新形势下老字号食品品牌发展策略分析——以浙江老字号为例

发布时间：2018-01-17 20:23

本文关键词：新形势下老字号食品品牌发展策略分析——以浙江老字号为例　出处：《商业经济研究》2015年09期 　论文类型：期刊论文

【摘要】：所谓老字号,主要是指那些历史相当悠久、信誉与产品质量优秀、具有独特工艺或传人,在当地甚至全国均具有极强影响力的民族企业及其品牌。浙江省曾有大量老字号食品品牌在消费者中具有相当高的美誉度。然而,近些年来相当一部分老字号食品企业开始日渐式微,究其原因就在于经营理念与管理模式的滞后,导致品牌知名度有所下降。本文分析浙江省老字号食品品牌发展现状,列举了浙江省老字号食品企业品牌发展中面临的问题,并提出了新形势下加强浙江省老字号食品品牌发展的策略。
[Abstract]:The so-called old brand, mainly refers to those with a very long history, reputation and product quality excellent, with a unique process or descendants. In the local and even national strong influence of national enterprises and their brands. Zhejiang Province has a large number of time-honored food brands in the consumer has a high reputation. However. In recent years, quite a number of well-known food enterprises began to decline, the reason lies in the lagging of business philosophy and management model. This paper analyzes the current situation of the food brand development in Zhejiang Province, and lists the problems faced by the brand development of the veteran food enterprises in Zhejiang Province. And put forward the strategy of strengthening the development of the famous food brand in Zhejiang province under the new situation.
【作者单位】：湖州职业技术学院;
【基金】：浙江省哲学社会科学规划课题,编号:13NDJC05YBM
【分类号】：F426.82;F273.2
【正文快照】： 老字号是约定俗成之概念,为我国商业领域的一种特有称谓,一般都意味着有着连续多年的成功经营经历,在某个区域之内具有较高的声誉,产品与服务均由自身开发,并受到消费者们的欢迎与认可。历史悠久可以说是老字号品牌的最大特色,也是其所拥有的优势。浙江老字号食品品牌发展现状

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