The Inheritance Of Shanxi Pasta Culture And The Innovation Of Brand

Located on the Loess Plateau,Shanxi Province has a continental climate,with distinct seasons,drought and little rain,large vertical temperature difference.It is suitable for the growth of millet,wheat and beans,and so on,thanks to its unique natural environment.The people in this land created a broad and profound Shanxi pasta culture with industry and wisdom.During 5000 years,Shanxi pasta is famous all over the country for its wide variety of products,exquisite skills and inclusive advantages from germination development to prosperity.After the reform and opening up,compared with the rapid development of the market economy,Shanxi pasta has gradually languished.Inheritance and protection,innovation and development have become the two major challenges in front of the contemporary people in Shanxi.They are also the responsibility and mission of every Shanxi people.The rescue of Shanxi’s pasta culture and the revitalization of the Shanxi pasta industry cannot be delayed.The Shanxi Provincial Government has done a great deal of work in this area,including applying for national intangible cultural heritage,formulating the "Shanxi Noodles Production Standards",holding the "Shanxi International Pasta Culture Festival",and hosting the "World Noodle Food Convention".However,there is few effectives for lagging policies,unclear features,and poor propaganda.In the competitive age of brand,it is undoubtedly the best choice with the establishment of Shanxi pasta brand,and the brand-based cultural heritage.This article will discuss,analyze and study the issue of how Shanxi pasta inherits the wealth of cultural wealth to achieve brand development.This is the problem that this dissertation needs to solve,and it is also the purpose of this paper.This article plans to analyze the cultural history of Shanxi pasta culture,analyze the cultural connotation of Shanxi pasta,combine the relevant theories of brand and culture,analyze the practical significance of Shanxi pasta culture inheritance to brand development,and the external opportunities of Shanxi pasta brand’s development.With threats,their own strengths and weaknesses,the traditional and modern meeting points are found in competition and opportunities,and the development and innovation strategy of Shanxi pasta brand is explored to make a modest contribution to the development of Shanxi pasta.Through analysis and research,this paper concludes that the core of Shanxi pasta brand innovation is the orientation of values.This position must have the characteristics of individualization,positive orientation,and consumer psychology as the core,and the cultural connotation of Shanxi pasta is also exactly in line with these them.These characteristics are unique to the construction of Shanxi pasta brand.In light of the characteristics of the times,this core culture is reflected in all aspects of product quality,service and packaging,and be consistent.At the same time,it builds a corporate culture and establishes a sound enterprise innovation management.The mechanism is to maintain the vitality of Shanxi pasta brand,create brand personality,increase brand stickiness and enhance brand value,and inherit and innovate Shanxi pasta culture in brand development.This article studies Shanxi pasta culture from the perspective of brand building,and the innovation strategy of brand building from the perspective of culture.The innovations of this article mainly include:(1)Analysis of the significance of Shanxi pasta culture relying on brand development using the theoretical reasoning of brand culture(2)Finding the commonness of the traditional culture of Shanxi pasta and modern culture,and digging deeper from the physical brand to prove it fully verify the feasibility of innovative strategies.