数字媒体时代老字号品牌发展策略研究——以南京“绿柳居”为例
Research on the Development Strategy of Time-Honored Brands in Digital Media Era—Taking Nanjing Lvliuju as an Example

中华老字号是指在历史中发展传承下来的产品、技艺和服务品牌，具有浓厚的传统文化内涵。随着品牌营销进入媒介化社交媒体时代，新兴品牌的疯狂冒头不断挤压老字号品牌的生存空间。很多传统老字号品牌由于无法及时顺应新媒体社会需求，转型尤为困难，甚至面临生存危机。绿柳居作为南京本地发展起来的老字号品牌，在近几年也积极寻求品牌数字化转型、活化、焕新，通过谋求多元化的媒介呈现手段取得了不错的成效。南京绿柳居在品牌转型中始终坚守“老字号”文化底蕴的同时，实现了品牌营销创新与品牌升级。本文将立足“绿柳居”品牌，分析其品牌转型策略，总结其先进经验，并为老字号品牌转型发展提出可行性建议，助力老字号品牌在新媒体时代的发展。
Chinese time-honored brands refer to the products, skills and service brands developed in history, with strong traditional cultural connotations. As brand marketing enters the era of media social media, the crazy emergence of new brands continues to squeeze the living space of old brands. Because many traditional time-honored brands cannot meet the requirements of new media society in a timely manner, the transformation is particularly difficult and even faces a survival crisis. As a time-honored brand developed locally in Nanjing, LvLiuju is also actively pursuing brand transformation and renewal in recent years. By seeking diversified means of media presentation, good results have been achieved. Nanjing Lvliuju has always adhered to the time-honored cultural heritage in the brand transformation, but also achieved brand marketing innovation and brand upgrading. This paper will base on the Lvliuju brand, analyze its brand transformation strategy. Summarize its advanced experience, and put forward feasible suggestions for the transformation and development of time-honored brands. Help the development of time-honored brands in the new media era.