| 广东餐饮老字号品牌复兴战略研究——基于文化营销的视角 |
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| 引用本文： | 罗纪宁,陈绿丹.广东餐饮老字号品牌复兴战略研究——基于文化营销的视角[J].广东财经职业学院学报,2011,2(5):52-60. |
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| 作者姓名： | 罗纪宁 陈绿丹 |
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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： | 广州市哲学社会科学重点课题“提升广州城市软实力的城市文化营销战略研究” |
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| 摘 要： | 作为广东人的一种象征、一个时代记忆的广东餐饮老字号，见证了历史发展变迁。但在激烈的市场竞争中由于商业模式、经营观念、管理体制、资金技术等方面原因，它们又普遍陷入了惨淡经营局面。本文分析了老字号活化与文化营销的关系，并立足文化营销的视角，从战略定位、战略布局和战略实施三个层面探讨了广东餐饮老字号品牌复兴的发展战略。
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| 关 键 词： | 文化营销 餐饮老字号 战略 品牌活化 |
A Study of Revitalization Strategy of Guangdong Historical Brand Restaurants --From the Perspective of Cultural Marketing |
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| Luo Jining,Chen Ludan.A Study of Revitalization Strategy of Guangdong Historical Brand Restaurants --From the Perspective of Cultural Marketing[J].Journal of Guangdong vocational college of Finance and Economics,2011,2(5):52-60. |
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| Authors: | Luo Jining Chen Ludan |
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| Institution: | Luo Jining Chen Ludan ( School of Management, Guangdong University of Foreign Studies, Guangzhou, 510420) |
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| Abstract: | For the Cantonese, historical brand restaurants are not only a kind of commercial symbol, but also the collective memory of history. They are the witnesses of the people, the historical development as well as the lifestyle of the locality. However, due to the fierce market competition, the outdated management, lack of technical innovation and other reasons, the old brands are now confronting difficult business situation. This paper probes into the revitalization strategy of the local historical brand restaurants from strategic positioning, strategic layout and strategy implementation. |
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| Keywords: | culture marketing Historical Brand Restaurants strategy brand revitalization |
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