随着经济的不断发展和物质文明的飞速进步,社会发展在经历了农业经济、工业 经济和服务经济之后,逐渐转变为体验经济。在这个过程中，人们的消费观念也随之 转变,消费需求不再仅仅停留在物质层面,人们更多的是想获得精神层面的享受。与此 同时,在互联网经济的冲击下,实体经济的发展一度面临窘境,老字号品牌在新型的市 场环境的冲击下正遭受着前所未有的挑战。老字号品牌不仅承载着深厚的传统文化， 而且是经济的重要力量，具有很高的历史和经济价值。但是，目前我国许多老字号品 牌由于自身经营管理不善、消费者需求不断改变等原因导致其发展面临老化问题，甚 至许多耳熟能详的中华老字号已经从大众视野中消失。因此，如何重新赋予中华老字 号以持续的生命力已然成为学界和业界人士普遍关心的问题，如何对其进行活化是中 华老字号重振雄风的重中之重。 本文以中华老字号的品牌商家现状作为研究的切入点，通过分析目前国内老字号 品牌的发展历史，对目前诸多老字号品牌进入市场周期中的“衰退期”，即品牌老化 的现状进行了阐述，在具体的研究过程中，第一，梳理了目前国内化老字号品牌的文 献研究，对国内国外的文献进行了综述，进一步明晰了本文的论点、论据架构思路、 确定了最终的研究方法。第二，本文对老字号品牌进行了定义，提出了品牌老化的出 现，同时以 Keller 品牌活化理论模型为基础分析目前理论上对于品牌活化的解决方 法；第三，以“老石家”梨膏糖为案例，从品牌的现状、定位和品牌传播上进行分析， 通过设计问卷调查，发现“老石家”梨膏糖品牌老化的原因，在此基础上进行进一步 的思索和探讨得出活化“老石家”品牌的战略和方向，提出拓展品牌意识、改善品牌 形象、建立品牌活化矩阵和整合营销传播四个方面的优化策略。研究结论同时也为众 多老字号品牌企业实施品牌活化战略提供一定程度上的借鉴意义。 关键词：老字号品牌；品牌活化；品牌资产“老石家”梨膏糖品牌活化策略研究 1 ABSTRACT With the continuous development of economy and the progress of material civilization, social development has transformed into experience economy after experiencing agricultural economy, industrial economy and service economy. People's living standards and consumption concepts are also constantly changing. Consumer demand not only stays at the material level, but also wants to obtain spiritual enjoyment. The experience and participation in the consumption process are particularly important. At the same time, under the impact of the Internet economy, the development of the real economy once faced a dilemma. The time-honored brands are facing unprecedented challenges under the impact of the new market environment. The time-honored brand not only carries the profound Chinese culture, but also is an important force of the Chinese economy, with high historical and economic value. However, at present, many Chinese time-honored brands in my country are facing aging problems due to their own poor management and continuous changes in consumer demand, and even many well-known Chinese time-honored brands have disappeared from the public view. Therefore, how to revitalize China's time-honored brands with continuous vitality has become a common concern among academics and industry professionals. How to revitalize them is the most important task for China's time-honored brands to rejuvenate. This article takes the status quo of Chinese time-honored brand merchants as the starting point for the research. By analyzing the current development history of domestic time-honored brands, this article explains the current "decline period" of many time-honored brands entering the market cycle, that is, the current status of brand aging. In the research process, firstly, it sorted out the current domestic literature research on time-honored brands, reviewed the domestic and foreign literature, further clarified the arguments of this article, the framework of the argument, and determined the final research method. Second, this article defines the time-honored brand and proposes the emergence of brand aging. At the same time, it analyzes the current theoretical solution to brand activation based on the conceptual model of Keller brand activation; third, it uses "Lao Shijia" Li Gaotang as an example. The case is analyzed from the current situation, positioning and brand communication of the brand. Through the design of questionnaire surveys, the reasons for the aging of the "Laoshijia" Li Gaotang brand are found. On this basis, further thinking and discussion are carried out to obtain the activation of "Laoshijia". "Brand strategy and direction, proposed four optimization strategies to expand brand awareness, improve brand image, establish brand activation matrix and integrated marketing communication. The research conclusions also provide a certain degree of目录 2 reference for many time-honored brand enterprises to implement brand activation strategies. KEYWORDS: Time honored brand；Brand activation；Brand equity“老石家”梨膏糖品牌活化策略研究 1 目 录 第一章 绪论.................................................................................................... 1 第一节 研究背景............................................................................................................1 第二节 研究意义............................................................................................................1 一、理论意义.................................................................................................................2 二、现实意义.................................................................................................................2 第三节 国内外研究综述................................................................................................2 一、国外研究综述.........................................................................................................2 二、国内研究现状.........................................................................................................3 三、总结.........................................................................................................................5 第四节 研究方法和研究思路..........................................................................................5 一、研究方法.................................................................................................................5 二、研究思路.................................................................................................................5 第二章 相关概念及基本理论........................................................................7 第一节 相关概念............................................................................................................7 一、品牌与品牌资产.....................................................................................................7 二、老字号品牌的概念界定.........................................................................................8 三、品牌老化和品牌活化的定义.................................................................................9 第二节 品牌活化的相关理论......................................................................................11 一、品牌活化的模型...................................................................................................11 二、整合营销理论.......................................................................................................13 第三章 “老石家”梨膏糖品牌现状..........................................................13 第一节 “老石家”梨膏糖简介..................................................................................14 第二节 “老石家”梨膏糖品牌发展现状..................................................................15 一、“老石家”梨膏糖内外部环境分析...................................................................15 二、“老石家”梨膏糖的品牌定位...........................................................................16 三、“老石家”梨膏糖的品牌资产构成...................................................................17 四、“老石家”梨膏糖的品牌传播途径状...............................................................17目录 2 第四章 “老石家”梨膏糖品牌传播中存在的问题分析.........................19 第一节 问卷调查分析.................................