基于生命周期理论的品牌活化管理研究

发布时间：2018-01-29 05:50

本文关键词： 品牌品牌价值品牌生命周期品牌老化品牌活化　出处：《兰州商学院》2008年硕士论文　论文类型：学位论文

【摘要】： 产品生命周期概念己被广泛接受,所谓产品生命周期是指产品从投放市场直至被淘汰退出市场的全过程,包括导入期、成长期、成熟期和衰退期四个阶段。品牌与产品关系密切,那么品牌的发展是否也会受到生命周期的约束呢?是否所有的品牌最后都难逃老化直至走向衰落的厄运?这些问题成为品牌经营者和品牌管理者关心的焦点。菲利普?科特勒说:“品牌生命周期是一个由营销活动来决定的因变量,而不是一个要公司的营销方案适应它的自变量”。换句话说:“品牌生命周期是被选定的营销战略的结果,而不是独立于被选定的营销战略的一种必然的销售历史”。这说明品牌生命周期的形态更为复杂,其弹性相当大,市场寿命或长或短:品牌管理得当,品牌可以超越产品生命周期,保持青春,延续生命;品牌管理不当,品牌可能还未经历完产品生命周期就面临老化或黯然退出市场。品牌随着时间的流逝会老化,从而使品牌缺乏持久性、持续性,在世界市场上不具长期稳定的发展,这是目前中国品牌管理方面比较突出的问题。中国品牌需要探索实现品牌常青、保住国内市场、发展国际市场之路。基于这一现实状况,本文在传统品牌管理理论和生命周期理论的基础上,对企业的品牌老化进行了全面系统的研究,在分析品牌老化原因的基础上,力图建立一套在品牌管理中行之有效的“识、辨、纠、防”的品牌活化管理系统,从而保证企业品牌健康、持续、长久的生存和发展。本论文试图通过对品牌活化管理的研究,探寻品牌“长寿”的秘诀。主要解决的问题有以下几点:(1)我国品牌生命周期短,品牌老化原因的分析;(2)如何对品牌老化进行评测;(3)在对品牌评测的基础上,在品牌生命周期各阶段如何进行活化管理才能使品牌保持活力。本文进一步完善了品牌管理理论,并对我国企业在创建品牌、经营品牌、维护和提升品牌的过程起到一定的启发和借鉴作用。
[Abstract]:The concept of product life cycle has been widely accepted. The so-called product life cycle refers to the whole process of product from the market to be eliminated from the market, including the introduction period, growth period. There are four stages of maturity and decline. The brand is closely related to the product, so will the development of the brand be constrained by the life cycle? Is it that all brands end up ageing and falling? These issues have become the focus of attention of brand operators and brand managers. "the brand life cycle is a dependent variable determined by marketing activities," Kotler said. Rather than a company's marketing program adapted to its own variables, "in other words," the brand life cycle is the result of the selected marketing strategy. It is not an inevitable history of sales independent of the selected marketing strategy ". This shows that the form of the brand life cycle is more complex, with considerable flexibility, long or short market life: proper brand management. Brand can transcend the product life cycle, maintain youth, and continue life; If the brand is not managed properly, the brand may be facing aging or withdrawing from the market before it has finished its product life cycle. With the passage of time, the brand will aging, which makes the brand lack of durability, sustainability, and there is no long-term stable development in the world market. This is a prominent problem in China's brand management at present. Chinese brands need to explore the realization of brand evergreen, keep the domestic market, and develop the road of international market. Based on this reality. Based on the traditional brand management theory and life cycle theory, this paper makes a comprehensive and systematic study on the brand aging of enterprises, and analyzes the causes of brand aging. This paper tries to establish an effective brand activation management system which is effective in brand management, so as to ensure the healthy, sustainable and long-term survival and development of the enterprise brand. This paper attempts to explore the secret of brand longevity through the research of brand activation management. The main problems are as follows: 1) the short life cycle of Chinese brands and the analysis of the causes of brand aging; 2) how to evaluate brand aging; 3) on the basis of brand evaluation, how to carry out active management in each stage of brand life cycle to keep the brand alive. This paper further consummates the theory of brand management, and establishes the brand for Chinese enterprises. Brand management, maintenance and promotion of the process of brand play a certain role in inspiration and reference.
【学位授予单位】：兰州商学院
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】