摘要
老字号品牌一直以来都是中国本土商业的代表,蕴涵着历史文化与设计精华,但是随着社会时代的变迁与发展,有些老字号品牌固守己见,已经不能适应当今的商业发展,这就阻碍了该行业的发展,其中又以山西老陈醋品牌为代表。笔者通过文献调查法、实地考察法,对山西老陈醋现存问题进行分析,提出融入地域文化、提升品牌文化、降低同质化的改良方法,以提高该行业发展速度,满足时代要求。
Time-honored brands have always been representatives of Chinese local commercial products,which contain the essence of history,culture and design.However,with the changes and development of the social era,some time-honored brands have stuck to their own opinions and are no longer able to adapt to the current commercial development.Obstructed the development of the industry,which is represented by the Shanxi old vinegar brand.The author analyzes the existing problems of Shanxi old aged vinegar through the method of literature investigation and field investigation,and proposes improved methods to integrate into the regional culture,enhance the brand culture,and reduce homogeneity,with the purpose of increasing the development speed of the industry and meeting the requirements of the times.
作者
袁天天
彭军
YUAN Tian-tian;PENG Jun(Wuhan Polytechnic University,Wuhan 430023,China)
出处
《绿色包装》
2021年第11期107-111,共5页
Green Packaging
关键词
老字号
包装设计
山西老陈醋
地域文化
品牌化
time-honored brand
packaging design
Shanxi old vinegar
regional culture
branding
