扬州老字号冶春品牌营销策略研究

发布时间：2018-03-24 22:42

本文选题：老字号　切入点：冶春　出处：《扬州大学》2017年硕士论文

【摘要】：作为我国传统商业经济的优秀遗产,老字号品牌浸透着深厚的历史文化,曾经赢得社会的广泛认同和良好的信誉,是我们国家和民族宝贵的财富。冶春是扬州的知名老字号品牌,在扬州市乃至更广范围内享有较高知名度和美誉度,积累了较高的品牌价值和品牌资产,被扬州市政府认定为市级“非物质文化遗产”。但曾经的知名品牌并不能代表顾客对品牌的忠诚度和品牌现有价值的大小,冶春如果满足于现有的品牌状况,不在管理、产品、服务等方面持续改进,开展积极的品牌营销来吸引更多客户,提升冶春的品牌价值和核心竞争力,就会使得前人积累起来的来之不易的品牌资产不断被消耗,进而在激烈的市场竞争中处于劣势。本文选取冶春作为研究对象,简要回顾和分析冶春茶社及冶春品牌在130多年的时间里的发展历程,并运用品牌定位理论、营销4P、4C、4R理论、CI(公司识别)理论、品牌忠诚二维模型等现代品牌营销的相关理论和分析工具,从冶春的品牌定位、品牌识别、品牌忠诚、品牌传播、品牌延伸五个方面分析其所做的工作,同时结合调查问卷,一对一访谈内容,分析冶春在品牌营销方面存在的问题,并有针对性地提出冶春在品牌营销方面进行改进的策略建议。研究认为,冶春围绕打造知名老字号品牌的目标,开展积极的品牌营销,取得了一定成效。但同时,冶春在品牌营销中还存在一些问题,如品牌定位缺乏独特性,品牌识别效果不明显,品牌忠诚指标不均衡,品牌传播范围仍局限,品牌延伸基础不扎实等。为此,本文提出品牌定位要“攻心为上”,对品牌重新进行再定位;品牌识别要“多管齐下”,重点强化核心理念识别;品牌忠诚要“重点突出”,持续实施顾客忠诚计划;品牌传播要“借力创新”,放大网络平台传播优势;品牌延伸要“围绕核心”,推动密切关联领域延伸等改进策略建议及相关实施保障。希望通过研究,有助于改进老字号冶春在品牌营销各个方面的工作,推动老字号冶春在品牌价值、品牌资产及核心竞争力的进一步提升,促进老字号冶春的可持续发展,使之成为世界范围的知名品牌,在新的时代不断焕发新的生机和活力,让更多人发现中国的老字号品牌的独特魅力和价值。
[Abstract]:As an excellent legacy of traditional commercial economy in our country, the old brand is deeply permeated with history and culture, and has won wide recognition and good reputation of the society. Yichun is a well-known old brand in Yangzhou, which enjoys a high reputation and reputation in Yangzhou and has accumulated high brand value and brand assets. Recognized by Yangzhou Municipal Government as "intangible cultural heritage" at the municipal level. However, once famous brands did not represent the loyalty of customers to the brand and the size of the existing value of the brand. If Yichun is satisfied with the existing brand status, it is not managed or produced. Continuous improvement in services and other aspects, active brand marketing to attract more customers and enhance the brand value and core competitiveness of Yichun will make the hard-won brand assets accumulated by our predecessors constantly consumed. Then in the fierce market competition, this paper selects Yichun as the research object, briefly reviews and analyzes the development process of Yichun Tea House and Yichun brand in 130 years, and applies brand positioning theory. The relevant theories and analysis tools of modern brand marketing, such as marketing 4PX 4CU 4R theory, brand loyalty two-dimensional model, etc., from brand positioning, brand identification, brand loyalty, brand communication, etc. At the same time, combining the questionnaire and one-to-one interview content, the paper analyzes the problems of brand marketing in Yichun. The paper puts forward some suggestions on how to improve the brand marketing of Yichun. The research shows that Yichun has carried out positive brand marketing around the goal of building famous old brands, but at the same time, it has achieved certain results. There are still some problems in brand marketing, such as the lack of uniqueness in brand positioning, the inconspicuous effect of brand identification, the imbalance of brand loyalty index, the limited range of brand communication and the unsound foundation of brand extension, etc. This paper puts forward that brand positioning should be "attacking heart first" and repositioning brand; brand identification should be "multi-pronged" with emphasis on core concept recognition, brand loyalty should be "focused", and customer loyalty plan should be carried out continuously. Brand communication should "take advantage of innovation" to amplify the advantages of network platform, and brand extension should "revolve around the core", promote the extension of closely related fields, and so on. It is helpful to improve the work of brand marketing, to promote the promotion of brand value, brand equity and core competitiveness, and to promote the sustainable development of brand name Yichun. Make it become a world-wide famous brand, in the new era constantly radiate new vitality and vitality, let more people discover the unique charm and value of China's old brand.
【学位授予单位】：扬州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F719.3

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