Download pdf
Research on the Heritage and Innovation of Changyu Wine Industry from the Perspective of Value Co-Creation
- 1 Institute of accounting, Shandong Technology And Business University, Binhai Road Street, Yantai, China
* Author to whom correspondence should be addressed.
Abstract
Heritage and innovation are the core issues for the sustainable development of China’s time-honored brands. Based on the perspective of value co-creation, this paper takes Changyu Wine Industry as a case study and employs a single-case research method to explore the mechanisms of heritage and innovation in time-honored brands. The activation of a time-honored brand can be divided into three stages: the revival of products, the innovation of business models, and the activation of culture. Each stage exhibits different aspects in terms of heritage, innovation, and value co-creation. Time-honored brands can leverage their rich cultural resources, combined with digital technologies and innovations, to invigorate the vitality of their brand.
Keywords
Time-honored brands, brand heritage, brand innovation, value co-creation
[1]. Xu Hui,Zhang Haijun,Feng Yongchun. Inheriting or Rebranding? The Revitalizing Model and Mechanism of Corporate Heritage Band of China[J]. Management World,2018,34(04):146-161+188.DOI:10.19744/j.cnki.11-1235/f.2018.04.014.
[2]. Li Yuanyuan,Liu Jianhua,Duan Shen,Ke Di. Research on brand Heritage of old brands in the context of Chinese local culture: dimension exploration and scale development[J]. Nankai Business Review,2023,26(06):26-37.
[3]. Guo Yan, Sun Minggui. The Views of Service Dominant Logic on the Co-creating Value of Old Brand with Mechanism and Countermeasures [J]. Journal of Statistics and Information,2016,31(09):89-100.
[4]. Li Zhigang, Liu Jin, Li Xingwang, Jia Zhaoxin. Internal Mechanism of Business Model Innovation of Time-Honored Enterprises from the Perspective of Dual Innovation—Based on a Longitudinal Case Study of Dezhou Braised Chicken [J]. Chinese Journal of Management,2021,18(10):1512-1523.
[5]. Yang Guiju, Li Ya, HOU Limin, et al. How to Keep the Original Taste of Old Firms--Research on the Heritage and Innovation of Old Firm Brands Based on Brand Authenticity Management[J]. Journal of Marketing Science,2023,3(03):1-24.
[6]. Wei Chonghong. Research on brand revitalisation strategy of old brands--Taking Shandong Province as an example[J]. Theory Journal,2018,(02):160-169.DOI:10.14110/j.cnki.cn-37-1059/d.2018.02.022.
Cite this article
Gong,Y. (2025). Research on the Heritage and Innovation of Changyu Wine Industry from the Perspective of Value Co-Creation. Advances in Economics, Management and Political Sciences,169,1-9.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 3rd International Conference on Financial Technology and Business Analysis
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).