發(fā)布時(shí)間：2018-01-11 05:29

  本文關(guān)鍵詞：新媒體環(huán)境下中華老字號的發(fā)展困境分析及其對策　出處：《黑龍江大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 中華老字號 新媒體環(huán)境 困境 發(fā)展對策

【摘要】：在計(jì)劃經(jīng)濟(jì)向市場經(jīng)濟(jì)轉(zhuǎn)型的過程中,自主創(chuàng)新品牌和外資企業(yè)紛紛涌現(xiàn),我國的經(jīng)濟(jì)快速增長,商業(yè)市場分外繁榮。在經(jīng)濟(jì)騰飛令人欣喜的同時(shí),許多具有歷史厚重感的老字號卻加速消失,令人扼腕嘆息。從建國初期到新世紀(jì)初,尚存的老字號從一萬多家驟降到一千多家,到2006年,重新審定的中華老字號僅剩一千家。這些老字號大多有著百年甚至數(shù)百年的歷史,是我國文化遺產(chǎn)中濃墨重彩的一部分,因此老字號的日漸沒落須引起社會的關(guān)注。中華老字號的媒介發(fā)展經(jīng)歷了從口碑營銷、戶外廣告營銷、印刷媒介營銷到廣播電視營銷的時(shí)代,其推廣發(fā)展策略能夠很快的適應(yīng)媒介轉(zhuǎn)換的步伐,取得了快速的發(fā)展。但進(jìn)入到新媒體時(shí)代,媒體環(huán)境相對于傳統(tǒng)媒體更為復(fù)雜,更具挑戰(zhàn)性。很多中華老字號對新媒體缺乏認(rèn)知或者對新媒體淺嘗輒止,沒有挖掘新媒體的重要性。本文主要圍繞中華老字號的媒介發(fā)展之路展開,探索并分析中華老字號發(fā)展的困境及其原因,把新媒體推廣戰(zhàn)略作為研究重心,來幫助老字號在新媒體時(shí)代找到中華老字號的發(fā)展對策,推進(jìn)中華老字號的繁榮復(fù)興。
[Abstract]:In the planned economy to market economy, brand innovation and foreign companies have emerged, China's rapid economic growth, particularly in the commercial market prosperity. Economic growth gratifying at the same time, many with a heavy sense of history the time-honored has accelerated the disappearance of people. Sadly sigh from the early days to the beginning of the new century. Time-honored surviving from 2006 to more than 10000 reduced to more than 1000, and re validation of the remaining one thousand. The time-honored Chinese time-honored mostly with hundreds of years of history, is a part of our cultural heritage in ink painting, so the time-honored gradually decline to the concern of the society. The time-honored media experience from the development of word-of-mouth marketing, outdoor advertising and marketing, the era of print media marketing to broadcast television marketing, the promotion of development strategy can adapt to the media conversion step quickly Cutting, and achieved rapid development. But in the new media era, the media environment compared to the traditional media is more complex and more challenging. Many Chinese time-honored cognition of the new media or new media have tasted the lack of importance of digging new media. This paper mainly focuses on the time-honored media development of the road to start to explore and analyze the dilemma and its causes of development of Chinese time-honored, the new media promotion strategy as the research center, to help find the Countermeasures for the development of time-honored Chinese time-honored in new media era, promote Chinese time-honored revival.

【學(xué)位授予單位】：黑龍江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F279.2;F274

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