文化记忆视角下吴裕泰品牌形象设计与非遗传承研究

Research on Wu Yutai’s Brand Image Design and Intangible Cultural Heritage Inheritance from the Perspective of Cultural Memory

茶文化是中华民族传统文化的重要组成部分,作为世界上最大的茶叶生产国,中国千年来形成了众多历史悠久且具有深厚文化底蕴的中华老字号品牌。但是近年来,随着现代化建设推进和消费者观念的改变,中华老字号品牌及非遗技艺的传承面临前所未有的挑战。本文以中华老字号吴裕泰为例,通过分析其品牌形象设计优秀案例,运用文化记忆理论对茶叶老字号品牌形象设计路径进行探究,以期为我国茶叶老字号带来新时代下品牌形象设计的创新思路和非遗活态传承策略。

Tea culture is an important part of Chinese traditional culture.As the world‘s largest tea producer,China has formed many time-honored Chinese brands with a long history and profound cultural heritage.However,in recent years,with the advancement of modernization and the change of consumer concepts,the inheritance of Chinese time-honored brands and intangible cultural heritage skills is facing unprecedented challenges.This paper takes Wu Yutai,a China Time-honored Brand,as an example,by analyzing its excellent cases of brand image design,and using the theory of cultural memory to explore the path of brand image design of tea time-honored brands,with a view to bringing innovative ideas of brand image design and living inheritance strategies of intangible cultural heritage for China’s tea timehonored brands in the new era.