“品牌活化矩阵”的老字号品牌传创路径研究  

Research on Inheritance and Creation Paths of Shanghai Time-Honored Brands Based on“Brand Activation Matrix”

作　　者：赵蕾 周星杰 

机构地区：[1]不详

出　　处：《上海工艺美术》2025年第1期10-12,共3页Shanghai Arts & Crafts

摘　　要：据商务部统计,在现存的1128家中华老字号中,仅10%的企业蓬勃发展,40%的老字号勉强实现盈亏平衡,而近一半都是持续亏损状态。本文基于上海老字号品牌当下面临的真实困境进行分析,并探寻传创活化的创新路径。分析了老字号品牌如何基于品牌活化矩阵原理,通过活化设计路径的创新缩小与现代消费者需求之间的距离。According to statistics from the Ministry of Commerce,out of the 1128 existing"China Time-Honored Brands,"only 10%are thriving,40%are barely breaking even,and nearly half are continuously operating at a loss.This article analyzes the current difficulties faced by Shanghai’s time-honored brands and explores innovative paths for revitalization.It examines how these brands can leverage the principles of the"Brand Revitalization Matrix"and innovate through revitalization design strategies to better align with modern consumer demands.The article also highlights various existing efforts in revitalizing Shanghai’s time-honored brands,and provides objective insights into feasible revitalization paths,such as visual identity redesign,cross-industry collaborations,and digital empowerment.The study aims to offer actionable strategies for the contemporary inheritance and innovation of time-honored brands.

关 键 词：老字号品牌 品牌活化 中华老字号 创新路径 盈亏平衡 路径研究 消费者需求 活化设计 

分 类 号：F27[经济管理—企业管理]