The innovative development of Guangdong old names sets up the "Roadmap" expert suggestion: it is necessary to integrate both fashion elements and Lingnan cultural characteristics

Planning/Wujiang

Text, Figure/Yangcheng Evening News all -media reporter Sun Qiman Xu Zhang Chao

Carry out the old -fashioned cultural resources and brand census; improve the old -fashioned category, technology (crafts), and inheritance files; guide the old -fashioned enterprises to establish a modern enterprise organization ... Recently, the official website of the Guangdong Provincial Government released the "Guangdong Province to promote the innovation and development action plan of the old name (2022— "2025)" (hereinafter referred to as the "Plan"), depicting the "roadmap" for the innovation and development of the old name.

The "Plan" proposes that in the next few years, Guangdong will cultivate a total of 10 old -fashioned gathering areas and characteristic areas; to cultivate a total of 20 old -fashioned (digital) museums, exhibition halls, and experience halls; organize 50 special exhibition activities for old -fashioned samples; "Guangdong Lao Zee" enterprise.

The old name is related to the construction of the consumer system

The old name is an important historical and cultural heritage of the city, a valuable economic and cultural resources, and a shiny city "business card".

In the new historical period of the current comprehensive construction of a well -off society in my country, the protection and development of the old -fashioned size is of great significance for urban cultural construction, urban economic development, and improvement of urban tourism awareness. As early as 1999, the Guangzhou government began to implement the "Provisions on the Protection of the Historical and Cultural City of History and Culture", which was the first to propose the "old name" in the country.

The "Plan" proposes that by 2025, the old -fashioned protection and inheritance and innovation and development system will basically be formed. The policy environment of the sustainable and healthy development of the old -fashioned size will be more complete, the products and services will become more diversified, the market competitiveness will be significantly enhanced, and the role of high -quality economic development is more obvious. The people's identity and satisfaction have significantly improved.

This is the first time that Guangdong has promoted the innovation and development of the old name. Why does Guangdong attach importance to the development of "old names"? Wang Xianqing, president of the Guangdong Provincial Society of Commercial Economics, Dean of the Guangdong Provincial Institute of Industrial Research, and Professor of Guangdong University of Finance and Economics, told Yangcheng Evening News reporter that the "old name" represents an outstanding enterprise brand in the region, showing local enterprises in design, research and development, research and development, research and development, research and development, research and development, research and development The deep heritage of production system and other aspects. The agglomerations of the "old names" further affected the construction of the consumer system, continued to enhance the radiation of consumption, and even became a special "memory" for consumers.

Call for strengthening the "archive" management

At a glance, the old name of Guangdong, including the love group building, the Oriental Hotel that witnessed the development of Guangdong's economic development, and the first blessing gold ornament of the traditional Lingnan traditional cultural background and the deep cultural heritage, the emperor and the emperor's flavor, and also inherited Cantonese cuisine cooking skills And the Guangzhou restaurant and Tao Taoju, who is in the memory of Lingnan. With the painting of the blueprint of the "strong cultural province" in Guangdong, the revitalization, protection and related research of the old name of Guangdong is an indispensable content. The old -fashioned culture has become a window to show the appearance of the strong province of Guangdong.

In this regard, the "Plan" clearly taps local resources -carry out the cultural resources and brand census work of the provincial and municipal -level old -fashioned brands, and to find information about local historical archives, various media, celebrities, industrial and commercial registration and other information, and on -site surveys. In -depth collecting and sorting out the province's old -fashioned resources, comprehensively finding the old -fashioned historical stores, famous products, arts, and famous craftsmen, and fully tap the old cultural relics and monuments in Guangdong.

The "Plan" proposes that the old name must also have "archives". Specifically, it will establish and improve the old -fashioned category, skills (crafts), and inheritors files, and implement "one enterprise, one file", "one person, one gear" management system. Prepare the old -fashioned information management files of Guangdong, study and restore the historical data and historical files that have disappeared or stopped operation, and realize the online archive, preservation, sharing and utilization of the old -fashioned files. Storage of the Provincial Archives.

"As a old name, we are very concerned about the" file "problem of the old name." “冼 冼 冼 冼 冼 冼 冼 冼 冼 冼 冼 冼 冼“ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ““ ”The archives of the old -fashioned names alone are like a needle. Essence At the same time, many important historical data about the old -fashioned name may be stored in the private collections of museums, libraries and even some citizens. These materials will be more efficient if the government has led and collected and sorted out.

强 Yifeng further emphasized that, in addition to the convenience of collecting files, the government can also verify and enrich the old -fashioned data and archives by calling for historians, literary and historians, customs and folklores to make the historical materials of the old -fashioned name even more Authoritative, three -dimensional.

"For enterprises, the energy and costs need to pay for these tasks are very high. If the government can take the lead in opening these tasks, it will be very helpful for old -fashioned companies." 冼 峰 “said.

Lingnan culture will be a common support

The old name is an important part of Lingnan's traditional historical and cultural essence, which carries the people's memory of the beautiful life in the past. The "Plan" proposes to build a multi -level three -dimensional old -fashioned protection and inheritance system.

"The survival of the old -fashioned size is both a national issue and a global issue." Wang Xianqing pointed out that the current protection, promotion and inheritance of the "old name" in China are still in the exploration stage. In fact, it is affected by the multiple reasons of internal and external. For example, the business philosophy and business model of some "old names" are relatively fixed, or the performance and functions of the product are outdated, and they naturally cannot keep up with the lack of innovation drive.

"Like some old names born hundreds of years ago, its taste is very heavy, and it is not the same as the needs of consumers now." Wang Xianqing said: "Old name" was originally born with its unique market system, production system, service service, service, service, and service. System, these systems are likely to be unable to adapt to the needs of modern market economy models or consumer markets. If you do not conduct brand promotion and brand building in accordance with the concept of modern markets, it will naturally fall into the predicament of survival. In response to the innovation problem of the old -fashioned brand, the "Plan" clearly states that the guidance and encouragement of the old -fashioned enterprises will upgrade traditional products through research and development of new products, optimizing processes, and improved packaging. National tide consumption, new products and new services with market competitiveness. Encourage the integration of old -fashioned enterprises and modern industries to settle in characteristic industrial parks.

"This is also the one we are most concerned about in the New Deal." He Zhengguo, Secretary of the Party Committee and General Manager of Daxin Culture Creative Development Co., Ltd., told reporters that in terms of empowering consumption upgrade, the first blessing of "Chinese old name" will strive to strive for on a large e -commerce platform. The Guangdong Lao Zeng Zone opened the first blessing flagship store and brand store to vigorously carry out cooperation with tourism institutions, incorporated into the key promotion of high -quality tourism routes, and improved consumption methods and research experience through integration of commercial, tourism, and cultural integration. To make the old -fashioned contribution to the innovation and development of the old name of Guangdong.

At the same time, Wang Xianqing also emphasized that the "old name" cannot be one -sided emphasis on the word "old". If it only emphasizes the "protection" side and ignores "promotion", it is definitely not right; "Original" is used as a hard standard. As long as companies retain the "old" elements or original styles, companies should also encourage enterprises to innovate in different ways to adapt to market changes.

Source | Yangcheng Evening News · Yangcheng School

Editor -in -law | Li Xu

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