摘要
推动老字号传承传统技艺,实现“传承不泥古,创新不离宗”的发展目标,不仅是推动品牌建设的重要举措,更是弘扬中华传统文化的迫切需要。品牌真实性管理为老字号实现“原汁原味”的传承与创新,提供了理论支持。本研究基于苏州稻香村的案例本文中提到的“苏州稻香村”指源自苏州、创立于1773年的稻香村品牌,文中出现的“稻香村集团”“苏州稻香村食品厂”均为在不同时期经营这一品牌的企业的名称。,构建了基于品牌真实性管理的老字号品牌传承与创新的理论模型。研究结果表明:(1)品牌原真性管理,实现了老字号品牌的传承,保证了老字号的“原汁原味”;(2)品牌建构真实性管理,推动了老字号“原汁原味”基础上的品牌创新,实现了品牌的持续成长;(3)对顾客功能需求、体验需求以及情感需求的满足,分别促进了老字号的产品、营销传播以及文化的传承与创新。多层次的顾客需求,是老字号进行品牌真实性管理的重要驱动因素。
Promoting the inheritance of the traditional skills of time-honored brands,and realizing the development goal of""the inheritance is not a mere imitation of the ancient styles,and the innovation is not leaving behind the tradition"',is not only to promote brand building,but also an important measure to promote Chinese traditional culture.Brand authenticity management provides theoretical support for the time-honored brands to realize the inheritance and innovation of"originality".Based on the case study of Suzhou Daoxiangcun,this paper constructs a theoretical model for the inheritance and innovation of timehonored brands based on brand authenticity management.The research results show that:(1)the original authenticity management of the brand has realized the inheritance of the time-honored brands and ensured the"originality"of the time-honored brands;(2)the constructive authenticity management of the brand has promoted the brand innovation based on the"originality"of time-honored brands and realized the sustained growth of brands;(3)based on the satisfaction of customers'functional needs,experience needs and emotional needs,it has promoted the inheritance and innovation of the time-honored brand's products,marketing and culture respectively.Multi-level customer demand is an important driving factor for the authenticity management of time-honored brands.
作者
杨桂菊
李雅
侯丽敏
曲旸
Yang Cuju;Li Ya;Hou Limin;Qu Yang(School of Business,East China University of Science and Technology)
出处
《营销科学学报》
CSSCI
2023年第3期1-24,共24页
Journal of Marketing Science
基金
国家社科基金项目(20BGL034)的资助。
关键词
老字号
品牌真实性
顾客需求
传承与创新
time-honored brand
brand authenticity
customer demand
inheritance and innovation
