老字号文化记忆功能的企业人类学解读——以沟帮子尹家熏鸡为例

Cultural Memory Function of Old Brands Based On Enterprise Anthropological Perspective——Take Goubangzi Yinjia Smoked Chicken as Example

老字号文化记忆研究是企业人类学视角下,从结构功能主义对老字号理论研究的又一探索。老字号是文化记忆的见证者和承载者,通过沟帮子尹家熏鸡的个案分析可知,存储记忆和功能记忆作为文化记忆的两种模式,通过权力、社会、空间三个要素,发挥着政治关系、身份认同、物化痕迹三种社会功能。在经济社会结构转型进程中,文化记忆作为有形和无形资产,是老字号的核心竞争力所在。

The research of cultural memory function is another exploration from the theory of structural Functionalism on old brands with enterprise anthropology.Old brands is the witness and bearer of cultural memory.Through the analysis of GoubangziYinjia Smoked Chicken,the storage memory and the functional memory is two modes of cultural memory.They plays three social functions:political relations,identity and materialized traces,through the three elements which are spower,society and space.In the process of economic and social structural transformation,cultural memory,as tangible and intangible assets,is the core competitiveness of old brands.