本文以案例研究法为主，以调查问卷的方式分析安庆柏兆记品牌现状，得出该
品牌已出现品牌老化的现象，包括，知名度、美誉度的下降，目标人群的老化，品
牌传播渠道狭窄，产品口味不符合现代消费者的需求等，通过企业内外部环境的分
析，包括外部经济、政治、技术环境的支持和企业内部老字号的品牌优势等，得出
只有采取品牌激活才能解决该品牌老化的问题。并提出相应的实施方案，第一，传
承老字号精益求精的工匠精神和适当的品牌延伸；第二，要从品牌内涵、营销策略、
目标市场上进行创新；并加以技术、人才的保障
不同以往案例，本文主张打造以柏兆记所代表的品牌内涵为核心企业核心竞争
力，在品牌发展战略中要结合传承老字号的品牌内涵和创新老字号的营销方式，营
销理念
其次，在品牌延伸策略中，强调要识别老字号品牌内涵进行合理延伸，保证老
字号品牌在保留品牌精髓的基础上进行延伸；而品牌创新中，结合老字号品牌中“精
益求精”的精神在营销理念、策略，目标市场上进行创新
通过本文的研究，将品牌管理理论与企业的实际相结合得出安庆柏兆记品牌激
活目标可以被激活
关键词：品牌；老字号；品牌激活安庆老字号柏兆记品牌激活策略研究
I
ABSTRACT
Result of the fierce competition in market，the kinds of goods which consumers can
choose is increasing, the kinds of consumer goods brand has become an important
preference people choose goods, Time-honored Brand a reflection of the Chinese nation
traditional culture,it is an important invisible assets for enterprises. Yet in today&39;s market
competition and economic globalization, on the one hand, the Time-honored Brand
industry , Time-honored Brand enterprises believe that good wine needs no bush，and the
enterprise are lack of marketing measure，so they got into trouble, on the other hand, the
marketing environment makes the Time-honored Brand enterprise must change, finding
for new development opportunities.
Based on the case study is given priority to, in the form of questionnaire analysis
BaiZhaoJi mega brand present situation, it is concluded that the brand has been the
phenomenon of aging, including, reduced visibility and reputation, target population
aging, narrow channel brand communication, product taste does not conform to the
modern consumer demand, etc., through the analysis of enterprise internal and external
environment, including the support of external economy, politics, technology
environment and enterprise brand, brand advantage and so on, it is concluded that only
take brand activation can solve the problem of the brand aging. And put forward the
corresponding implementation plan, the first, old excelsior spirit and appropriate brand
extension; Second, from the connotation of the brand innovation, marketing strategy,
target market; And the guarantee of technology, talent.
It is different that this test make the connotation of BaiZhaoJi as enterprise core
competitiveness. Combining inheritance and innovation in the brand development .
Second, in the brand extension strategy, emphasizing the logical extension to
identify the brand connotation, guarantee Time-honored Brand extension in retained on
the basis of brand essence; Brand innovation, Time-honored Brand Strives for perfection
the spirit in the marketing concept, strategy, on the target market.
Through the study of this article, combining the brand management theory and
enterprise&39;s actual conclusion AnQing BaiZhaoJi mega brand goals can be activated.
Key words: brand; Time-honored Brand; Brand activation安庆老字号柏兆记品牌激活策略研究目录
第一章绪论....1
第一节研究背景与研究意义.........1
一、研究背景.........1
二、研究问题.........2
三、研究意义.........2
第二节国内外文献回顾....3
一、老字号品牌老化.........3
二、老字号品牌激活.........4
三、行业内老字号品牌老化与激活文献回顾.....5
第三节研究内容与方法.....5
一、研究内容.........5
二、研究方法.........6
第二章理论概述........8
第一节品牌生命周期理论.8
第二节品牌老化.......9
一、品牌老化的定义.........9
二、品牌老化的原因.........9
第三节品牌激活...10
一、品牌激活的定义.....10
二、品牌激活的原因.....10
三、品牌激活路径.........10
第三章柏兆记品牌现状......12
第一节安庆柏兆记食品有限公司简介...12
一、公司发展历程...........12
二、公司主要产品...........12
第二节企业营销环境分析...........13
一、宏观环境.......13
二、微观环境.......14第一章绪论第三节柏兆记品牌现状调查.......16
一、安庆柏兆记公司品牌现状调查.......17
二、柏兆记品牌现状调查分析...20
第四章品牌激活目标与实施步骤..22
第一节柏兆记品牌激活目标.......22
一、立足于品牌特色，激活百年老字号.........22
二、将传统和创新贯穿至企业整个发展过程.23
第二节实施步骤...23
一、保留老字号传统文化和适当的品牌延伸...23
二、实施品牌创新策略......
。。。以上简介无排版格式，详细内容请下载查看
==>>