摘要
文章从政府、企业、消费者层面分析了广西老字号发展,呈现喜忧参半的状况。广西老字号可持续发展需要以政府主导,协会支持,引导广西老字号企业一体化发展。以旅促商,让老字号成为旅游经济的增长点。保持老字号品牌核心竞争力,顺应市场大胆创新。注入时尚元素,树立老字号品牌新形象。用社会记忆留住老顾客,用品牌故事感染新顾客。同时采取多种营销手段,扩大品牌影响力。
The article aims to explore the Guangxi time-honored road of sustainable development, the use of literature, questionnaire and interview, the current situation of the development of Guangxi time-honored mixed analysis from the government, enterprise and consumer level. Finally proposed the Guangxi time-honored road of sustainable development: government leading, association support, guide the Guangxi time-honored enterprise integration development; to promote the business trip, let the time-honored become tourism economic growth point; maintain the time-honored brand core competitiveness, market innovation; fashion elements, establish a new image of time-honored brand; retain the old customers with social memory, with the brand new customers to take a variety of stories of infection; marketing means to expand the brand influence.
作者
张艳梅
ZHANG Yan-mei(Lijiang college of Guangxi Normal University Guangxi,Guilin 541006 China)
出处
《广西经济管理干部学院学报》
2016年第3期53-60,共8页
Journal of GuangXi Cadres College of Economic and Management
基金
广西哲学社会科学规划一般项目“社会机制构建与广西非物质文化遗产保护的可持续性研究”(13BMZ007)
关键词
广西老字号
品牌资产
可持续发展
Guangxi old brand
Development status
Sustainable development
作者简介
张艳梅，广西师范大学漓江学院管理系讲师，研究方向：经济学、人类学。桂林，541001
