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Accepted Paper:
Chinese Old Brand Enterprises
Jijiao Zhang
(Insititute of Ethnology and Anthropology, Chinese Academy of Social Sciences)
Paper short abstract:
Chinese Old Brand Enterprises inherit Chinese traditional culture and bear unique techniques, products, and services in their operations.
Paper long abstract:
In 2006, Ministry of Commerce of the People's Republic of China started to implement "the Project of Revitalizing Chinese Old Brand Enterprises" and released the first list of Chinese Old Brand Enterprises. In 2011, the second list of Chinese Old Brand Enterprises was released in order to promote their development. According to China's Ministry of Commerce, Chinese Old Brand Enterprises are those inherit Chinese traditional culture and bear unique techniques, products, and services in their operations. These enterprises, labeled with distinctive historical character, enjoy high reputation and wide recognition. Why these enterprises can survive? Because of their intangible cultural heritage, brand equity or cultural deposit? Will they survive in the future?