建筑与文化Issue(4)：122-123,2.
资源整合视角下南京老字号复兴探究
Study On Revival Path Of Nanjing Time-Honored Brand Under Resource Integration
摘要
Abstract
With Nanjing as space carier, to explore the present situation of Nanjing Time-honored Brand, through the questionnaire survey and SPSS, we found out the folowing problems: low brand awareness, weak product innovation; poor store lots, traditional forms of advertising; heir lacking, facing decline. Through the revival path of “the enterprise internal rectification, the government outward to cater” with innovating brand value, optimizing marketing strategy, exploring new media publicity; creating new characteristic blocks and perfecting the trademark registration system to break development dilemma, to thrive, to enhance the connotation of historical and cultural city of Nanjing.关键词
南京老字号/资源整合/品牌文化Key words
Nanjing Time-Honored Brand/Resource Integration/Brand Culture引用本文复制引用
张学研,崔志华..资源整合视角下南京老字号复兴探究[J].建筑与文化,2016,(4):122-123,2.基金项目
国家自然科学基金“领域重构与大都市区管治研究对南京大都市区行政区划调整的实证分析” （）
