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全球价值链延伸正对世界各国产业和企业产生巨大影响,地方特色产业有深厚的历史价值和文化价值,但在全球价值链延伸中处于弱势甚至处于消失的危险境地。中国南珠产业是古老的地方特色产业,其要在全球化趋势中生存和发展,需要嵌入全球价值链,实施老品牌活化和产业文化化。通过文化认同、文化传播与输出获得品牌溢价,利用文化驱动品牌塑造,突破现有全球价值链主导企业设置的升级障碍,占据高端环节。
The extension of the global value chain is having a huge impact on the industries and enterprises of various countries in the world. The local characteristic industries have deep historical and cultural values, but they are in a vulnerable or even vanishing position in the extension of the global value chain. China’s Nanzhu industry is an ancient local characteristic industry. It needs to survive and develop in the globalization trend. It needs to embed a global value chain and implement old brand activation and industrial culture. Through brand recognition, cultural communication and output, brand premiums are obtained, culture-driven branding is used, and the barriers to upgrade that are set by the existing global value chain leading companies are overcome and occupy high-end segments.