国潮兴起下老字号品牌的发展战略

Strategies for the Development of Time-honored Brands with the Rise of the National Trend

中国老字号品牌历史悠久,文化底蕴深厚,但是现代背景下的市场竞争环境瞬息万变,品牌传播环境越发复杂,给老字号品牌的生存和发展带来了严峻挑战。与此同时,随着我国消费者文化自信的不断提高,国产品牌在“国潮”兴起下越发受到消费者的青睐。老字号品牌要抓住“国潮热”带来的机遇,在原有的基础上推陈出新,打造优秀品牌,实现品牌复兴。

China’s time-honored brands have a long history and rich cultural heritage,but the modern context of the rapidly changing competitive market and the increasingly complex brand communication have posed serious challenges to the survival and development of time-honored brands.At the same time,with the increasing cultural self-confidence of Chinese consumers,domestic brands are increasingly favored by consumers with the rise of the national trend.Timehonored brands should seize the opportunity brought by the national trend,push forward based on the original,create excellent brands,and achieve brand revival.