在当今，中华老字号品牌为了适应时代的发展，必然要进行品牌转型、更新。发扬老字号品牌代表的地域文化是品牌转型、发展的策略重点之一。通过查阅文献与实地调查相结合的手法，本文探讨吴文化在苏州的中华老字号包装设计中应用的现状，并就老字号品牌应如何将吴文化应用于品牌包装设计中给出浅薄意见，期望能引起苏州中华老字号品牌的重视，起到塑造品牌文化、增强品牌内涵的作用，最终达到品牌顺利转型，在商业上取得成功的目的。%Through the literature and field investigation, this paper discusses the current situation of how Wu culture is applied to product packaging of the Chinese time- honored brands in Suzhou. And given strategy about how to apply Wu culture in product packaging of The Chinese time-honored brands in Suzhou, hope to be able to cause attention to help to shape brand culture、enhance brand connotation to achieve the objective of brand transformation and commercial success.
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