“中华老字号”品牌创新模式研究

发布时间：2018-07-09 10:06

本文选题：中华老字号 + 品牌　；参考：《华侨大学》2009年硕士论文

【摘要】： “中华老字号”品牌具有深厚的文化底蕴,是中华商业文化的重要载体,是中华民族工商业的精华,是中国名牌经济的重要力量,具有很强的历史文化价值和经济价值。然而,除少数“中华老字号”品牌今天仍然保持活力,绝大多数已经从市场上消失,品牌创新是“中华老字号”企业活化复苏的根本性要求。目前大部分“中华老字号”企业品牌创新意识薄弱,品牌创建力度不大。“中华老字号”品牌创新模式的研究,对“中华老字号”企业提高品牌创新意识、寻求品牌创新经验,具有重要的理论价值和现实意义。本文综合运用文献研究法、演绎归纳法、理论研究与案例分析相结合的方法,在前辈学者研究的基础上,在“中华老字号”品牌创新必要性的验证、构建“中华老字号”品牌创新体系、搭建“中华老字号”品牌创新支撑体系等三个方面做了微薄贡献。论文基本研究内容分述如下: 首先,从品牌和“中华老字号”概念入手,在梳理以往学者分析“中华老字号”品牌老化机理的基础上,分析市场竞争、科技进步、消费者需求变化等导致“中华老字号”品牌老化的变数,强调品牌创新是“中华老字号”企业良好运作的迫切要求。其次,分析当前大部分“中华老字号”企业忽视品牌创新的现状,研究品牌创新存在的问题,发掘导致问题出现的历史体制、企业自身及外部不可控原因。再次,具体构建“中华老字号”品牌创新的四种模式:技术创新模式、制度创新模式、组织创新模式、营销创新模式,诠释各模式的内涵及优势,并以具体案例分析说明模式适用的范围。最后,从政府、企业、市场、社会四个方面搭建品牌创新模式的支撑体系,分别论述各方面为“中华老字号”品牌创新模式提供的可能支持,使“中华老字号”品牌创新模式的实际操作更具可行性。
[Abstract]:The brand of "old Chinese brand" has profound cultural background, is an important carrier of Chinese commercial culture, is the essence of Chinese industry and commerce, is an important force of Chinese famous brand economy, and has very strong historical and cultural value and economic value. However, with the exception of a few "old Chinese brands" which are still alive today, most of them have disappeared from the market. Brand innovation is the fundamental requirement for the revival of the "old Chinese brands" enterprises. At present, most of the "old Chinese brands" brand innovation awareness is weak, brand creation is not strong. The research on the brand innovation mode of "Chinese old brand" has important theoretical value and practical significance for the enterprises of "old Chinese brand" to improve brand innovation consciousness and seek brand innovation experience. This article synthetically uses the literature research method, the deductive induction method, the theory research and the case analysis unifies the method, in the predecessor scholar's research foundation, in "the Chinese old brand" the brand innovation necessity confirmation, Constructing the brand innovation system of the old Chinese brand and building the brand innovation support system of the old Chinese brand have made meager contributions. The basic research contents of this paper are as follows: firstly, starting with the concept of brand and "old Chinese brand", this paper analyzes the market competition and the progress of science and technology on the basis of analyzing the aging mechanism of the brand of "old Chinese brand". The change of consumer demand and other factors lead to the aging of Chinese old brand, which emphasizes that brand innovation is the urgent requirement for the good operation of Chinese old brand. Secondly, it analyzes the current situation of most of the "old Chinese brands" enterprises ignore brand innovation, studies the existing problems of brand innovation, explores the historical system that leads to the problems, and the reasons for the enterprises' own and external uncontrollable problems. Thirdly, four modes of brand innovation of "old Chinese brand" are built: technology innovation model, system innovation model, organization innovation model, marketing innovation mode, and the interpretation of the connotation and advantages of each model. And with specific case analysis to illustrate the scope of application of the model. Finally, from the government, enterprise, market, society four aspects to build the brand innovation model support system, respectively discuss the various aspects for the "old Chinese brand" brand innovation model to provide possible support, Make the brand innovation mode of "old Chinese brand" more feasible.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】