银发经济背景下老美华转型发展研究

A Study on the Transformation and Development of Laomeihua under the Background of Silver Economy

“银发经济”的兴起和互联网的快速发展,包括老美华在内的许多老字号都面临着巨大挑战,如何延续传统民间技艺的同时将其融入互联网时代,实现创新性发展、创造性转化,成为老字号探讨发展的热点话题。本文通过对银发经济的背景、群体及互联网时代品牌转型发展分析,提出“互联网+”时代下联名联名IP设计,开发周边产品等提升品牌多渠道服务能力,创新传承与发展新路径。

With the rise of"silver economy"and the rapid development of the Internet,many time-honored brands,including laomeihua,are facing great challenges.How to integrate traditional folk skills into the Internet era while continuing them has become a hot topic for time-honored brands to explore and develop.Based on the analysis of the background,group and brand transformation and development in the Internet era of silver economy,this paper proposes a new path to improve the brand's multi-channel service ability,innovation,inheritance and development through joint name IP design and development of peripheral products in the"Internet+"era.