当代设计视角下的老字号品牌振兴——以湖州震远同为例

Revitalization of Time-Honored Brands from the Perspective of Contemporary Design--Take Huzhou Zhenyuantong as an Example

中华老字号品牌蕴藏着深厚的文化底蕴,是我国文化瑰宝。但随着全球化程度加深,市场上涌现大量新兴品牌对老字号造成冲击。震远同老字号品牌作为认识湖州的一张名片同样面临这一困境,将当代设计融入老字号是品牌振兴的重要转折点。基于当代设计,文章对老字号品牌现状进行探索,对品牌困境进行分析后提出解决方案,为振兴老字号品牌提供实现路径。

The Chinese time-honored brand contains profound cultural heritage and is a cultural treasure of our country.However,with the deepening of globalization,a large number of emerging brands have emerged in the market,causing an impact on time-honored brands.Zhenyuantong time-honored brand,as a business card to recognize Huzhou,also faces this dilemma.Introducing contemporary design into time-honored brands is an important turning point in brand revitalization.Based on this,the article explores the current situation of time-honored brands,analyzes the brand dilemma,and proposes solutions to provide a path for contemporary design to revitalize time-honored brands.