文化消费视域下嘉兴老字号品牌形象创新设计实践研究——以嘉兴华氏兰台大药房为例  

Research on Innovative Design of Jiaxing Local Time-Honored Brand Image based on Cultural Confidence

作　　者：王天星[1] WANG Tianxing(Jiaxing Vocational&Technical College,Jiaxing 314036,China)

机构地区：[1]嘉兴职业技术学院,浙江嘉兴314036

出　　处：《鞋类工艺与设计》2023年第24期55-57,共3页SHOES TECHNOLOGY AND DESIGN

基　　金：2023―2024年度浙江省文化和旅游厅重点科研项目《文化消费视域下浙江老字号品牌形象创新提升策略研究》(项目名称:2023KYZ007)。

摘　　要：在中华民族文化自信不断提高的社会背景下,老字号品牌迎来了新的转型契机。在文化消费升级、消费者需求逐渐个性化、情感化、多元化的语境下,为老字号品牌提供创新性的品牌形象设计方法,助力老字号品牌顺应消费需求新变化,使品牌年轻化。文章在以嘉兴本土老字号品牌华氏兰台大药房作为个案考察的同时,也是对当下整体老字号品牌发展路径进行思考。通过文化消费升级所引发的新兴情感消费诉求,从老字号品牌的悠久品牌历史及自身文化底蕴传承的视角,将品牌IP角色形象的设计策略融入老字号品牌的升级过程,升华传统老字号品牌内涵,提升品牌情感体验,为推动老字号品牌形象的迭代升级提供参考。Under the social background of the continuous improvement of Chinese cultural confidence,time-honored brands ushered in a new transformation opportunity.In the context of consumption upgrading and gradually personalized,emotional and diversified consumer demands,it provides innovative brand image design methods for time-honored brands to help them adapt to the new changes in consumer demands and make the brands younger.This article takes the local time-honored brand Hua's Lantai Pharmacy in Jiaxing as a case study,but also thinks about the development path of the overall time-honored brand at present.Through the emerging emotional consumption demands caused by consumption upgrading,from the perspective of the time-honored brand history and its own cultural heritage,the design strategy of brand IP role image is integrated into the upgrading process of time-honored brand,to sublimate the connotation of traditional time-honored brand and enhance the brand emotional experience,so as to provide reference for promoting the iterative upgrading of brand image.

关 键 词：老字号 文化消费 品牌形象 IP角色设计 

分 类 号：J524.3[艺术—艺术设计]