“老字号”品牌的危机管理与重塑--以南京新冠生园为例

发布时间：2018-01-23 07:48

本文关键词： 现代转型 “老字号”品牌 “陈馅”事件重塑技术创新　出处：以南京新冠生园为例　论文类型：期刊论文

【摘要】：随着市场经济的快速发展,品牌成为企业参与市场竞争的核心力量;"老字号"企业面临越来越严峻的生存压力。本文基于百年"老字号"品牌南京冠生园的实地调查发现,中外合资南京冠生园因忽视品牌管理,百年老店毁于"陈馅"事件;而南京新冠生园通过重拾品牌管理实现"老字号"品牌的重塑,重视技术创新实现向现代企业跨越。具体在品牌管理方面:一是重视传统继承,创新品牌理念;二是完善管理体系,重视人力资本;三是提高宣传力度,扩大品牌影响。在技术创新方面:一方面规范生产质量管理,产品研发科学化;另一方面进行多元化产品销售,企业呈规模化发展。南京新冠生园品牌的重塑显示了品牌管理对"老字号"企业发展的重要性;在依靠现代管理和技术创新同时,"老字号"企业需要重视对传统的继承与发展,从而才能突破"老字号"发展瓶颈,实现可持续发展。
[Abstract]:With the rapid development of market economy, brand has become the core force for enterprises to participate in market competition. The "old brand" enterprises are facing more and more severe survival pressure. Based on the field investigation of the century-old brand "Guansheng Garden" in Nanjing, this paper finds that the Sino-foreign joint venture Nanjing Guansheng Garden neglects brand management. The century-old shop was destroyed by the "Chen Xiu" incident; Nanjing New Guansheng Garden realizes the "old brand" brand remodeling through brand management, pays attention to technological innovation to realize the modern enterprise leapfrogging, specifically in the brand management aspect: first, attaches importance to the tradition inheritance, the innovation brand idea; Second, perfect the management system and attach importance to human capital; The third is to improve publicity and expand brand influence. In terms of technological innovation: on the one hand, standardize production quality management, scientific product research and development; On the other hand, the diversification of product sales, the scale of the enterprise development. Nanjing brand of the new Guanshengyuan brand shows the importance of brand management to the "old" enterprise development; While relying on modern management and technological innovation, the enterprises of the "old brand" need to attach importance to the inheritance and development of the tradition, so as to break through the bottleneck of the development of the "old brand" and realize the sustainable development.
【作者单位】：河海大学公共管理学院;
【分类号】：F273.2;F426.82
【正文快照】： 目前,企业之间的竞争,逐渐由产品竞争力转变为品牌竞争力,品牌已经成为企业参与市场竞争的最有效方式;做好品牌的管理成为企业提升核心竞争力的关键所在[1]。企业品牌管理最早来源于1931年宝洁公司尼尔提出的“一个人负责一个品牌”的管理思想,并在此基础上逐渐形成较为系统的

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