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,挖掘文化内涵价值是老字号保护与发展的关键。文章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。店招是老字号的重要品牌符号,具有深刻的文化价值和历史价值。品牌名称是店招的最重要组成元素。好的名称是品牌被消费者认知、接受、满意乃至形成顾客忠诚的前提[1]。本文以品牌名称为着眼点,对成都餐饮老字号品牌
The old-style restaurant brand is an important support for the image of Chengdu as an international gourmet capital. It is the key to the protection and development of old times to tap the value of cultural connotation. The article found that the old name of Chengdu restaurant has a neutral brand name, most of the name does not contain auspicious words, the main characteristics of the type of snack, cultural connotations highlight the characteristics of other shop recruit features. Shop recruit is an important brand of old symbols, with profound cultural and historical value. Brand name is the most important component of shop trick. Good name is the brand awareness, acceptance, satisfaction and even the formation of customer loyalty to the premise of the brand [1]. In this paper, the brand name as the focus of the old brand of food in Chengdu