山西老字号的现状分析和品牌营销策略研究

发布时间：2018-08-25 16:17

【摘要】： 据统计,目前老字号企业中勉强维持现状的约占70%,长期经营惨淡、面临破产的占20%,只有10%将其品牌不断发扬光大,维持一定的规模并产生较好的经济效益。在山西,100多家具有七十年以上历史的山西老字号,目前至少有30%已经消亡,有20%以上的山西老字号长期经营暗淡,现存为数不多的山西老字号也都面临着各种各样的问题。如果这些沉淀了几十年,甚至几百年历史的山西老字号就此消失,那么蕴含着一个地区,一个民族的传统文化将从此流走。造成山西老字号现状的原因有很多,如顽固守旧,缺乏生机与活力;经营方式僵化,大多沿袭过去家庭作坊式的经营方式;传统机制和体制制约了老字号的发展,缺乏创新意识等等,但其中很重要的一点就是大部分山西老字号品牌营销意识淡薄,缺乏对品牌的科学管理,而品牌营销恰是现代企业在当今21世纪激烈的市场竞争中取得成功的重要策略之一。在这样的背景下,本文首先从品牌、品牌资产和品牌营销三个方面把国内外的相关理论进行理论综述。然后,在对山西老字号品牌进行问卷调查的基础上,运用SPSS 11.5软件包对调查数据进行处理和分析。并结合相关资料,从宏观和微观两个角度,对山西老字号进行了SWOT分析。基于以上分析,得出山西老字号的现实状况;并在重树品牌观念、树立品牌形象、品牌定位、提升忠诚度、挖掘品牌内涵、品牌延伸等六个方面提出了具体的对策与建议;以便树立和延续山西老字号品牌在市场经济中的地位,促进山西老字号的可持续发展。山西老字号是一种复杂的社会经济文化现象,承载了我国深厚的传统文化和山西独特的文化气息。对于山西老字号的研究,无论对其自身企业的健康发展,还是对传统文化的继承和发扬,都有着十分积极而重要的意义。本文主要从品牌学、营销学的视角进行探讨,也只是抛砖引玉,希望引起人们对老字号的广泛关注,也希望更多的有识之士从不同角度对老字号问题深入研究和分析,为老字号的健康发展提出更有效的途径。
[Abstract]:According to statistics, at present, about 70 old enterprises barely maintain the status quo, long-term poor management, face bankruptcy of 20, only 10% will continue to carry forward its brand, maintain a certain scale and produce better economic benefits. In Shanxi Province more than 100 furniture has more than 70 years of history Shanxi old brand, at least 30% has died, there are more than 20% Shanxi old brand long-term management dim, the extant Shanxi old brand also faces various kinds of problems. If these old Shanxi brands, which have been precipitated for decades or even hundreds of years, disappear, then the traditional culture of a nation will flow away from the existence of a region. There are many reasons for the status quo of Shanxi's old brands, such as stubbornness, lack of vitality and vitality, rigid business methods, most of which follow the family workshop style of operation in the past, and traditional mechanisms and systems have restricted the development of old brands. Lack of awareness of innovation and so on, but one of the most important is that most of Shanxi's old brand marketing awareness is weak, lack of scientific management of the brand, Brand marketing is one of the most important strategies for modern enterprises to succeed in the fierce market competition in the 21st century. In this context, this paper first from the brand, brand equity and brand marketing three aspects of the theoretical review of domestic and foreign related. Then, on the basis of the questionnaire survey of Shanxi famous brands, the data of investigation are processed and analyzed by SPSS 11.5 software package. Combined with the relevant data, from the macro and micro two angles, the SWOT analysis of Shanxi old brand. Based on the above analysis, the author draws the realistic situation of Shanxi's old brand, and puts forward concrete countermeasures and suggestions in six aspects: reconstructing brand concept, establishing brand image, positioning brand, promoting loyalty, excavating brand connotation and brand extension, etc. In order to establish and continue the status of Shanxi old brand in the market economy, promote the sustainable development of Shanxi old brand. Shanxi old brand is a complex social economic and cultural phenomenon, carrying the profound traditional culture of our country and the unique cultural atmosphere of Shanxi. It is very positive and important to study Shanxi's old famous brands, whether it is to its own healthy development of enterprises, or to the inheritance and development of traditional culture. This article mainly discusses from the angle of view of brand and marketing, and it is only to draw people's attention to the old brand, and also hope that more people of insight will deeply study and analyze the problem of the old brand from different angles. Put forward a more effective way for the healthy development of the old brand.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F279.27

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