中华老字号化妆品品牌转型策略研究

发布时间：2018-01-02 17:20

本文关键词：中华老字号化妆品品牌转型策略研究　出处：《南昌大学》2013年硕士论文　论文类型：学位论文

【摘要】：“中华老字号”品牌自2006年正式得到认证后便有了极大的发展。而“老字号”里的化妆品业却未曾得到人们的重视,行业自身发展阻碍重重。在错过了许多历史机遇的情况下,面对这外国化妆品品牌的冲击,久负盛名的“中华老字号”化妆品品牌们该重拾自信,反思衰退原因,制定出科学有效的延伸战略。中华老字号化妆品品牌既是一种商业技艺,又是承载着文化、传统、古典美学的文化现象。首先本文了解老字号化妆品的诞生历史及发展概况,包括老字号名噪一时的辉煌故事和历史发展过程中的变化,以及目前的经营状况；接着,按照中华老字号标准选取符合要求的化妆品品牌进行调研,对不同特色地域的受众进行结构化和半结构化问卷调研,根据调研结果进行消费者研究分析、品牌认知分析等老字号化妆品品牌现状的实证分析；最后,根据分析结论,得出老字号化妆品的乏力原因,并提出行之有效的转型策略建议。本文基于传播学、广告学、市场营销学等视角进行探讨,希望能将老字号化妆品行业引入研究热点,从传播学的角度探讨品牌老化、乏力的原因,提出科学有效的借鉴策略。
[Abstract]:The brand of " Chinese old - size " has developed greatly since 2006 . The cosmetics industry in the " old word " has not received the attention of the people , and the development of the industry has hindered the weight . In the event of missing many historical opportunities , the cosmetics brand of " Chinese old Chinese characters " should be more confident and reflect on the cause of the recession , and formulate a scientific and effective extension strategy . The brand is not only a commercial technique , but also a cultural phenomenon that carries cultural , traditional and classical aesthetics . First of all , we find out the birth history and development of the old - character cosmetics , including the changes in the history and the history development of the old - character cosmetics . Then , according to the research results , the author makes an empirical analysis of the present situation of the old - character cosmetics brands such as consumer research and analysis , brand awareness analysis and so on . Finally , according to the analysis conclusion , the reasons for the weakness of the old - character cosmetics are obtained , and the effective transformation strategy suggestion is proposed . This paper discusses the reasons of brand aging and fatigue from the perspective of communication , and puts forward a scientific and effective reference strategy based on the perspectives of communication , advertising and marketing .

【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.72

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