老字号谢馥春的品牌活化策略研究
老字号谢馥春的品牌活化策略研究
摘 要
老字号品牌是中国传统文化的瑰宝，沿袭和传承了中华民族优秀
的文化传统，是我国重要的文化资产。但是，随着经济全球化的发展，
老字号品牌所面临的市场竞争日益加剧，大量同类竞争者涌入市场抢
夺资源，同时消费者的选择范围不断扩大。而许多老字号企业依然墨
守陈规，不注重产品创新、忽略品牌营销，无法跟上消费者需求变化
的速度，吸引年轻消费者的目光，从而导致老字号品牌开始出现品牌
老化问题。因此，如何使老字号品牌重新焕发活力，并健康长久地延
续下去是值得思考的问题。
本文以扬州老字号化妆品品牌谢馥春作为研究对象，对谢馥春品
牌老化的现状进行阐述，通过问卷调查对该品牌进行老化诊断，归纳
出其目前存在较为明显的老化表现，由现象推导出老字号谢馥春品牌
老化的原因主要三个方面：消费者代际及需求的改变、竞争者的变化
和品牌自身管理不善。其中，品牌老化的“内因”是品牌自身的原因，
包括品牌自身产品力不足、渠道运营不力、营销传播缺乏规划的问题。
根据品牌活化相关理论，笔者梳理谢馥春的实际情况，参考战略品牌
管理专家何佳讯的品牌活化矩阵，主要从创新和传承两个角度去探索
老字号谢馥春的品牌活化策略。
通过笔者的研究，主要可以得出以下结论：首先，已经出现老化
老字号谢馥春的品牌活化策略研究
的许多老字号品牌具有极高的文化价值和商业价值，所以品牌活化势
在必行；其次，品牌活化需从企业内部改革创新，可通过产品、渠道、
营销传播三个方面出发，并结合当下的国潮趋势进行革新，以保持自
己的差异化优势，扩大品牌影响力，同时老字号可以利用其独特的传
承优势，唤醒顾客的怀旧情绪，这有利于改变消费者对谢馥春的原有
认知，进而可以加强品牌与消费者之间的合作关系，加速品牌活化的
进程；最后，此次的案例研究也为其他老字号品牌提供一些品牌活化
的思路，为其能够可持续发展提供参考方向。
关键词：老字号，品牌活化，创新，传承，谢馥春
老字号谢馥春的品牌活化策略研究
RESEARCH ON BRAND REVITALIZATION STRATEGY
OF XIE FUCHUN
ABSTRACT
Time honoredbrand is thetreasure ofChinese traditional culture,
inheriting and inheriting the excellent cultural tradition of the Chinese nation,
and is an important cultural asset in China. However, with the development of
economic globalization, the market competition faced by the time-honored
brands is becoming increasingly fierce. A large number of competitors of the
same kind rush into the market to seize resources. At the same time, the
choicerangeof consumersisconstantlyexpanding.However,many
time-honored brands still stick to the old rules, do not pay attention to product
innovation, ignore brand marketing, and fail to keep up with the changing
speed of consumer demand and attract the attention of young consumers, thus
leading to the brand aging problem of time-honored brands. Therefore, how to
rejuvenate the time-honored brands and keep them healthy and long-term is
worth thinking about.
This paper takes Yangzhou time-honored cosmetics brand Xie Fuchun as
the research object, expounds thecurrent situation of the aging of Xie
Fuchun's brand, diagnoses the aging of the brand through a questionnaire
survey, and concludes that there are obvious aging phenomena at present.
From this phenomenon, it deduces that there are three main reasons for the
aging of thetime-honored cosmetics brand Xie Fuchun:the change of
consumers' generation and demand, the change of competitors and the poor
management of the brand itself. Among them, the "internal cause" of brand
aging is the cause of the brand itself, including the lack of product strength of