本文選題：北京老字號(hào)　切入點(diǎn)：地域文化　出處：《北京印刷學(xué)院》2017年碩士論文

【摘要】：當(dāng)代社會(huì)經(jīng)濟(jì)與科技高速發(fā)展,西方流行文化的蔓延使國(guó)內(nèi)文化越來(lái)越多元,人們的生活方式和消費(fèi)習(xí)慣都在不斷改變,與此同時(shí),國(guó)內(nèi)外新興品牌強(qiáng)勢(shì)進(jìn)入消費(fèi)市場(chǎng),文化和市場(chǎng)的雙重沖擊,使本土老字號(hào)企業(yè)處境艱難。本文從文化遺產(chǎn)傳承的角度入手,試圖探究如何以文化傳承為依托,以跨界合作為手段,讓北京老字號(hào)品牌產(chǎn)生新的活力。北京老字號(hào)具有傳承和傳播北京傳統(tǒng)文化的優(yōu)勢(shì)和責(zé)任,群體和民族對(duì)地域文化的高度認(rèn)同也有利于老字號(hào)企業(yè)的良性發(fā)展。本文認(rèn)為,可以通過(guò)設(shè)計(jì)策劃等手段,充分利用北京豐富的文化遺產(chǎn)資源,弘揚(yáng)中國(guó)傳統(tǒng)文化,激發(fā)老字號(hào)內(nèi)在的經(jīng)濟(jì)價(jià)值和文化價(jià)值。作者根據(jù)市場(chǎng)調(diào)研結(jié)果歸納了北京老字號(hào)在文化建設(shè)、品牌視覺(jué)形象設(shè)計(jì)、消費(fèi)體驗(yàn)、產(chǎn)品品質(zhì)等方面存在不同程度的問(wèn)題,并通過(guò)對(duì)日本同類長(zhǎng)壽企業(yè)在品牌文化上體現(xiàn)出來(lái)的日本民族審美觀的分析,提煉出一些可以借鑒的要素;最后論述了老字號(hào)品牌形象創(chuàng)新的路線并嘗試擬定了北京老字號(hào)品牌與文化遺產(chǎn)資源結(jié)合發(fā)展的具體措施。
[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.
【學(xué)位授予單位】：北京印刷學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：J524

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