【作者】 罗旭；

【导师】 郑春东；

【作者基本信息】 天津大学 ， 企业管理， 2010， 硕士

【摘要】 在经历了产品阶段后,市场营销已经进入了品牌时代,品牌成为企业在攻城夺地中最大的利器。老字号企业最珍贵的资产就是品牌,而老字号之所以发展的不太顺利,品牌意识薄弱是主要原因之一。国内外很多学者对此做过一系列的研究,但是他们研究的主要方向是企业的经营制度方面,对如何通过品牌战略来提高企业的竞争力研究的还不够深入,特别是对天津的老字号问题的剖析大都停留在大局上,分析的不够细致。这也是本文写作的主要出发点之一。为了能有针对性分析出当前天津老字号企业的问题,特对天津现有的30个典型的老字号企业进行了相关调研,并通过品牌认知衰退度、产品衰退度、企业制度衰退度三个指标对被调查的老字号企业发展状态进行界定,再根据品牌生命周期的基本规律,结合现有的老字号企业的基本情况,确定当前的大部分天津老字号企业处于成熟期后期或衰退期。在此基础上,根据品牌战略(品牌延伸、品牌定位、品牌传播、品牌维护)的基本模型,针对天津老字号的不同类型,分别给出了相应的策略。最后在分析了天津老字号的客观生存环境的基础上,提出了政府应在老字号振兴过程中应承担责任和义务。本文主要采用了实例分析法,同时兼用了比较论证的方法,以天津老字号企业的调研为分析数据来源,在面对如何解决老字号面临的问题时采用不同的品牌策略,并将一些策略适当进行对比,以获得更大的成果。更多还原

【Abstract】 Marketing already reaches at brand times after the product phase, then brand already become the best tool in competition. Although brand is the most valuable asset of old brand company, the lack of brand awareness is the main reason for the difficult situation of them. Many scholars in home and abroad have done a series of studies about the old brand, but the main point is how to refine the Enterprise Institutions with little research on brand problem, especial the analysis on Tianjin’s old brand just focus on the overall situation. It’s also the reason why I write this paper.In order to give a more correct answer for the current Tianjin’old brands’problems, there is a detail survey on the typical 30 old brands, and give the recession conditions of the brand with the degree of cognitive in brand, the recession degree of product, the recession degree of enterprise system. on the base of the research information, the article give the most enterprises a test on the late maturity or decline according the rules of life-cycle. At last the article give a series of policies for the different type old brands according to the brand strategy models (brand extension, brand positioning, brand communication, brand maintenance) and also think the government should play a important role on the revelation of the old enterprise.In this paper, examples of analysis is the main research tool, and also take the comparisons of the approach as auxiliary measure. The date sources is the field survey ,according it the article can supply different policies on the problems and also can compare the effect to reach a more large success on the question.更多还原