文化遗产保护语境下的北京老字号品牌文化发展策略研究

发布时间：2018-03-26 05:27

本文选题：北京老字号　切入点：地域文化　出处：《北京印刷学院》2017年硕士论文

【摘要】：当代社会经济与科技高速发展,西方流行文化的蔓延使国内文化越来越多元,人们的生活方式和消费习惯都在不断改变,与此同时,国内外新兴品牌强势进入消费市场,文化和市场的双重冲击,使本土老字号企业处境艰难。本文从文化遗产传承的角度入手,试图探究如何以文化传承为依托,以跨界合作为手段,让北京老字号品牌产生新的活力。北京老字号具有传承和传播北京传统文化的优势和责任,群体和民族对地域文化的高度认同也有利于老字号企业的良性发展。本文认为,可以通过设计策划等手段,充分利用北京丰富的文化遗产资源,弘扬中国传统文化,激发老字号内在的经济价值和文化价值。作者根据市场调研结果归纳了北京老字号在文化建设、品牌视觉形象设计、消费体验、产品品质等方面存在不同程度的问题,并通过对日本同类长寿企业在品牌文化上体现出来的日本民族审美观的分析,提炼出一些可以借鉴的要素;最后论述了老字号品牌形象创新的路线并尝试拟定了北京老字号品牌与文化遗产资源结合发展的具体措施。
[Abstract]:With the rapid development of contemporary social economy and science and technology, the spread of popular culture in the West has made domestic culture more and more diverse. People's way of life and consumption habits are constantly changing. At the same time, new brands at home and abroad are entering the consumer market forcefully. The double impact of culture and market makes the old local enterprises difficult. From the perspective of cultural heritage inheritance, this paper tries to explore how to rely on cultural heritage and use cross-border cooperation as a means. Beijing old brand has the advantages and responsibilities of inheriting and spreading Beijing traditional culture, and the high recognition of regional culture among groups and nationalities is also beneficial to the benign development of the old famous enterprises. We can make full use of Beijing's rich cultural heritage resources and carry forward Chinese traditional culture by means of design and planning. According to the results of market research, the author concludes that there are some problems in cultural construction, brand visual image design, consumption experience, product quality and so on. And through the analysis of the Japanese national aesthetic standards embodied in the brand culture of the similar longevity enterprises in Japan, we can extract some elements that can be used for reference. Finally, this paper discusses the innovative route of the brand image of the old brand and tries to draw up the concrete measures for the combination of the brand of Beijing old brand and the cultural heritage resources.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J524

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