老字号企业怀旧文化资产对品牌影响力的作用机理  

作　　者：樊樱楠 孙明贵[1] 

机构地区：[1]东华大学旭日工商管理学院

出　　处：《企业经济》2016年第1期25-29,共5页Enterprise Economy

基　　金：中航集团广义虚拟经济研究专项"广义虚拟体验环境下群体怀旧的形成机理及其消费行为研究"(项目编号:GX2011-1008(Y));东华大学文科预研究项目"历史悠久企业怀旧文化资产研究"

摘　　要：在经济全球化和知识经济时代,老字号企业的生存与发展愈发步履维艰。恢复和提高品牌影响力,实现品牌再生,已经成为当下老字号企业最为迫切的课题和任务。消费者与企业在长期的沟通和互动中形成的怀旧情感会附着在企业内部各要素和资源之中,这种附着怀旧情感的各要素就是企业内部的怀旧文化资产,这是提高品牌影响力的关键。本文对怀旧文化资产的内涵及生成进行了简要的分析,构建了怀旧文化资产对品牌影响力的作用机理,并提出了老字号品牌相应的传播策略。In the era of economic globalization and knowledge economy, the survival and development of Time-honored Brand enterprise is increasingly difficult. Restoring and enhancing the brand influence and achieving brand regeneration have become the most pressing issues and tasks currently. Nostalgic cultural assets are a resource produced from the nostalgia emotion in interactions between the enterprise and consumers. These assets are the key to improve the brand influence. This paper analyzes the connotation and formation of the nostalgic cultural assets briefly, builds the mechanisms about the influence of nostalgic cultural assets on brand, and puts forward relevant strategies on old brand communication.

关 键 词：怀旧文化资产 品牌影响力 怀旧强度 品牌信任 

分 类 号：F822[经济管理—财政学]