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据商务部统计,70%的中华老字号处于自生自灭的状态,20%勉强维持,仅10%蓬勃发展。究其原因,品牌老化。品牌老化,是品牌知名度和美誉度下降导致品牌在市场中“受冷落”的现象。目前,源和堂经营上内外受困,表现出对市场竞争的不适应性。通过深度研究泉州百年老字号——“源和堂”蜜饯的历史、经营现状和消费者评价,从品牌管理理念、品牌定位、品牌知名播等七个方面,对源和堂品牌老化现象进行分析。
According to the statistics of the Ministry of Commerce, 70% of the old Chinese brands are in a state of autonomy, 20% barely maintained and only 10% booming. The reason, the brand aging. Brand aging, brand awareness and reputation decline led to the brand in the market “cold ” phenomenon. At present, the source and the church trapped inside and outside the operation, showing the incompatibility of market competition. Through in-depth study of the history, business status and consumer evaluation of Quanzhou’s 100-year-old “YuanheTang” preserves, this paper analyzes the aging phenomenon of YuanheTang brand from seven aspects: brand management concept, brand positioning and well-known brand broadcasting analysis.