| 杨敏.从凉茶品牌创新看传统与现代品牌的观念差异[J].包装工程,2021,42(6):336-339, 348. |
| 从凉茶品牌创新看传统与现代品牌的观念差异 |
| The Conceptual Difference between Traditional and Modern Brands from the Perspective of Herbal Tea Brand Innovation |
| 投稿时间：2020-02-22 |
| DOI：10.19554/j.cnki.1001-3563.2021.06.049 |
| 中文关键词: 凉茶品牌 品牌创新 王老吉 传统与现代 观念比较 |
| 英文关键词: herbal tea brand brand innovation Wanglaoji tradition and modernity concept comparison |
| 基金项目:广东省哲学社会科学十三五规划项目(GD17CYS02);教育部人文社会科学一般基金项目(19YJA760079);广州市人文社会科学重点研究基地“粤港澳设计文化与战略研究中心” |
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| 中文摘要: |
| 目的 围绕粤港澳地区凉茶品牌基于传统与现代品牌观念而导致品牌发展差异的论述。方法 通过比较分析的手法，从粤港澳传统凉茶品牌的传承理念、包装风格与王老吉凉茶品牌针对青年颠覆性的产品创新进行比较分析，来论证同为粤港澳凉茶品牌因品牌观念异同导致品牌发展路径的差异，再从定位、人群、风格、营销四个方面阐述差异的成因。结论 品牌的差异是企业主体新旧观念与时代发展的矛盾差异，一个因观念陈旧制约发展，一个以创新驱动品牌年轻化，社会的高速发展正在加速迭代旧的观念，传统老品牌只有紧跟时代文化不断创新，才能保持强盛的品牌生命力与竞争力。本文旨在为传统凉茶品牌的升级发展提供创新路径和方法。 |
| 英文摘要: |
| Purpose This article focuses on the differences between the development of herbal tea brands in Guangdong, Hong Kong and Macao based on traditional and modern brand concepts. Methods Through comparative analysis, the article conducts an in-depth comparative analysis from the heritage concepts, packaging styles of traditional herbal tea brands in Guangdong, Hong Kong and Macao, and the subversive product innovation of Wanglaoji herbal tea brands for young people. And then expounds the causes of the differences from four aspects of positioning, crowd, style, and marketing. Conclusion The difference between brands is the contradictory difference between the old and new concepts of the company's main body and the development of the times. One is that the old ideas restrict the development; the other is that the innovation drives the brand to be younger. The rapid development of society is accelerating the iteration of the old ideas. Only by keeping up with the times and culture and constantly innovating, can the traditional old brand maintain its strong brand vitality and competitiveness. The purpose of this study is to provide innovative paths and methods for the upgrading and development of traditional herbal tea brands. |
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