从张小泉折刀事件看老字号工艺传播的危与机

From the“Knife Breaking Event”of Zhang Xiaoquan to Discuss the Risks and Opportunities of the Time-Honored Brand Craft’s Communication

中华老字号工艺以其悠久的历史、鲜明的民族文化、传统技术特色以及良好的商业信誉形成独特的中国式品牌,但是在当代社会市场经济的冲击下,传承和发展往往面临着挑战。近年来为数不多的市场活跃度高、生命力强的代表之一,百年老字号张小泉刀剪,也由于一次“折刀”事件引发了网络舆论而出现品牌危机,是值得关注的典型案例。文章对张小泉品牌发展历史、事件发展及其影响进行了梳理,分析了事件背后老字号品牌在产品定位、技术发展方面存在的问题。在此基础上,讨论了当下老字号工艺在社会传播中面临的风险与机会,指出了网络社交媒体推波助澜的作用,强调了在工艺创新及其品牌创新中,需要挖掘和保留传统工艺的品牌文化“内核”。

With its long history,distinctive national culture,traditional technical characteristics,and good business reputation,Chinese time-honored craft forms a unique Chinese-style brand.However,under the impact of the contemporary social market economy,its inheritance and development are often faced with challenges.In recent years,one of the few representatives with high market activity and strong vitality,the century-old brand“Zhang Xiaoquan”,that makes knives and scissors,also caused a brand crisis due to a“knife breaking event”that triggered the network public opinion,which is a typical case worthy of more attention.This study reviews the historical development of Zhang Xiaoquan’s brand,the course of“knife breaking event”and its effect,and analyzes the problems in terms of product positioning and technological development of the time-honored brand behind the event.On this basis,this paper discusses the risks and opportunities faced by the time-honored craft in social communication,points out the role of online social media as a catalyst,and emphasizes the need to excavate and retain the brand culture“core”of traditional craft in technique and brand innovation.