品牌老化下的营销创新研究
On Marketing Innovation of Brand Aging
作者: 金水 ：北京服装学院，北京;
关键词: 老字号； 品牌老化； 危害； 营销创新； Time-Honored Brands； Brand Aging； Hazards； Marketing Innovation
摘要: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 The reasons of time-honored enterprise brand aging mainly have following aspects: outdated product and technology, vagueness in brand positioning, change in target consumer group, simplicity in promotional channels, lack of reform and innovation and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
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