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老字号是企业发展的传统资源与优势,品牌的打造关系着老字号企业的生存与命运。“道光廿五”品牌文化的打造与建构,是凌川酒业集团的革新举措。企业通过挖掘满族传统酿造技术、转变品牌经营策略、加大品牌宣传手段和力度等方法,成功塑造了一系列品牌文化,进而推动企业的发展与辉煌。品牌文化的打造与崛起是老字号企业成功发展的关键,而充分利用传统区域资源与地方文化优势则是品牌文化打造的致胜良策。
The old name is the traditional resources and advantages of enterprise development, brand building is related to the survival and destiny of the old company. “Daoguang 25 ” brand culture to create and build, is Lingchuan Wine Group’s innovative measures. By tapping Manchu traditional brewing technology, changing the brand management strategy, increasing the means of brand promotion and intensity, the enterprise succeeded in shaping a series of brand culture and promoted the development and glory of the enterprise. The building and rise of brand culture is the key to the successful development of the old and famous enterprises. Taking full advantage of the traditional regional resources and local cultural superiority is the winning strategy of building brand culture.