基于品牌文化的中华老字号传承与创新研究-企业管理(市场营销)专业论文.docxVIP

摘要 摘要 PAGE PAGE IV Abstract China time-honored brand first has a long history, and at the same time maintains generation to generation product, service and technology. It won wide recognition of the society by their authentic Chinese cultural, and formed a good reputation in the long term development. The China time-honored brand, which carries Chinas commercial and social cultural, is the crystallization of the traditional Chinese technology. It is the representative of Chinas long history, and its brand value cannot be ignored. According to the report from China Brand Research Institute, there were about 16,000 China time-honored Brand brands at the beginning of New China, which included food, medicine, clothing , daily necessities industries, etc., but the development was not smooth. By the early 1990s, national recognition of China time-honored Brand brands has dropped dramatically to more than 1,600. As of today, there are more and more old brands had mismanagement issue due to various reasons, and some of them even on the edge of bankruptcy. How to make these brands re-energize has become an issue related to corresponding government departments’, experts’, and business managers’ concerns, therefore, inheritance and innovation research of “China time-honored Brand” is necessary and urgent. In this paper, literature research, deductive induction, empirical analysis, combined with theoretical analysis and case analysis are used to study the inheritance and innovation of “China time-honored Brand”, in which the author particularly emphasizes brand culture as the base for this study. The brand culture is the core element of the “China time-honored Brand”, and it can build a good image for the brand through the impact on consumers’ brand knowledge, which plays a role in attracting consumers and makes them become loyal customers, and further boosts the inheritance and innovation of China time-honored Brand” on top of that. This is the study characteristics of this