| 关于浙江老字号振兴的品牌文化战略研究 |
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| 引用本文： | 陶云彪.关于浙江老字号振兴的品牌文化战略研究[J].企业活力,2012(6):47-50. |
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| 作者姓名： | 陶云彪 |
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| 作者单位： | 浙江工业大学经贸管理学院,杭州,310042 |
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| 基金项目： | 浙江工业大学2011年人文社科基金项目“关于浙江老字号振兴的品牌文化战略研究” |
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| 摘 要： | 品牌文化的建设是振兴浙江老字号的根本所在,浙江应从夯实老字号品牌文化基础、整合老字号品牌文化物质载体、构建老字号品牌文化的精神气质、整合老字号品牌文化的传播通道等四方面来打造品牌文化战略。
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| 关 键 词： | 老字号振兴 浙江老字号 品牌文化战略 |
On the Brand Culture Strategy of the Time-Honored Brand Revitalization of Zhejiang |
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| Tao Yun-biao.On the Brand Culture Strategy of the Time-Honored Brand Revitalization of Zhejiang[J].Enterprise Vitality,2012(6):47-50. |
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| Authors: | Tao Yun-biao |
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| Institution: | Tao Yun-biao(College of Business Administration,Zhejiang University of Technology,Hangzhou 310042,China) |
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| Abstract: | The construction of brand culture is fundamental to the revitalization of the time-honored brand of Zhejiang.Zhejiang should forge brand culture strategy through tamping the brand culture foundation of time-honored brand,integrating the brand culture material carriers of time-honored brand,structuring the brand culture spiritual temperament of time-honored brand and integrating the brand culture communication channels. |
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| Keywords: | time-honored brand revitalization time-honored brand of Zhejiaug brand culture strategy |
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