鞋类工艺与设计2023，Vol.3Issue(24)：55-57,3.DOI:10.3969/j.issn.2096-3793.2023-24-018
文化消费视域下嘉兴老字号品牌形象创新设计实践研究——以嘉兴华氏兰台大药房为例
Research on Innovative Design of Jiaxing Local Time-Honored Brand Image based on Cultural Confidence
摘要
Abstract
Under the social background of the continuous improvement of Chinese cultural confidence,time-honored brands ushered in a new transformation opportunity.In the context of consumption upgrading and gradually personalized,emotional and diversified consumer demands,it provides innovative brand image design methods for time-honored brands to help them adapt to the new changes in consumer demands and make the brands younger.This article takes the local time-honored brand Hua's Lantai Pharmacy in Jiaxing as a case study,but also thinks about the development path of the overall time-honored brand at present.Through the emerging emotional consumption demands caused by consumption upgrading,from the perspective of the time-honored brand history and its own cultural heritage,the design strategy of brand IP role image is integrated into the upgrading process of time-honored brand,to sublimate the connotation of traditional time-honored brand and enhance the brand emotional experience,so as to provide reference for promoting the iterative upgrading of brand image.关键词
老字号/文化消费/品牌形象/IP角色设计Key words
time-honored/cultural confidence/brand image/ip role design分类
社会科学引用本文复制引用
王天星..文化消费视域下嘉兴老字号品牌形象创新设计实践研究——以嘉兴华氏兰台大药房为例[J].鞋类工艺与设计,2023,3(24):55-57,3.基金项目
2023―2024年度浙江省文化和旅游厅重点科研项目《文化消费视域下浙江老字号品牌形象创新提升策略研究》(项目名称:2023KYZ007) （项目名称:2023KYZ007）
