Research on Brand Innovation of Chongqing Old Brands under the Perspective of Cultural Heritage——Taking Rose Brand Jiangjin Rice Candy as an Example
Time-honored brands are the historical accumulation of Chinese civilization and an important part of China's economic development.Chongqing time-honored brand is the product of the continuous efforts of the working people in Bayu area,and is a valuable intangible asset.How to"innovate in inheritance and develop in innovation"is not only a fundamental problem for brands to solve,but also a fundamental problem for time-honored brands to achieve sustainable management and long-term development.To revitalize Chinese time-honored brands,the key is to revive their corporate culture.Based on cultural inheritance and innovation,this paper takes the time-honored rose brand Jiangjin rice candy as an example to analyze how Chongqing time-honored brands make breakthroughs and innovations,enhance brand image and inherit brand culture under new historical conditions,so as to glow with new brilliance.
Chongqingold brandJiangjin rice candyinheritance and innovationbrand culture
NETL
NSTL
万方数据
