老字号品牌传播的故事化与社交化
发布时间：2018-12-12 05:03
【摘要】：正老字号不仅是商业景观,更是一种活态的历史文化遗产。在我国经济社会转型、全球化市场竞争背景下,不少老字号面临企业经营与文化影响力层面的双重危机。据商务部统计,"建国初期我国有老字号企业约1.6万家,如今仅剩1600家"。~①大部分老字号面临对外传播能力欠缺的问题,特别是在移动互联网时代,信息沟通渠道发生本质变化、沟通单
[Abstract]:The old brand is not only a commercial landscape, but also a living historical and cultural heritage. Under the background of economic and social transformation and global market competition, many old brands face the double crisis of enterprise management and cultural influence. According to statistics from the Ministry of Commerce, "in the early days of the founding of the people's Republic of China, there were about 16000 established enterprises, but now there are only 1600." ~ 1 most of the old brands face the problem of lacking their ability to spread abroad, especially in the age of mobile Internet. The information communication channel has the essential change, the communication sheet
【作者单位】： 西安外国语大学新闻与传播学院;中国传媒大学广告学院;美国亚利桑那州立大学大众传播系;
【基金】：陕西省社会科学基金项目“陕西老字号文化的对外传播策略”(项目编号:2015L004)阶段性成果
【分类号】：F279.2
[Abstract]:The old brand is not only a commercial landscape, but also a living historical and cultural heritage. Under the background of economic and social transformation and global market competition, many old brands face the double crisis of enterprise management and cultural influence. According to statistics from the Ministry of Commerce, "in the early days of the founding of the people's Republic of China, there were about 16000 established enterprises, but now there are only 1600." ~ 1 most of the old brands face the problem of lacking their ability to spread abroad, especially in the age of mobile Internet. The information communication channel has the essential change, the communication sheet
【作者单位】： 西安外国语大学新闻与传播学院;中国传媒大学广告学院;美国亚利桑那州立大学大众传播系;
【基金】：陕西省社会科学基金项目“陕西老字号文化的对外传播策略”(项目编号:2015L004)阶段性成果
【分类号】：F279.2
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