北京老字号品牌策略研究

发布时间：2018-06-23 00:30

本文选题：老字号 + 品牌　；参考：《企业经济》2015年06期

【摘要】：北京老字号是北京的城市名片,是构成北京城市文化的重要因子。经过30余年改革开放的市场竞争洗礼,环境、市场都发生了巨大变化,势必对北京老字号品牌的塑造及扩展提出许多新的挑战。面对新的情况,企业及政府应采取相应的对策,使北京老字号品牌能够更好地为北京的发展增光添彩。本文对北京老字号的现状进行了探讨,并对北京老字号品牌进行了全面的SWOT分析。在此基础上,一方面从品牌定位、营销模式和品牌文化的创新等微观层面针对北京老字号企业提出了建议;另一方面从提供发展环境及与文创产业、地理标志品牌塑造、与文化遗产品牌相结合等方面提出了面向政府的建议。
[Abstract]:Beijing old brand is the city card of Beijing, is the important factor that constitutes Beijing city culture. After more than 30 years of reform and opening up, the market competition, environment, the market has undergone tremendous changes, is bound to create and expand old brands in Beijing put forward a lot of new challenges. Faced with the new situation, the enterprises and the government should take corresponding countermeasures to make Beijing's old brands better add glory to the development of Beijing. This paper probes into the present situation of Beijing's old brands, and makes a comprehensive SWOT analysis of Beijing's old brands. On the basis of this, on the one hand, it puts forward some suggestions on the micro level of brand positioning, marketing mode and brand culture innovation, on the other hand, from the view of providing the development environment and creating the geographical indication brand, And cultural heritage brand and other aspects of the proposed government-oriented recommendations.
【作者单位】：北京信息科技大学经管学院;
【基金】：北京市教委项目“基于知识管理的北京地区地理标志品牌塑造策略研究”(批准号:71E1410992)
【分类号】：F273.2

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