A Dissertation Submitted to Guangdong University of Technology
for the Degree of Master
（Master of Business Administration）
Research on brand image upgrade strategy
of LB
Candidate: He Qianyu
Supervisor: Prof. Feng Gangping
May 2022
School of Management
Guangdong University of Technology
Guangzhou, Guangdong, P. R. China, 510520

摘要
摘要
随着互联网的蓬勃发展，国内的传播环境，逐渐从传统媒体时代，转变为社交传播
时代。Z世代走向历史舞台的中心，成为主流消费群体，国内经济增长的中坚力量。他
们拥有着强大的自我意识，需要平等沟通、相互间的理解呵护和情感的共勉。面对市
场、渠道、传播、消费者都发生了巨变的市场现状，品牌要维持品牌的活力，就必须调
整品牌策略，针对新一代年轻消费群的需求，扩大品牌影响力和传播力，更新品牌形
象，从他们的兴趣点出发，走进他们的圈子，成为盟友，实现他们对品牌的真正地认同。
LB作为国内洗涤用品的领导品牌，过去依靠强大的渠道力，稳居中国洗涤行业的
第一把交椅。在面对市场的瞬息万变，传统渠道流量断崖式减少的同时，新一代消费者
的登场也为品牌带来了较大的冲击。品牌形象老化，导致消费者忠诚度下降，品牌形象
更新刻不容缓。
本人查阅了大量的理论资料，前人的研究文章和案例分析的基础上，对其品牌形
象更新策略展开了研究。本文通过对 LB品牌的内外部环境和消费者的需求变化进行
分析，运用品牌资产五星模型理论，以消费者的定量调研以及企业内部的人员访谈的
方式，对 LB品牌形象现状进行诊断。发现 LB品牌存在品牌形象老化，消费者忠诚度
下降，及消费者对产品功能认知不足的问题。最后依托品牌定位、品牌要素、品牌传播
的相关理论，结合当下的市场发展趋势以及 Z世代消费者独特的文化，提出 LB品牌
的形象更新策略，通过品牌的重新定位，形象构建的优化以及传播的革新，进一步优化
LB的品牌形象。通过组织机构及人才保障，品牌监测及资金和技术保障的措施，为品
牌形象的更新提供有效保证。务求为 LB品牌在新一轮的市场竞争中，获得更好的发
展，维持其行业第一的品牌地位提供可行性建议。同时，通过分析 LB品牌这一例子，
期望能进一步为其它日化品牌的形象更新提供参考依据。
关键词：品牌形象；品牌重塑；Z世代；洗涤用品
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广东工业大学硕士专业学位论文
Abstract
With the vigorous development of the Internet, the communication environment in China
has gradually changed from the era of traditional media to the era of social communication.
Generation Z moves to the center of the historical stage, becoming the mainstream consumer
group and the backbone of domestic economic growth. They have a strong sense of self and
need equal communication, mutual understanding and mutual encouragement. Face, channels,
communication, consumer market changes have taken place in the market present situation,
the brand to maintain the vitality of brands, it is necessary to adjust the brand strategy,
according to the need of a new generation of young consumers, to expand the brand influence
and propagation force, update the brand image, from their point of interest, walk into their
circle, ally, to truly achieve their brand identity.
LB, as a leading brand of washing products in China, used to take the first place in China's
washing industry by relying on strong channel strength. In the face of the rapidly changing
market, the traditional channel flow has been reduced by a cliff, while the emergence of a new
generation of consumers has also brought a great impact on the brand. Brand image aging,
leading to the decline of consumer loyalty, brand image update urgent.
I consulted a large number of theoretical data, on the basis of previous research articles
and case analysis, carried out a study on its brand image renewal strategy. This paper analyzes
the internal and external environment of LB brand and the change of consumers' demand, and
diagnoses the status quo of LB brand image by means of quantitative survey of consumers and
interviews with internal staff of the enterprise, using the five-star brand equity model theory.
It is found that LB brand has the problems of aging brand image, declining consumer loyalty,
and insufficient consumer cognition of product functions. Finally, based on the relevant
theories of brand positioning, brand elements and brand communication, combined with the
current market development trend and the unique culture of generation Z consumers, LB brand
image renewal strategy is proposed to further optimize LB brand image through brand
repositioning, image construction optimization and communication innovation. Through the
organization and personnel security, brand monitoring and financial and technical security
measures, to provide effective guarantee for the renewal of brand image. The purpose is to
provide feasible suggestions for LB brand to obtain better development and maintain its no.1
brand status in the industry in a new round of market competition. At the same time, through
analyzing the example of LB brand, it is expected to provide reference and suggestions for the
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