上海老字号衰弱的研究
发布时间:2018-04-12 15:43
本文选题:上海老字号 + 品牌生命周期 ; 参考:《上海交通大学》2012年硕士论文
【摘要】:上海经过30年的改革开放,呈现出经济强但是品牌弱的形势,尤其是曾经风靡全国的老字号品牌出现日趋衰弱的态势。上世纪30年代,上海所拥有的品牌数量曾占到了全国注册品牌总数的80%。而2006以后商务部认定的1129家中华老字号中,上海有180家,,仅占16%。上世纪80年代初,上海品牌的市场占有率曾高达60%,进入90年代,上海品牌在全国的市场占有率已不及10%。 当今市场竞争越来越激烈,越来越多的地区乃至国家将品牌战略作为经济发展战略,上海发展品牌经济的呼声越来越高。老字号无疑是座金矿,改善上海老字号日趋衰弱的趋势对上海发展品牌经济意义重大。本文的研究目的是寻找上海老字号衰弱的主要原因并提出相应的对策。 本文采用的方法主要是文献研究法和案例分析法。通过有关品牌生命周期和品牌竞争力的文献研究,制定分析工具。应用分析工具对上海老字号进行案例分析,归纳总结上海老字号衰弱的原因并提出建议。 本文将上海老字号按照其品牌生命周期的形态进行分类并分析其衰弱的原因,其品牌生命周期形态分别为“在导入期出现衰弱或一直处于导入期”、“在成长期出现衰弱或一直处于成长期”和“在成熟期出现衰弱”三种。通过分析,笔者发现三种生命周期形态在内部资源、竞争环境、战略决策、战略执行等方面存在的问题是不同的。但是三种形式的衰弱有一个共同的原因,就是国有体制的束缚。 对于上海老字号整体而言,本文提出通过盘活品牌资产、自下而上对上海老字号进行改革的思路,促使上海老字号成为市场竞争的主体。要常设上海老字号管理委员,使上海老字号成为一个有进有出、充满活力的整体,进而提升上海老字号的整体竞争力。对于上海老字号个体而言,要理顺品牌竞争力形成机制,不断提高品牌竞争力,成为老字号中的常青树。本文的特色与创新点主要有: (1)将上海老字号按衰退的形式分类,对其发展过程进行分析 (2)构建基于生命周期的品牌竞争力形成机制,提出持续改进的品牌管理系统 (3)提出将上海老字号剥离进行单独的改制
[Abstract]:After 30 years of reform and opening up, Shanghai presents a situation of strong economy but weak brand, especially the old brand once popular all over the country.In the 1930s, Shanghai accounted for 80% of all registered brands in China.Of the 1129 established Chinese brands established by the Ministry of Commerce since 2006, Shanghai has 180, accounting for only 16.In the early 1980s, the market share of Shanghai brand was as high as 60%. In the 1990s, the market share of Shanghai brand in the whole country was less than 10%.Nowadays, the market competition is more and more fierce, more and more regions and even countries regard brand strategy as economic development strategy.There is no doubt that the old brand is a gold mine, and it is of great significance to develop the brand economy of Shanghai to improve the declining trend of the old Shanghai brand.The purpose of this paper is to find out the main causes of the weakness of Shanghai's old brands and to put forward corresponding countermeasures.The methods used in this paper are mainly literature research and case analysis.Through the literature research on brand life cycle and brand competitiveness, an analytical tool is developed.By using the analysis tool, this paper analyzes the case of Shanghai's old brands, sums up the causes of the decline of Shanghai's old brands, and puts forward some suggestions.In this paper, the old brands in Shanghai are classified according to the form of their brand life cycle and the causes of their weakness are analyzed. The brand life cycle forms are respectively "weak in the period of introduction or in the period of introduction".There are three kinds of debilitating in the growing period or always in the growth stage and three kinds of the debilitating in the mature stage.Based on the analysis, the author finds that the three life cycle forms have different problems in internal resources, competitive environment, strategic decision, strategic execution and so on.But the three forms of weakness have a common cause, that is, the constraints of the state-owned system.For the old Shanghai brands as a whole, this paper puts forward the idea of reforming the old Shanghai brands from the bottom up by activating the brand assets, so as to promote the old brands in Shanghai to become the main body of the market competition.It is necessary to establish a permanent management committee of Shanghai's old brands so as to make Shanghai's old brands a whole with input and output and full of vitality, thereby enhancing the overall competitiveness of Shanghai's old brands.For the individual of the old brand in Shanghai, it is necessary to straighten out the forming mechanism of brand competitiveness, improve the brand competitiveness and become the evergreen tree of the old brand.The features and innovations of this paper are as follows:1) classifying Shanghai's old brands according to the form of decline, and analyzing their development process.(2) to construct the mechanism of brand competitiveness based on life cycle, and put forward a brand management system with continuous improvement.(3) A separate reform of Shanghai's old brands is proposed.
【学位授予单位】:上海交通大学
【学位级别】:硕士
【学位授予年份】:2012
【分类号】:F273.2
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