进入体验经济时代的老字号服务创新与广告传播

通过分析老字号"四个老化"现状:核心产品与服务老化、品牌形象老化、目标消费群体老龄化、管理体制老化,本文指出体验经济时代下服务创新对于老字号企业的重要性,并提出可行途径与新思路:服务体验的设计、改造提升传统服务业、与消费者共同创新特色服务体验。最后重点探讨了老字号的广告传播战略:服务广告需传播老字号品牌理念,是循序渐进的信息传播;也是对服务从有形到无形的传播,使广告受众从认知到记忆到认同服务与品牌理念。

Time-honored brands Innovation and Communication in the Experiencing Era

By analyzing the current situation, "four aging" of the time-honored bands: the aging of the core products and services, brand image, target consumer groups and management system, the paper pointed out the importance of service innovation on the experiecne economy era for the old enterprises, and proposed feasible ways and new ideas: the design of the service experiences, to transform and upgrade traditional service industries, and co- design unique service experiences with consumers. In the end of this paper,focusing on advertising communication strategies: service ads need to communicate the vision and mission of the time-honored brands, step-by-step information dissemination; from visible to invisible spread of services, the advertising process :starts first from advertising audience perception and cognition ,then to memorization and recognition of services and brand concept.