中华老字号品牌传播初探
发布时间：2019-03-12 16:51
【摘要】： 中国是个拥有五千年历史的文化古国,在历经数千年风霜之后,历史留给我们数不清的文化精华,其中中华老字号就是代表。中华老字号品牌无论是在从前还是现在,都以其独特的文化魅力影响着我们的生活,但是当我们步入现代化经济发展浪潮中的时候,发现老字号品牌的影响力正在慢慢淡出我们的视线,重振老字号品牌雄风,唤醒沉淀在人们心中的中华梦成为现代人继续追求丰富物质生活的另一动力。 关于中华老字号在品牌传播中的研究,国内学术领域主要关注的是品牌建设和品牌推广的策略,以及对品牌的形象设计等方面,重点着眼于品牌的定位、品牌的延伸、和品牌的维护以及品牌的核心价值提炼,研究方法侧重于经验主义和实用主义,与此同时,国外的研究人员从一开始就把“老字号”称为品牌,并且将品牌看作是企业和产品的无形资产,因而在国外的研究中,就出现了无形资产理论。 本文希望通过对传播学经典理论:拉斯维尔的“5W”理论,与中华老字号品牌的传播实务进行结合,总结其在本土化过程中与老字号品牌的交叉适用范围,对中华老字号品牌的具体产品进行细分,分析其品牌的形成、维护和推广过程,总结其在国内外市场上的整合营销策略,找出其不足和成功之处,提出“中华老字号”品牌在新的时代条件下持续发展的新观点,即理念创新、文化创新、管理创新和特色创新的有机综合,从而不断注入中华老字号品牌的文化内涵和新的活力。该文提出以深厚的中华传统文化内容,注重凝炼品牌的文化特色,以现代传播理论和手段,促进老字号品牌传播模式的改进并提出了创新对策,通过理论分析和实务评点,总结老字号品牌在国际推广中如何导入传播学理论,从而将理论上升到实际操作层面,直接应用于实务,最终通过本文的研究为老字号品牌在文化传播领域和市场开拓领域发现新的突破口。
[Abstract]:China is a 5,000-year-old cultural country, after thousands of years of wind and frost, history left us countless cultural essence, its old name is the representative. Chinese well-known brands, whether in the past or now, have influenced our lives with their unique cultural charm, but when we entered the tide of modern economic development, Find that the influence of the old brand is slowly fade out of our line of sight, revitalize the old brand style, awakening the Chinese dream precipitated in people's hearts become another motivation for modern people to continue to pursue a rich material life. On the research of Chinese old brand in brand communication, the domestic academic field mainly pays attention to the strategy of brand building and brand promotion, as well as the design of brand image, focusing on the positioning of brand and the extension of brand. And the maintenance of the brand and the refining of the core value of the brand, the research method focuses on empiricism and pragmatism. At the same time, foreign researchers have called the "old name" a brand from the beginning. And the brand is regarded as the intangible assets of enterprises and products, so the theory of intangible assets appears in the research of foreign countries. This paper hopes to combine the "5W" theory of communication science with the communication practice of Chinese old brand, and summarize its cross-application scope with the old brand in the process of localization, and it is hoped that the "5W" theory of "5W" will be combined with the communication practice of Chinese old brand in the process of localization. The specific products of the Chinese old brand are subdivided, the formation, maintenance and promotion process of the brand are analyzed, the integrated marketing strategy in the domestic and foreign markets is summarized, and the shortcomings and successes are found out. This paper puts forward a new viewpoint of the sustainable development of the "Chinese old brand" under the new conditions of the times, that is, the organic synthesis of the idea innovation, the cultural innovation, the management innovation and the characteristic innovation. Thus continuously inject Chinese old brand cultural connotation and new vitality. Based on the profound traditional Chinese culture content, focusing on the cultural characteristics of the brand, and using the modern communication theory and means to promote the improvement of the old brand communication mode, this paper puts forward the innovative countermeasures, through the theoretical analysis and practical evaluation, This paper summarizes how to introduce the communication theory into the international promotion of the old brand, so as to raise the theory to the practical level and apply it directly to practice. Finally, through the research of this article, we can find a new breakthrough for the old brand in the field of cultural communication and market development.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
本文编号：2438978
[Abstract]:China is a 5,000-year-old cultural country, after thousands of years of wind and frost, history left us countless cultural essence, its old name is the representative. Chinese well-known brands, whether in the past or now, have influenced our lives with their unique cultural charm, but when we entered the tide of modern economic development, Find that the influence of the old brand is slowly fade out of our line of sight, revitalize the old brand style, awakening the Chinese dream precipitated in people's hearts become another motivation for modern people to continue to pursue a rich material life. On the research of Chinese old brand in brand communication, the domestic academic field mainly pays attention to the strategy of brand building and brand promotion, as well as the design of brand image, focusing on the positioning of brand and the extension of brand. And the maintenance of the brand and the refining of the core value of the brand, the research method focuses on empiricism and pragmatism. At the same time, foreign researchers have called the "old name" a brand from the beginning. And the brand is regarded as the intangible assets of enterprises and products, so the theory of intangible assets appears in the research of foreign countries. This paper hopes to combine the "5W" theory of communication science with the communication practice of Chinese old brand, and summarize its cross-application scope with the old brand in the process of localization, and it is hoped that the "5W" theory of "5W" will be combined with the communication practice of Chinese old brand in the process of localization. The specific products of the Chinese old brand are subdivided, the formation, maintenance and promotion process of the brand are analyzed, the integrated marketing strategy in the domestic and foreign markets is summarized, and the shortcomings and successes are found out. This paper puts forward a new viewpoint of the sustainable development of the "Chinese old brand" under the new conditions of the times, that is, the organic synthesis of the idea innovation, the cultural innovation, the management innovation and the characteristic innovation. Thus continuously inject Chinese old brand cultural connotation and new vitality. Based on the profound traditional Chinese culture content, focusing on the cultural characteristics of the brand, and using the modern communication theory and means to promote the improvement of the old brand communication mode, this paper puts forward the innovative countermeasures, through the theoretical analysis and practical evaluation, This paper summarizes how to introduce the communication theory into the international promotion of the old brand, so as to raise the theory to the practical level and apply it directly to practice. Finally, through the research of this article, we can find a new breakthrough for the old brand in the field of cultural communication and market development.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
【引证文献】
相关博士学位论文 前1条
1 张艳;怀旧倾向与参照群体对老龄消费者中华老字号品牌偏好的影响研究[D];吉林大学;2012年
相关硕士学位论文 前2条
1 赵聪超;医药老字号品牌符号及其传播策略研究[D];苏州大学;2011年
2 何颖;基于消费者视角的老字号激活研究[D];浙江理工大学;2012年
，本文编号：2438978
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