传承与发展:通商品牌培育策略研究

通商精神是南通企业家走出国门、走向世界的重要推动力, 通商品牌是南通企业家形成凝聚力、向心力和 约束力的重要载体。相对于通商实业如火如荼的发展现实, 通商品牌的相关研究滞后很多, 这与江苏“三 强两高”文化强省的战略目标相违背。针对通商品牌的培育问题进行分析与研究, 探索通商品牌传承与培 育的实施路径, 让人们能更直观地感受这一文化基因的魅力, 有利于助推南通经济社会的转型升级和跨越 发展。

Inheritance and Development: Research on the Strategy of Trade Brand Cultivation for Nantong Entrepreneurs

The spirit of Nantong entrepreneurs is an important driving force for them to go abroad and globally. The trade brand of Nantong entrepreneurs is an important carrier for them to shape cohesiveness, centripetal force and binding force. Relative to the reality of development of their enterprises, the related research on trade brand is lagged behind, which is contrary to the strategic goal of Jiangsu’s“three strengths and two heights”cultural province. Focusing on analysis and research on the cultivation of trade brand, it explores the path of the brand inheritance and cultivation of trade brand, which allows people to feel more intuitively the charm of this cultural gene, and promotes the transformation and upgrading of Nantong’s economy and society and leapfrog development.