新媒体技术下对老字号品牌创新升级的思考——以“双妹”品牌为例  

Reflections on Innovation and Upgrading of Old Brand Under New Media Technology——Take The “Shanghai Vivi” Brand As An Example

作　　者：杨淼涵 钟砚涛[1] YANG Miao-han;ZHONG Yan-tao(School of Fine Arts and Design,Changzhou University,Changzhou 213164,China)

机构地区：[1]常州大学美术与设计学院,江苏常州213164

出　　处：《绿色包装》2023年第3期166-169,共4页Green Packaging

基　　金：2021年度教育部人文社会科学研究一般项目(民国商标设计与影响研究20YJA760100)。

摘　　要：以老字号品牌“双妹”为着眼点,分析了“双妹”品牌在不同时期的发展历程,探究了“双妹”在品牌创新升级中新媒体技术所赋予的新活力和新的品牌表述。并基于新媒体技术下品牌的设计和推广的新趋势,对老字号品牌变革升级提出展望和阐述。Focusing on the time-honored brand “SHANGHAI VIVI”,this paper analyzes the development process of “SHANGHAI VIVI” brand in different periods,and explores the new vitality and brand expression given by new media technology in the current brand innovation and upgrading of “SHANGHAI VIVI”.And based on the new trend of brand design and promotion under the new media technology,the paper puts forward prospects and expounds the transformation and upgrading of time-honored brands.

关 键 词：新媒体 老字号品牌 双妹 

分 类 号：F273.2[经济管理—企业管理]