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论文编号：	4776
作者编号：	2120102464
上传时间：	2012/12/11 15:49:17
中文题目：	槐茂老字号品牌策略研究
英文题目：	The research of brand strategy on time-honored brand Huaimao
指导老师：	杜建刚
中文关键字：	老字号 品牌定位 品牌激活 整合传播
英文关键字：	Time-honored Brand Brand Positioning Brand Revitalization Integrated Marketing Communications
中文摘要：	我国老字号品牌历史悠久，多少年来，老字号品牌对于满足市场需求，振兴中国经济，弘扬传统文化起到了非常重要的作用。老字号品牌已经成为我们国家的宝贵财富，地方的城市名片，是我国传统工商业的骄傲。老字号品牌的历史知名度和多年来老百姓对它们的认同感都很高，长期以来都是普通企业难以企及的。 随着市场经济的发展和社会需求演进，很多老字号品牌不再拥有昨日的光彩。据统计，现存的老字号品牌，70%的企业勉强维持现状，朝不保夕；约20%的企业长期亏损、面临破产威胁；有品牌、有规模且效益好的仅占10%左右。曾经一度辉煌的老字号品牌正在以每年5%的速率消亡，渐渐远离市场经济的舞台。 槐茂品牌是河北省保定市一个拥有三百多年历史的老字号品牌，2006年槐茂被国家商务部认定为“中华老字号”。槐茂公司产品历史上一直以酱菜和面酱为主，建国后又发展了酱油、食醋、腐乳等产品品类。一直以来，槐茂产品风味独特，质量可靠，深受消费者喜爱和市场青睐，受到社会各界的认可，迄今已获得几十项荣誉称号。 但和众多的老字号品牌一样，槐茂品牌也正在逐渐失去品牌活力，表现为年轻人对槐茂品牌的认知度急剧下降，品牌辐射区域大幅收缩，槐茂公司面临产品老化，价格、渠道混乱，品牌传播孱弱的诸多问题。槐茂品牌就如同一个百病缠身，风烛残年的老人，正举步维艰，到了生死存亡的关键时刻。 这样的背景下本论文首先对老字号品牌的普遍情况和槐茂品牌的现状进行了描述，然后从品牌策略和品牌激活理论切入，明确品牌老化的三大问题。接着从营销战略、营销组合理论的角度进行分析，从理论上提出有针对性的解决方法。最后依据以上分析，按照槐茂老字号的品牌定位、品牌形成和形成品牌价值的框架对槐茂品牌策略的实践的进行了详细描述和讨论。
英文摘要：	China time-honored brands have a long history. They have made a more prominent role in helping China boost the economy and carry forward traditional cultures over the course of centuries. Traditional and reputable brands, which have become our valuable wealth to the country and local card of a city, are the pride of China's traditional industry and commerce. For the high sense of identification which arises from consumers and the historical awareness of old brands, a common enterprise will be hard-pressed to match. With the development of the market economy and social demand evolution, many old brands no longer have past splendor present. According to statistics, 70% of the existing old brands manage with an effort to maintain the current situation and have the precarious existence. About 20% of the enterprises with chronic losses are facing bankruptcy threat， only 10% of them are enjoying a good brand name and presenting excellent economic performance. Time-honored brands used to be glorious die out at the rate of 5% annually and gradually vanish on the stage of market economy. Huaimao Brand, with a history of more than 300 years, is one of the traditional and reputable brands of Baoding city in Hebei Province. It was identified as "China time-honored brand" by the ministry of commerce in 2006. The leading products of Baoding Huaimao Co. Ltd are pickles and sweet flour sauce all the time. Some other products, such as soy, vinegar and preserved bean curd, were developed after the founding of the People’s Republic of China. Famous for their special taste and reliable quality for a long time, the products of Huaimao have been proving a best-seller in market and gained social attention and recognition. So far, Huaimao Brand has won dozens of honorary titles. As many of the time-honored brands , Huaimao Brand is also gradually lose its brand vitality which is manifested by the robust fall of the brand awareness and the great shrink of the brand radiation area. The brand faces aging products, Price channel chaos, problems of brand communication. Under such backgrounds, first, this paper describes the common situations of time-honored brands and the current status of Huaimao Brand. And then from the brand strategy and brand activation theory, the paper explicits three problems of brand aging. Next, analysing from the aspect of the marketing strategy and marketing mix theory, the paper theoretically puts forward some corresponding solving methods. Finally based on the above analysis, according to the brand orientation, brand formation and the framework of forming brand value, the paper describes and discusses the strategy practice of Huaimao Brand in detail.
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