摘要
结合北京老字号城市IP和"国潮风"的理念进行案例分析,提出了城市IP视域下基于"国潮风"的北京老字号品牌活化路径,包括挖掘品牌历史、发扬传统工艺、开发多元化产品、运用新媒体进行品牌焕新以及开发品牌周边文创产品.
Abstract
This paper combines the concept of China-chic style and the city IP of time-honored brands in Beijing,carries out case analysis,and proposes the activation path of time-honored brands in Beijing based on"China-chic style"from the perspective of city IP,including digging brand history,carrying forward traditional technology,developing diversified products,using new media for brand renewal,and developing cultural and creative products around the brand.
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