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论文编号：	6392
作者编号：	2120122598
上传时间：	2014/6/9 19:21:53
中文题目：	老品牌营销策略研究—以百雀羚和万紫千红为例
英文题目：	Research of Marketing Strategy from Old Brand―Based on Pehchaolin and Wanziqianhong
指导老师：	杜建刚
中文关键字：	老品牌;品牌要素;怀旧营销;老品牌活化
英文关键字：	Old brand; Brand Revitalization; Brand Elements; Nostalgia Marketing
中文摘要：	老品牌蕴含着丰富的民族、历史、地域文化内涵，是宝贵的文化财富。然而自改革开放以来，外资品牌纷纷涌入，越来越多的老品牌淡出我们的视野，老品牌的现状表明，老品牌迫切需要品牌活化，如何进行有效的营销以实现老品牌的活化即为本文研究内容。本研究共有图2幅，表19个，参考文献76篇。 在研究方法上，本文采用文献回顾、内容分析、小组访谈的方式进行定性研究。首先，构建营销策略分析类目表，对案例品牌企业进行营销策略的对比分析。接着，构建消费者评论内容分析编码类目表，收集案例品牌网络消费者的评论，进行内容分析和编码，最后，根据之前的研究，进行焦点小组访谈，并对访谈结果进行内容分析。据此来回答以下问题：(1)消费者关注老品牌的哪些品牌要素，消费者如何解读这些品牌要素。(2)老品牌的哪些品牌要素能激发消费者怀旧情绪，怀旧情绪对消费者有何影响。(3)老品牌应如何从品牌要素的角度着眼，将怀旧营销与其他营销结合。 在研究的创新性上，本研究从品牌要素的角度出发，构建老品牌企业营销策略分析封闭式编码表；构建消费者评论封闭式编码表。本研究除了探究哪些品牌要素能激发消费者对老品牌的怀旧情感及其影响，还通过分析网络消费者的评论和焦点小组访谈，探究了如何从各个品牌要素入手，将现在营销手段与怀旧营销结合，从整体上发挥老品牌企业营销策略的功效，以实现其成功活化。
英文摘要：	Old brand is valuable material and cultural property of a nation. Since reform and opening up from which time foreign brands poured into China, however, lots of Chinese old brands have disappeared. Now the situation of the old brands pushes them to have themselves revitalized, but how to conduct effective marketing strategy in order to revitalization? This is the question the paper going to answer. When it comes to the research methods, literature review, content analysis and group interview of qualitative research are our principal methods. First, we built a category analysis table to analyze the marketing strategies of the brand (Pehchaolin and Wanziqianhong). Second, in order to better understand the customer, we adjusted the category analysis table we used before to the customer. Then we collected, code and analyzed the network consumers’ comments about the two brands. Finally, based on the previous studies we had done, we hold a focus group discussion to explore effective marketing strategy on a deeper level from consumer standpoint. The purpose of this study is to answer the following question：(1) Which brand elements would the costumer pay their attention to? How would the costumer interpret the brand elements? (2) Which brand elements would stimulate people's nostalgia feelings and how would the feelings affect their consuming behavior? (3) From the perspective of brand elements, how to combine nostalgia marketing and other marketing method? On the innovation of the study, our most important innovation is that we focus on brand elements. Besides, we built an enclosed coding table of enterprise marketing strategy and a consumer comments enclosed code table to understand costumers’ view about enterprise’s marketing strategy. Except explored different brand elements’ effect on costumers and their consuming behavior, we also try to find the effective way to combine the nostalgia marketing and other marketing method to revitalize the old brand successfully.
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