On Marketing Innovation of Brand Aging
作者: 金水 ：北京服装学院，北京;
Abstract: In the competition of economic globalization, many time-honored brands have no past glories of sight. They were maintaining difficultly or disappearing in the industry. Meanwhile, there were even more time-honored brands regarded brand aging dismissively and didn’t realize the harm that brand aging may bring. This paper uses the related theories of brand aging, from the decline of enterprise popularity, the loss of target consumer group and the reduction of economic benefits to point out the hazards of brand aging. The reasons of time-honored enterprise brand aging mainly have following aspects: outdated product and technology, vagueness in brand positioning, change in target consumer group, simplicity in promotional channels, lack of reform and innovation and negligence in brand management. And then from the marketing point of view propose the innovative strategies for brand aging of time-honored enterprise. The main strategies are as follows: change promotional channels, develop service marketing, focus on public relations, develop experiential marketing, innovate the product and improve the packaging, bundle development and send free products to the special group of consumers.
文章引用: 金水 (2013) 品牌老化下的营销创新研究。 商业全球化， 1， 1-8. doi: 10.12677/bglo.2013.11001
 李业. 品牌管理[M]. 广州: 广东高等教育出版社, 2011: 230- 234.
 李玉香. 品牌与企业发展[M]. 北京: 知识产权出版社, 2010: 225-252.
 赵琛. 品牌学[M]. 北京: 高等教育出版社, 2011: 220-224.
 余明阳. 中国品牌报告[M]. 上海: 上海交通大学出版社, 2011.
 黎建新. 品牌管理[M]. 北京: 机械工业出版社, 2012: 192- 200.
 何峻峰. 品牌管理[M]. 成都: 西南财经大学出版社, 2011: 180-189, 252-260.
 丁兴良. 品牌战略与市场战略[M]. 吉林: 吉林出版集团有限责任公司, 2010: 100-104, 153-168.
 程宇宁. 品牌策划与管理[M]. 北京: 中国人民大学出版社, 2011: 220.