| 杨猛,姚颖.老字号品牌动态化设计与推广[J].包装工程,2018,39(4):175-179. |
| 老字号品牌动态化设计与推广 |
| Time-honored Brand Dynamic Design and Promotion |
| 投稿时间：2017-12-19 修订日期：2018-02-20 |
| DOI：10.19554/j.cnki.1001-3563.2018.04.034 |
| 中文关键词: 老字号品牌 动态化 自主体验 多元延伸 |
| 英文关键词: time-honored brand dynamic independent experience multivariate extension |
| 基金项目:辽宁省教育科学“十二五”规划2014年课题（JG14DB330）；2016年辽宁省教改项目（109-02020302） |
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| 中文摘要: |
| 目的 研究新媒体背景下老字号品牌的动态化创新设计与推广。方法 调研老字号品牌现状，发现制约老字号品牌的核心问题，以动态设计的方法实现品牌推广的新突破。结论 新媒体时代为老字号品牌提供了信息交互传递的推广契机，动态化设计可以解决品牌推广所出现的形象老龄化、表现程式化等问题，使老字号品牌传播实现多元动态延伸。 |
| 英文摘要: |
| Under the background of new media, the dynamic design and extension of the old brand is studied. Based on the investigation and analysis of the status quo of the old brand, we find that the core problem of the old brand is restricted, and the new breakthrough of brand promotion is realized by the method of dynamic design. The new media era provides an opportunity to promote the information interactive transfer for time-honored brand. Dynamic design can solve the brand image of the aging performance, program and other issues, the time-honored brand communication to achieve dynamic extension. |
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