饮食老字号的生存与品牌的重塑——以山东招远“德字门”绿豆粉丝为例  

Survival and Rebuilding of Time-honored Food Brands:Taking "Dezimen" Mungbean Vermicelli of Zhaoyuan City,Shandong Province as Example

作　　者：曹锡山[1] 李永杰 曹成章 程伟华 

机构地区：[1]滨州医学院,山东烟台264003 [2]山东城市服务技师学院,山东烟台264003 [3]山东省烹饪协会,山东烟台264003

出　　处：《南宁职业技术学院学报》2018年第1期5-8,共4页Journal of Nanning College for Vocational Technology

基　　金：山东社科规划项目<基于文化创意的山东饮食文化旅游资源开发研究>(12CSHJ04)

摘　　要：山东招远的"德字门"品牌纯绿豆粉丝是龙口粉丝的重要代表之一。"德字门"品牌的生存与其品牌文化的打造,关乎到龙口粉丝这一传统产品的长远发展。对"德字门"历史以及其现状进行梳理,有助于探讨新形势下老字号的生存和品牌的重塑。老字号企业应立足自身文化特色,依据自身条件和现代企业品牌运作规律,整合文化、技术、资金等资源,推陈出新,促进产业升级,做大做强老字号品牌。Dezimen brand pure mungbean key representatives of Longkou vermicellis term development of Longkou vermicelli as tuation of Dezimen brand, it is helpful to brand under new situation. Based on their vermicelli of Zhaoyuan City, Shandong Province is one of the Survival and building of Dezimen brand involve in the long a traditional product. By tidying up the history and current si- discuss the survival and brand rebuilding of time-honored food own cultural characteristics and according to their own condi- tions and operational laws of modern enterprises, firms of time-honored food brands should integrate such resources of culture, technology and fund etc. to discard the old and introduce the new, to promote in- dustrial upgrading and to make their own brands bigger and stronger.

关 键 词：老字号 龙口粉丝 “德字门” 品牌重塑 产业升级 

分 类 号：G129[文化科学]