| 广东老字号品牌文化内涵及形成机制研究 |
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| 引用本文： | 张红明,黄钻霞. 广东老字号品牌文化内涵及形成机制研究[J]. 广东财经职业学院学报, 2010, 0(4): 56-62 |
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| 作者姓名： | 张红明 黄钻霞 |
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| 作者单位： | 广东外语外贸大学国际工商管理学院,510420 |
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| 基金项目： | 教育部人文社科项目立项：基于文化心理视角的国货购买行为研究,项目批准号：09YJC630042. |
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| 摘 要： | 本文从文化解释的角度对广东老字号品牌文化的内涵进行研究。通过对24家知名度高、代表性强的广东老字号的相关品牌信息做内容分析，总结出10个代表广东老字号品牌文化内涵的词语，然后对它们进行了归类和分层，接着提练出广东老字号品牌精神的词语——神秘、永恒和可信。在此基础上结合“天地人”品牌营销模型进行了解释，最后从儒家文化、超自然崇拜和岭南文化的影响三方面对广东老字号品牌文化内涵的形成原因进行了解释。
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| 关 键 词： | 广东老字号 品牌文化 品牌精神 |
A Research on the Structure and the Formation of the Culture of Time-honored Brands in Guangdong |
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| Zhang Hongming Huang Zuanxia. A Research on the Structure and the Formation of the Culture of Time-honored Brands in Guangdong[J]. Journal of Guangdong vocational college of Finance and Economics, 2010, 0(4): 56-62 |
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| Authors: | Zhang Hongming Huang Zuanxia |
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| Affiliation: | Zhang Hongming Huang Zuanxia (School of Management, Guangdong University of Foreign Studies, Guangzhou, China, 510420) |
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| Abstract: | This paper uses the ＂content analysis＂ mettiod to study the culture of the time-honored brands in Guangdong. After a study of twenty four representative time-honored brands of fame, the authors select a few terms to sum up the cultural and spiritual elements embodied in the brands. They also offer an explanation of development of these brands. |
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| Keywords: | time-honored brands in Guangdong brand culture spiritual element of brand |
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