长沙九如斋品牌主题营销设计研究  

Research on the Theme Marketing Design of Changsha Jiuruzhai Brand

作　　者：刘嘉 LIU Jia(Art College of Xiangtan University,Xiangtan 411105,China)

机构地区：[1]湘潭大学艺术学院,湖南湘潭411105

出　　处：《品牌与标准化》2023年第S1期10-12,18,共4页

基　　金：湖南省大学生创新创业基地项目:非遗品牌化创新创业基地成果

摘　　要：九如斋作为湖南中华老字号,是我国湖湘特色文化符号。但是随着时代的发展,九如斋经营情况并不理想,因为存在一些问题,导致品牌的活力下降,在市场中面临着生存危机。文章分析了九如斋的品牌优势、存在的问题,以及如何在新媒体时代根据品牌确定合适的主题营销与设计,提出了解决方案,期待可以为九如斋的品牌发展提供建议。As a China Time-honored in Hunan,Jiuruzhai represents the cultural symbol of Hunan.However,with the development of the times,Jiuruzhai's business has not been ideal due to some problems that have led to a decline in the brand's vitality and a survival crisis in the market.This article analyzes Jiuruzhai's brand advantages,existing problems,and proposes solutions on how to determine appropriate theme marketing and design based on the brand in the new media era.We hope to provide suggestions to help Jiuruzhai's brand development.

关 键 词：九如斋 主题营销 中华老字号 

分 类 号：F274[经济管理—企业管理] F426.82[经济管理—国民经济]