本文選題：上海老字號(hào) + 品牌生命周期�。� 參考：《上海交通大學(xué)》2012年碩士論文

【摘要】：上海經(jīng)過(guò)30年的改革開(kāi)放，呈現(xiàn)出經(jīng)濟(jì)強(qiáng)但是品牌弱的形勢(shì)，尤其是曾經(jīng)風(fēng)靡全國(guó)的老字號(hào)品牌出現(xiàn)日趨衰弱的態(tài)勢(shì)。上世紀(jì)30年代，上海所擁有的品牌數(shù)量曾占到了全國(guó)注冊(cè)品牌總數(shù)的80%。而2006以后商務(wù)部認(rèn)定的1129家中華老字號(hào)中，上海有180家，，僅占16%。上世紀(jì)80年代初，上海品牌的市場(chǎng)占有率曾高達(dá)60%，進(jìn)入90年代，上海品牌在全國(guó)的市場(chǎng)占有率已不及10%。 當(dāng)今市場(chǎng)競(jìng)爭(zhēng)越來(lái)越激烈，越來(lái)越多的地區(qū)乃至國(guó)家將品牌戰(zhàn)略作為經(jīng)濟(jì)發(fā)展戰(zhàn)略，上海發(fā)展品牌經(jīng)濟(jì)的呼聲越來(lái)越高。老字號(hào)無(wú)疑是座金礦，改善上海老字號(hào)日趨衰弱的趨勢(shì)對(duì)上海發(fā)展品牌經(jīng)濟(jì)意義重大。本文的研究目的是尋找上海老字號(hào)衰弱的主要原因并提出相應(yīng)的對(duì)策。 本文采用的方法主要是文獻(xiàn)研究法和案例分析法。通過(guò)有關(guān)品牌生命周期和品牌競(jìng)爭(zhēng)力的文獻(xiàn)研究，制定分析工具。應(yīng)用分析工具對(duì)上海老字號(hào)進(jìn)行案例分析，歸納總結(jié)上海老字號(hào)衰弱的原因并提出建議。 本文將上海老字號(hào)按照其品牌生命周期的形態(tài)進(jìn)行分類并分析其衰弱的原因，其品牌生命周期形態(tài)分別為“在導(dǎo)入期出現(xiàn)衰弱或一直處于導(dǎo)入期”、“在成長(zhǎng)期出現(xiàn)衰弱或一直處于成長(zhǎng)期”和“在成熟期出現(xiàn)衰弱”三種。通過(guò)分析，筆者發(fā)現(xiàn)三種生命周期形態(tài)在內(nèi)部資源、競(jìng)爭(zhēng)環(huán)境、戰(zhàn)略決策、戰(zhàn)略執(zhí)行等方面存在的問(wèn)題是不同的。但是三種形式的衰弱有一個(gè)共同的原因，就是國(guó)有體制的束縛。 對(duì)于上海老字號(hào)整體而言，本文提出通過(guò)盤活品牌資產(chǎn)、自下而上對(duì)上海老字號(hào)進(jìn)行改革的思路，促使上海老字號(hào)成為市場(chǎng)競(jìng)爭(zhēng)的主體。要常設(shè)上海老字號(hào)管理委員，使上海老字號(hào)成為一個(gè)有進(jìn)有出、充滿活力的整體，進(jìn)而提升上海老字號(hào)的整體競(jìng)爭(zhēng)力。對(duì)于上海老字號(hào)個(gè)體而言，要理順品牌競(jìng)爭(zhēng)力形成機(jī)制，不斷提高品牌競(jìng)爭(zhēng)力，成為老字號(hào)中的常青樹(shù)。本文的特色與創(chuàng)新點(diǎn)主要有： （1）將上海老字號(hào)按衰退的形式分類，對(duì)其發(fā)展過(guò)程進(jìn)行分析 （2）構(gòu)建基于生命周期的品牌競(jìng)爭(zhēng)力形成機(jī)制，提出持續(xù)改進(jìn)的品牌管理系統(tǒng) （3）提出將上海老字號(hào)剝離進(jìn)行單獨(dú)的改制
[Abstract]:After 30 years of reform and opening up, Shanghai presents a situation of strong economy but weak brand, especially the old brand once popular all over the country.In the 1930s, Shanghai accounted for 80% of all registered brands in China.Of the 1129 established Chinese brands established by the Ministry of Commerce since 2006, Shanghai has 180, accounting for only 16.In the early 1980s, the market share of Shanghai brand was as high as 60%. In the 1990s, the market share of Shanghai brand in the whole country was less than 10%.Nowadays, the market competition is more and more fierce, more and more regions and even countries regard brand strategy as economic development strategy.There is no doubt that the old brand is a gold mine, and it is of great significance to develop the brand economy of Shanghai to improve the declining trend of the old Shanghai brand.The purpose of this paper is to find out the main causes of the weakness of Shanghai's old brands and to put forward corresponding countermeasures.The methods used in this paper are mainly literature research and case analysis.Through the literature research on brand life cycle and brand competitiveness, an analytical tool is developed.By using the analysis tool, this paper analyzes the case of Shanghai's old brands, sums up the causes of the decline of Shanghai's old brands, and puts forward some suggestions.In this paper, the old brands in Shanghai are classified according to the form of their brand life cycle and the causes of their weakness are analyzed. The brand life cycle forms are respectively "weak in the period of introduction or in the period of introduction".There are three kinds of debilitating in the growing period or always in the growth stage and three kinds of the debilitating in the mature stage.Based on the analysis, the author finds that the three life cycle forms have different problems in internal resources, competitive environment, strategic decision, strategic execution and so on.But the three forms of weakness have a common cause, that is, the constraints of the state-owned system.For the old Shanghai brands as a whole, this paper puts forward the idea of reforming the old Shanghai brands from the bottom up by activating the brand assets, so as to promote the old brands in Shanghai to become the main body of the market competition.It is necessary to establish a permanent management committee of Shanghai's old brands so as to make Shanghai's old brands a whole with input and output and full of vitality, thereby enhancing the overall competitiveness of Shanghai's old brands.For the individual of the old brand in Shanghai, it is necessary to straighten out the forming mechanism of brand competitiveness, improve the brand competitiveness and become the evergreen tree of the old brand.The features and innovations of this paper are as follows:1) classifying Shanghai's old brands according to the form of decline, and analyzing their development process.(2) to construct the mechanism of brand competitiveness based on life cycle, and put forward a brand management system with continuous improvement.(3) A separate reform of Shanghai's old brands is proposed.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F273.2

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