“老字号”湘菜文化价值与品牌塑造研究  

Research on the Cultural Value and Brand Building of"Time-honored"Hunan Cuisine

作　　者：许艳[1] XU Yan(Yiyang Vocational&Technical College,Yiyang 413049,China)

机构地区：[1]益阳职业技术学院,湖南益阳413049

出　　处：《品牌与标准化》2021年第6期19-21,共3页

基　　金：2020年湖南省教育厅科学研究项目(20C1815)。

摘　　要：湘菜主要以湘江流域、洞庭湖区以及湘西山区的地方风味为主,是我国著名的八大菜系之一。"老字号"湘菜文化价值及品牌塑造路径,需结合现代社会发展趋势进行分析,从多角度探究其发展方向及主要策略,以此促进完成其品牌塑造效果。Hunan cuisine mainly focuses on the local flavor of Xiangjiang River Basin,Dongting Lake area and Western Hunan mountainous area.It is one of the eight famous cuisines in China.The cultural value and brand building path of Hunan cuisine of"time-honored brands"need to be analyzed in combination with the development trend of modern society,and explore its development direction and main strategies from multiple angles,so as to promote the completion of its brand building effect.

关 键 词：老字号 湘菜 文化价值 品牌塑造 

分 类 号：F273.2[经济管理—企业管理] F719.3[经济管理—国民经济] TS971[轻工技术与工程]