摘要
以蚌埠市"老字号"品牌传播研究为出发点,采用了文献分析、问卷调查和访谈法,分析了蚌埠市"老字号"品牌传播的现状,明确了蚌埠市"老字号"品牌传播的战略选择,并有针对性地提出了蚌埠市"老字号"品牌传播的策略方法。
In order to inherit the legacy of outstanding culture,to give time- honored brand fresh blood,and to explore new growth points of local economic development,this paper takes the research of communication strategy of time- honored brand of Bengbu as a starting point,and analyzes the current situation of the communication of time- honored brand of Bengbu by using the methods of literature analysis,questionnaire survey and interview. In addition,this paper makes clear the strategy choice of the communication of time- honored brand of Bengbu and specifically proposes some advice for better development of time- honored brand of Bengbu.
出处
《新余学院学报》
2016年第3期69-72,共4页
Journal of Xinyu University
基金
2016年度安徽省高校人文社会科学研究重点项目<蚌埠市"老字号"品牌传承人现状与发展问题研究>(SK2016A0589)
2015年安徽省质量工程项目<品牌策划>(2015mooc086)
2014年蚌埠市社会科学规划项目<蚌埠市"老字号"品牌的重塑与传播研究>(BB14B009)
关键词
老字号
品牌
品牌传播
品牌传播策略
time-honored
brand
brand communication
brand communication strategy
