新媒体环境下中华老字号的发展困境分析及其对策

发布时间：2018-01-11 05:29

本文关键词：新媒体环境下中华老字号的发展困境分析及其对策　出处：《黑龙江大学》2015年硕士论文　论文类型：学位论文

【摘要】：在计划经济向市场经济转型的过程中,自主创新品牌和外资企业纷纷涌现,我国的经济快速增长,商业市场分外繁荣。在经济腾飞令人欣喜的同时,许多具有历史厚重感的老字号却加速消失,令人扼腕叹息。从建国初期到新世纪初,尚存的老字号从一万多家骤降到一千多家,到2006年,重新审定的中华老字号仅剩一千家。这些老字号大多有着百年甚至数百年的历史,是我国文化遗产中浓墨重彩的一部分,因此老字号的日渐没落须引起社会的关注。中华老字号的媒介发展经历了从口碑营销、户外广告营销、印刷媒介营销到广播电视营销的时代,其推广发展策略能够很快的适应媒介转换的步伐,取得了快速的发展。但进入到新媒体时代,媒体环境相对于传统媒体更为复杂,更具挑战性。很多中华老字号对新媒体缺乏认知或者对新媒体浅尝辄止,没有挖掘新媒体的重要性。本文主要围绕中华老字号的媒介发展之路展开,探索并分析中华老字号发展的困境及其原因,把新媒体推广战略作为研究重心,来帮助老字号在新媒体时代找到中华老字号的发展对策,推进中华老字号的繁荣复兴。
[Abstract]:In the planned economy to market economy, brand innovation and foreign companies have emerged, China's rapid economic growth, particularly in the commercial market prosperity. Economic growth gratifying at the same time, many with a heavy sense of history the time-honored has accelerated the disappearance of people. Sadly sigh from the early days to the beginning of the new century. Time-honored surviving from 2006 to more than 10000 reduced to more than 1000, and re validation of the remaining one thousand. The time-honored Chinese time-honored mostly with hundreds of years of history, is a part of our cultural heritage in ink painting, so the time-honored gradually decline to the concern of the society. The time-honored media experience from the development of word-of-mouth marketing, outdoor advertising and marketing, the era of print media marketing to broadcast television marketing, the promotion of development strategy can adapt to the media conversion step quickly Cutting, and achieved rapid development. But in the new media era, the media environment compared to the traditional media is more complex and more challenging. Many Chinese time-honored cognition of the new media or new media have tasted the lack of importance of digging new media. This paper mainly focuses on the time-honored media development of the road to start to explore and analyze the dilemma and its causes of development of Chinese time-honored, the new media promotion strategy as the research center, to help find the Countermeasures for the development of time-honored Chinese time-honored in new media era, promote Chinese time-honored revival.

【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F279.2;F274

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