论文部分内容阅读
老字号餐饮品牌是成都的国际美食之都形象的重要支撑,但老字号普遍面临发展乏力的现状,挖掘文化内涵价值成为老字号保护与发展的关键。文章通过与北京、南京、杭州、广州四个城市的比较分析,发现成都餐饮老字号具有品牌名称以中性为主,名称中大多不含吉利字,以特色小吃类型为主,文化内涵综合性突出等店招文化特征,并结合研究结论和环境状况为成都餐饮老字号品牌传播和发展提出了对策建议。
The old-style restaurant brand is an important support for the image of Chengdu as an international gourmet capital. However, old-fashioned brands are generally facing the current situation of sluggish development and exploring the value of cultural connotations has become the key to the protection and development of old brands. Through comparative analysis with the four cities of Beijing, Nanjing, Hangzhou and Guangzhou, the article finds that the old names of restaurants in Chengdu are mainly neutral in their brand name. Most of the names do not contain Geely characters, and the main types of special snacks are the distinctive cultural connotations And other characteristics of shop culture, and combined with the research conclusions and environmental conditions for the old brand of Chengdu food communication and development of countermeasures and suggestions put forward.