CAJ | 학술논문

承载着浓郁文化底蕴和独有地域特色的北京老字号品牌,正在以独树一帜的特色迎合着新时代的挑战。新的媒体形式、新的载体平台使北京老字号打破地域限制,完成品牌延伸,跨越传播技术创新的门槛,在数字化营销时代,为其自身的传播注入新的活力。对于北京老字号在品牌传播形态上的演绎,在新媒体视野下见证其品牌延伸与创新建设方面的策略和方法的探析,对北京老字号品牌的推广将有所助益。
승재착농욱문화저온화독유지역특색적북경로자호품패,정재이독수일치적특색영합착신시대적도전。신적매체형식、신적재체평태사북경로자호타파지역한제,완성품패연신,과월전파기술창신적문함,재수자화영소시대,위기자신적전파주입신적활력。대우북경로자호재품패전파형태상적연역,재신매체시야하견증기품패연신여창신건설방면적책략화방법적탐석,대북경로자호품패적추엄장유소조익。
With the rich cultural implications and unique regional characteristics,Beijing Traditional Brands are facing new challenges.The new developments of media help Beijing Traditional Brands to go beyond regional limitations and accomplish certain extends across the thresholds from the innovations of communication technologies.At the age of digital marketing,it is surely gain a wider scope and space for the communication.With the demonstrations to show brand communications from Beijing Traditional Brands and to discuss how they achieve their brand extends and innovative build-up under the new media vision,all these are enhancing the promotion of Beijing Traditional Brands.