河北

发布时间：2018-02-27 05:02

本文关键词： 中华老字号品牌品牌建设品牌创新　出处：《河北经贸大学》2017年硕士论文　论文类型：学位论文

【摘要】：“中华老字号”具有深厚的文化底蕴,是中华文明与中华商业文化的重要载体,有很强的经济价值和历史文化价值,是中国经济的重要力量。然而,随着经济社会的发展,这些“中华老字号”企业除少数一部分在今天仍保持着活力外,绝大多数“中华老字号”己经从市场上消失,甚至只剩其名。品牌创新对于“中华老字号”企业来说是再次腾飞重要因素。品牌创新的研究,将对河北省“中华老字号”企业,具有重要的理论价值和现实指导意义。河北省“中华老字号”企业被国家商务部认定的有27家。经过近几年的发展,“衡水老白干”、“乐仁堂”、“金凤扒鸡”、“中和轩”等已经发展成规模较大,有一定知名度和消费群体的老字号企业。但与全国其他各省市相比较,特别是与北京、天津、上海、江苏等经济发展较快地区,河北省“中华老字号”无论是在数量上还是在企业规模上,都与之有不小差距,大部分“中华老字号”的发展规模较小,主要销售区域主要在河北省内,甚至在本地区内。在此背景下,本文从品牌、河北省“中华老字号”现状与问题和品牌建设及创新三个方面对国内外的相关品牌创新理论进行理论综述,然后对河北省“中华老字号”企业进行了SWOT分析。在分析的基础上得出河北省“中华老字号”企业的品牌管理问题。最后,在增强产品创新能力、建立现代企业管理制度、创建品牌管理机制、加强品牌文化创新、加大品牌宣传与维护、创新营销手段和渠道六个方面提出了具体的对策与建议。本文的结构如下:第1章对“中华老字号”的背景知识进行简要介绍,并分析研究的目的和意义,引出所研究的问题;第2章对品牌起源、品牌理论及品牌创新的基础理论进行梳理;第3章通过调查问卷数据分析得出河北省“中华老字号”发展中存在的问题,并对河北省“中华老字号”企业进行了SWOT分析;第4章对河北省“中华老字号”的品牌创新提出了建议及对策;第5章得出全文主要结论并指出研究的局限性。
[Abstract]:"China Time-honored" has a profound cultural background, is an important carrier of Chinese civilization and Chinese business culture, has great economic value and historical and cultural value, is an important force in Chinese economy. However, with the development of economy and society, the "Chinese time-honored enterprises" except for a few part in today remains the vigor, the vast majority of Chinese time-honored "has disappeared from the market, and even the only name. The brand innovation is the important factor to take off again" Chinese time-honored enterprises ". The research of brand innovation in Hebei Province, the" Chinese time-honored enterprises, has important theoretical value and practical guidance the significance of Hebei province. The "Chinese time-honored enterprises" by the national Ministry of Commerce of the 27. After several years of development, "Hengshui Laobaigan", "lerentang", "Jinfeng braised chicken" "Xuan", and has been developed A larger scale, have a certain reputation and consumer groups of the time-honored enterprises. But compared with other provinces, especially Tianjin, Shanghai, and Beijing, Jiangsu and other regions with rapid economic development in Hebei Province, "China Time-honored" both in quantity and in enterprise scale, and have not a small gap, small scale development of most of the "China Time-honored Brand", the main sales area mainly in Hebei Province, even in the local area. Under this background, this paper from the three aspects of the brand, Hebei province "the status quo and problems of the China Time-honored Brand and brand building and innovation to the domestic and foreign related theory of brand innovation the overview of the theory, and then to the Hebei province" Chinese time-honored enterprises SWOT analysis. Based on the analysis of the Hebei Province, "China Time-honored Brand Enterprise Management. Finally, to enhance product innovation ability, establish The modern enterprise management system, create brand management mechanism, strengthen the innovation of brand culture, increase brand awareness and maintenance, put forward specific measures and suggestions in six aspects of innovative marketing methods and channels. This paper is structured as follows: the first chapter of background knowledge on "Chinese time-honored" is briefly introduced, and the analysis of the purpose and significance of the research that leads to the problem; the second chapter on the origin of brand, brand theory and brand innovation foundation theories; the third chapter through the questionnaire data analysis of Hebei province "the time-honored" problems in the development of Hebei Province, and the "Chinese time-honored enterprises SWOT analysis; the fourth chapter puts forward suggestions and Countermeasures on brand innovation in Hebei province" China Time-honored "; the fifth chapter draws the main conclusions and points out the limitations of the study.

【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2

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