摘要
在品牌强国战略背景下,品牌活化是老字号提升品牌影响力的关键手段。文章基于实地调研并结合相关资料,分析天津市老字号在品牌活化过程中面临的问题,阐述天津市老字号品牌活化机遇。并以浙江、北京两省市老字号品牌建设的措施与经验为参考,提出一系列针对天津市老字号品牌活化的策略建议,总结出地域文化认同视角下天津市老字号品牌活化模型,为天津市老字号品牌的创新发展提供参考。
Against the backdrop of brand power strategy,brand revitalization is the key means for time-honored brands to enhance brand influence.Based on field research and secondary data,this paper analyzes the problems faced by Tianjin time-honored brands in the process of brand revitalization,expounds the opportunities for brand revitalization in Tianjin,and proposes a series of strategic suggestions for brand revitalization in Tianjin based on the measures and experiences of brand construction in Beijing and Zhejiang.The paper puts forward the revitalization model of Tianjin time-honored brands from the perspective of regional cultural identity,and provides reference for the innovation and development of Tianjin time-honored brands.
作者
宇文慧
李彦祖
马向阳
孙誉萌
Yuwen Hui;Li Yanzu;Ma Xiangyang;Sun Yumeng(College of Management and Economics,Tianjin University,Tianjin 300072,China;College of Land Science and Technology,China Agricultural University,Beijing 100193,China)
出处
《天津大学学报(社会科学版)》
2025年第4期319-329,共11页
Journal of Tianjin University:Social Sciences
基金
天津市哲学社会科学规划项目青年项目(TJGLQN23-008)。
关键词
天津
老字号
品牌活化
地域文化认同
Tianjin
time-honored brands
brand revitalization
regional cultural identity
