文化传承视域下重庆老字号品牌创新研究——以玫瑰牌江津米花糖为例  

Research on Brand Innovation of Chongqing Old Brands under the Perspective of Cultural Heritage——Taking Rose Brand Jiangjin Rice Candy as an Example

作　　者：肖琪 肖瑶 XIAO Qi;XIAO Yao(Chongqing University of Commerce and Industry,Chongqing 400067,China)

机构地区：[1]重庆工商大学,重庆400067

出　　处：《绿色包装》2024年第5期122-125,共4页Green Packaging

摘　　要：老字号是中华文明的历史积淀,也是我国经济发展的重要组成部分。重庆老字号是巴渝地区劳动人民不断奋斗努力的产物,是宝贵的无形资产。如何“在传承中创新,在创新中发展”不仅是品牌要解决的根本问题,也是老字号实现永续经营、基业长青的根本问题。振兴中华老字号,关键是复兴其企业文化。本文立足于文化的传承与创新,以老字号玫瑰牌江津米花糖为例,分析重庆老字号品牌在新的历史条件下如何进行突破与创新、提升品牌形象、传承品牌文化,从而焕发出新光彩。Time-honored brands are the historical accumulation of Chinese civilization and an important part of China’s economic development.Chongqing time-honored brand is the product of the continuous efforts of the working people in Bayu area,and is a valuable intangible asset.How to “innovate in inheritance and develop in innovation” is not only a fundamental problem for brands to solve,but also a fundamental problem for time-honored brands to achieve sustainable management and long-term development.To revitalize Chinese time-honored brands,the key is to revive their corporate culture.Based on cultural inheritance and innovation,this paper takes the time-honored rose brand Jiangjin rice candy as an example to analyze how Chongqing time-honored brands make breakthroughs and innovations,enhance brand image and inherit brand culture under new historical conditions,so as to glow with new brilliance.

关 键 词：重庆 老字号 江津米花糖 传承与创新 品牌文化 

分 类 号：F273.2[经济管理—企业管理] TB482[经济管理—国民经济]