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:
在经济全球化的激烈竞争下，许多老字号品牌已没有了往日辉煌的景象，艰难维持或已消失在行业中。与此同时，还有更多的老字号品牌并没有清楚地意识到品牌老化带来的危害，不屑一顾。本文运用品牌老化的相关理论，从企业知名度下降、目标消费群的流失以及企业经济效益衰减三方面指出了品牌老化的危害。老字号企业品牌老化的原因主要有以下几方面：产品技术落后、品牌定位模糊、消费群体变化、宣传渠道单一、缺乏改革创新、品牌管理不当。然后从营销创新的角度，就老字号品牌老化的问题提出解决对策：转换渠道，另辟蹊径；诚心服务，悦客立业；公关传播，抓准时机；体验营销，文化植入；产品创新，改善包装；捆绑发展，互惠互利以及对特殊群体产品免费。
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 The reasons of time-honored enterprise brand aging mainly have following aspects: outdated product and technology, vagueness in brand positioning, change in target consumer group, simplicity in promotional channels, lack of reform and innovation and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.
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 The reasons of time-honored enterprise brand aging mainly have following aspects: outdated product and technology, vagueness in brand positioning, change in target consumer group, simplicity in promotional channels, lack of reform and innovation and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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