老字号品牌动态化设计与推广

杨猛; 姚颖

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老字号品牌动态化设计与推广
杨猛, 姚颖
沈阳航空航天大学，沈阳 110136

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。

关键词: 老字号品牌动态化自主体验多元延伸

DOI：10.19554/j.cnki.1001-3563.2018.04.034

分类号:J524

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）

Time-honored Brand Dynamic Design and Promotion

YANG Meng, YAO Ying

Shenyang Aerospace University, Shenyang 110136, China

Abstract:

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.

Key words: time-honored brand dynamic independent experience multivariate extension