How Can Time-honored Brands Better Tell New Stories? —A Study on the Inheritance and Innovation Path of Chinese Time-honored Food Brands from the Perspective of Comparison between China and Japan
As the carrier of fine traditional Chinese culture, time-honoredbrands are of great significance for promoting, disseminating and developingfine traditional culture, boosting cultural confidence and promoting the creativetransformation and innovative development of Chinese culture. However, in recent years, many time-honored brands have faced many problems such asbusiness crisis and reputation decline. At the same time, as a country with manytime-honored brands, Japan has a large number of time-honored enterpriseswith a long history, which have strong comparability with Chinese timehonoredbrands. Therefore, this paper selects the typical examples of Chineseand Japanese food time-honored brands, “Daoxiangcun” and “Toraya”, andcompares them in terms of their origin, development process and enterprisedevelopment strategies, so as to summarize a widely significant way ofinheritance and innovation for time-honored enterprises and provide practicalsuggestions for domestic time-honored brands to tell new stories well.