Kuaijishan”in Shaoxing region,this paper explores how the two time-honored brands of Shaoxing rice wine can make a brand cross-boundary innovation with the help of new media,new retail and e-commerce platforms.