振兴东北视角下大连老字号品牌设计与传播策略  

Brand Design and Communication Strategy of Dalian Time-honored Brands from the Perspective of Revitalizing Northeast China

作　　者：许甲子 马赈辕[3] 张雯[1] XU Jiazi;MA Zhenyuan;ZHENG Wen(School of Art and Design,Dalian Polytechnic University,Dalian,Liaoning,116032;Dalian Medical University,Dalian,Liaoning,116044;Zhongshan College of Dalian Medical University,Dalian,Liaoning,116085)

机构地区：[1]大连工业大学艺术设计学院,辽宁大连116032 [2]大连医科大学艺术学院,辽宁大连116044 [3]大连医科大学中山学院,辽宁大连116085

出　　处：《湖南包装》2025年第1期176-180,共5页

基　　金：辽宁省属本科高校基本科研业务费专项资金资助(LJBKY2024034);大连市社科联2024年立项课题(2024dlskzd371)。

摘　　要：基于做好东北地区老字号大文章的政策,结合品牌设计与传播的相关知识,对大连老字号的品牌发展现状及存在的问题进行分析,总结大连老字号品牌设计及传播策略的作用及意义,提出大连老字号设计及传播策略路径,以促进地域品牌升级并讲好中国故事,提升城市文化软实力。在振兴东北的战略背景下,研究大连老字号品牌的设计手段与传播路径能对相关老字号品牌的发展起到一定的促进作用。Based on the policy of making good use of the time-honored brands in Northeast China,combined with the relevant knowledge of brand design and communication,this paper analyzes the current status and existing problems of Dalian's time-honored brands,summarizes the role and significance of Dalian's time-honored brand design and communication strategy,and proposes the design and communication strategy path of Dalian's time-honored brands to promote the brand upgrade of the region and tell the Chinese story well,and enhance the city's cultural soft power.Under the strategic background of revitalizing Northeast China,studying the design methods and communication paths of Dalian's time-honored brands can play a certain role in promoting the development of related time-honored brands.

关 键 词：振兴东北 老字号 品牌设计 品牌传播 

分 类 号：J524[艺术—艺术设计] F273.2[经济管理—企业管理]