论传统企业之地方价值与品牌形象创新

Abstract:Its more than 400 years of history in international exchange has given Macao a unique and valuable position，and nurtured special local value and living culture. These influence the operating concept and system of value of the traditional SMEs here. Facing globalization and the rise of the cultural industry，local traditional enterprises must pay more attention to brand development. This study focuses on how to combine local resources，cultural values and aesthetic taste，and then transforming them into various attractive experience，and opening up a new brand image to promote the diversity of Macao’s economy.This study takes the perspective of “local culture of the cultural industry”，and tries to find out the local cultural and branding value against the historical background and development of Macao’s traditional businesses. Based on the interaction between the culture industry，local culture and lifestyle value behind brands，this study provides suggestions on innovating the brand image of the traditional businesses. The exploration of local culture and usage of valuable experience value are crucial for traditional businesses’ brand image development，and are important for building up Macao’s culture industry.

收起