本文選題：老字號(hào)　切入點(diǎn)：冶春　出處：《揚(yáng)州大學(xué)》2017年碩士論文

【摘要】：作為我國傳統(tǒng)商業(yè)經(jīng)濟(jì)的優(yōu)秀遺產(chǎn),老字號(hào)品牌浸透著深厚的歷史文化,曾經(jīng)贏得社會(huì)的廣泛認(rèn)同和良好的信譽(yù),是我們國家和民族寶貴的財(cái)富。冶春是揚(yáng)州的知名老字號(hào)品牌,在揚(yáng)州市乃至更廣范圍內(nèi)享有較高知名度和美譽(yù)度,積累了較高的品牌價(jià)值和品牌資產(chǎn),被揚(yáng)州市政府認(rèn)定為市級(jí)“非物質(zhì)文化遺產(chǎn)”。但曾經(jīng)的知名品牌并不能代表顧客對(duì)品牌的忠誠度和品牌現(xiàn)有價(jià)值的大小,冶春如果滿足于現(xiàn)有的品牌狀況,不在管理、產(chǎn)品、服務(wù)等方面持續(xù)改進(jìn),開展積極的品牌營(yíng)銷來吸引更多客戶,提升冶春的品牌價(jià)值和核心競(jìng)爭(zhēng)力,就會(huì)使得前人積累起來的來之不易的品牌資產(chǎn)不斷被消耗,進(jìn)而在激烈的市場(chǎng)競(jìng)爭(zhēng)中處于劣勢(shì)。本文選取冶春作為研究對(duì)象,簡(jiǎn)要回顧和分析冶春茶社及冶春品牌在130多年的時(shí)間里的發(fā)展歷程,并運(yùn)用品牌定位理論、營(yíng)銷4P、4C、4R理論、CI(公司識(shí)別)理論、品牌忠誠二維模型等現(xiàn)代品牌營(yíng)銷的相關(guān)理論和分析工具,從冶春的品牌定位、品牌識(shí)別、品牌忠誠、品牌傳播、品牌延伸五個(gè)方面分析其所做的工作,同時(shí)結(jié)合調(diào)查問卷,一對(duì)一訪談內(nèi)容,分析冶春在品牌營(yíng)銷方面存在的問題,并有針對(duì)性地提出冶春在品牌營(yíng)銷方面進(jìn)行改進(jìn)的策略建議。研究認(rèn)為,冶春圍繞打造知名老字號(hào)品牌的目標(biāo),開展積極的品牌營(yíng)銷,取得了一定成效。但同時(shí),冶春在品牌營(yíng)銷中還存在一些問題,如品牌定位缺乏獨(dú)特性,品牌識(shí)別效果不明顯,品牌忠誠指標(biāo)不均衡,品牌傳播范圍仍局限,品牌延伸基礎(chǔ)不扎實(shí)等。為此,本文提出品牌定位要“攻心為上”,對(duì)品牌重新進(jìn)行再定位;品牌識(shí)別要“多管齊下”,重點(diǎn)強(qiáng)化核心理念識(shí)別;品牌忠誠要“重點(diǎn)突出”,持續(xù)實(shí)施顧客忠誠計(jì)劃;品牌傳播要“借力創(chuàng)新”,放大網(wǎng)絡(luò)平臺(tái)傳播優(yōu)勢(shì);品牌延伸要“圍繞核心”,推動(dòng)密切關(guān)聯(lián)領(lǐng)域延伸等改進(jìn)策略建議及相關(guān)實(shí)施保障。希望通過研究,有助于改進(jìn)老字號(hào)冶春在品牌營(yíng)銷各個(gè)方面的工作,推動(dòng)老字號(hào)冶春在品牌價(jià)值、品牌資產(chǎn)及核心競(jìng)爭(zhēng)力的進(jìn)一步提升,促進(jìn)老字號(hào)冶春的可持續(xù)發(fā)展,使之成為世界范圍的知名品牌,在新的時(shí)代不斷煥發(fā)新的生機(jī)和活力,讓更多人發(fā)現(xiàn)中國的老字號(hào)品牌的獨(dú)特魅力和價(jià)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.
【學(xué)位授予單位】：揚(yáng)州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F719.3

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