中華老字號(hào)品牌傳播初探
發(fā)布時(shí)間：2019-03-12 16:51
【摘要】： 中國(guó)是個(gè)擁有五千年歷史的文化古國(guó),在歷經(jīng)數(shù)千年風(fēng)霜之后,歷史留給我們數(shù)不清的文化精華,其中中華老字號(hào)就是代表。中華老字號(hào)品牌無(wú)論是在從前還是現(xiàn)在,都以其獨(dú)特的文化魅力影響著我們的生活,但是當(dāng)我們步入現(xiàn)代化經(jīng)濟(jì)發(fā)展浪潮中的時(shí)候,發(fā)現(xiàn)老字號(hào)品牌的影響力正在慢慢淡出我們的視線,重振老字號(hào)品牌雄風(fēng),喚醒沉淀在人們心中的中華夢(mèng)成為現(xiàn)代人繼續(xù)追求豐富物質(zhì)生活的另一動(dòng)力。 關(guān)于中華老字號(hào)在品牌傳播中的研究,國(guó)內(nèi)學(xué)術(shù)領(lǐng)域主要關(guān)注的是品牌建設(shè)和品牌推廣的策略,以及對(duì)品牌的形象設(shè)計(jì)等方面,重點(diǎn)著眼于品牌的定位、品牌的延伸、和品牌的維護(hù)以及品牌的核心價(jià)值提煉,研究方法側(cè)重于經(jīng)驗(yàn)主義和實(shí)用主義,與此同時(shí),國(guó)外的研究人員從一開始就把“老字號(hào)”稱為品牌,并且將品牌看作是企業(yè)和產(chǎn)品的無(wú)形資產(chǎn),因而在國(guó)外的研究中,就出現(xiàn)了無(wú)形資產(chǎn)理論。 本文希望通過對(duì)傳播學(xué)經(jīng)典理論:拉斯維爾的“5W”理論,與中華老字號(hào)品牌的傳播實(shí)務(wù)進(jìn)行結(jié)合,總結(jié)其在本土化過程中與老字號(hào)品牌的交叉適用范圍,對(duì)中華老字號(hào)品牌的具體產(chǎn)品進(jìn)行細(xì)分,分析其品牌的形成、維護(hù)和推廣過程,總結(jié)其在國(guó)內(nèi)外市場(chǎng)上的整合營(yíng)銷策略,找出其不足和成功之處,提出“中華老字號(hào)”品牌在新的時(shí)代條件下持續(xù)發(fā)展的新觀點(diǎn),即理念創(chuàng)新、文化創(chuàng)新、管理創(chuàng)新和特色創(chuàng)新的有機(jī)綜合,從而不斷注入中華老字號(hào)品牌的文化內(nèi)涵和新的活力。該文提出以深厚的中華傳統(tǒng)文化內(nèi)容,注重凝煉品牌的文化特色,以現(xiàn)代傳播理論和手段,促進(jìn)老字號(hào)品牌傳播模式的改進(jìn)并提出了創(chuàng)新對(duì)策,通過理論分析和實(shí)務(wù)評(píng)點(diǎn),總結(jié)老字號(hào)品牌在國(guó)際推廣中如何導(dǎo)入傳播學(xué)理論,從而將理論上升到實(shí)際操作層面,直接應(yīng)用于實(shí)務(wù),最終通過本文的研究為老字號(hào)品牌在文化傳播領(lǐng)域和市場(chǎng)開拓領(lǐng)域發(fā)現(xiàn)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.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2
本文編號(hào)：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.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2
【引證文獻(xiàn)】
相關(guān)博士學(xué)位論文 前1條
1 張艷;懷舊傾向與參照群體對(duì)老齡消費(fèi)者中華老字號(hào)品牌偏好的影響研究[D];吉林大學(xué);2012年
相關(guān)碩士學(xué)位論文 前2條
1 趙聰超;醫(yī)藥老字號(hào)品牌符號(hào)及其傳播策略研究[D];蘇州大學(xué);2011年
2 何穎;基于消費(fèi)者視角的老字號(hào)激活研究[D];浙江理工大學(xué);2012年
，本文編號(hào)：2438978
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