文创创新与互联网传播赋能——中华老字号品牌活化路径研究

Cultural and Creative Innovation and Internet Communication Empowerment—Research on the Revitalization Path of Chinese Time-Honored Brands

摘要: 在当前国家大力推动文化自信与品牌强国战略的背景下，中华老字号作为传统文化的重要载体，其复兴问题日益受到关注。然而老字号企业正面临“认知老化与市场萎缩”的困境，尤其是在年轻消费群体中影响力下降。此外，老字号品牌在品牌创新与数字化转型方面仍存在明显短板，如缺乏互联网思维、新媒体应用不足等。本研究将传播学中的“符号互动论”(Symbolic Interactionism)应用于老字号品牌复兴的分析中，强调文化符号在品牌传播中的核心作用。同时，结合“品牌活化矩阵”(Brand Revitalization)理论，从品牌意识、品牌形象、品牌故事、品牌社群等多个维度探讨老字号品牌如何通过文创创新与互联网传播实现价值重构。

Abstract: Under the backdrop of the national strategy to promote cultural confidence and build a brand powerhouse, the revitalization of Chinese time-honored brands, as vital carriers of traditional culture, has garnered increasing attention. However, these enterprises are currently grappling with the challenges of “cognitive obsolescence and market shrinkage,” particularly evidenced by their declining influence among younger consumer demographics. Furthermore, significant gaps persist in brand innovation and digital transformation, manifesting as a lack of internet-centric thinking and insufficient utilization of new media. This study applies the communication theory of Symbolic Interactionism to the analysis of brand revitalization for these legacy brands, emphasizing the pivotal role of cultural symbols in brand communication. Simultaneously, drawing upon the Brand Revitalization Matrix framework, it explores how Chinese time-honored brands can reconstruct their value through cultural and creative innovation and internet-based communication across multiple dimensions, including brand awareness, brand image, brand storytelling, and brand community.