双元视域下纺织服装老字号品牌的传承与创新研究
The inheritance and innovation of textile and garment time-honored based on brand ambidexterity
张莹 1王艳1
作者信息
- 1. 安徽财经大学工商管理学院,安徽蚌埠 233000
- 折叠
摘要
传承与创新是纺织服装老字号持久发展的重要命题,双元视域下纺织服装老字号品牌的传承与创新元素包括品牌文化传承与营销创新、特色工艺传承与技术创新等,纺织服装老字号可以运用品牌双元性理论将品牌的传承与创新进行契合.面对现今存在的品牌文化表达力不够、产品营销创新不足等发展难题,纺织服装老字号应深挖品牌文化内涵,运用数字技术进行产品和营销创新,维持纺织服装老字号品牌的持久活力.
Abstract
Inheritance and innovation is an important proposition for the lasting development of textile and garment time-honored brands,the inheritance and innovation elements of the textile and garment time-honored brands under the ambidexterity perspective include brand culture inheritance and marketing innovation,characteristic craft inheritance and technological innovation,etc.Textile and garment time-honored brands can use the theory of brand ambidexterity to fit the brand heritage and innovation.In the face of the existing culture expression of the textile and garment time-honored brands is not enough,product marketing innovation is not enough and other development problems,textile and garment time-honored brands should dig deep into the cultural connotation of the brands,use digital technology for product and marketing innovation,to maintain the lasting vitality of the textile and garment time-honored brands.
关键词
纺织服装老字号品牌/品牌传承/品牌创新/品牌双元性Key words
textile and garment time-honored brand/brand inheritance/brand innovation/brand ambidexterity引用本文复制引用
基金项目
国家社会科学基金一般项目(18BGL116)
安徽省科研编制计划(2022AH050577)
出版年
2024
NETL
NSTL
万方数据