市场营销学专业毕业论文--品牌老化与创新研究.docVIP

本 科 毕 业 设 计（论 文） 题 目 品牌老化与创新研究 基于五芳斋与旭日升品牌的比较分析 学 院 商学院 专 业 市场营销学 班 级 学 号 学生姓名 指导教师 摘 要 品牌老化趋势是每一个企业迟早要应对的严峻挑战，它给企业带来了危机，但同时也带来了机会。品牌老化指的是企业品牌在市场竞争中的知名度、美誉度、形象力下降，以及销量、市场占有率降低等品牌衰落的现象。目前解决品牌老化最有效的策略是品牌创新，主要包括品牌和产品创新策略、塑造优良的企业形象、加强与消费者的互动沟通以及品牌的重新定位等策略。品牌老化对品牌所有者的危害是巨大的，它使得品牌所有者不仅丢掉了一部分老主顾，企业原有的市场领地被竞争对手抢占，而且这种颓势一旦形成，就很难逆转，会导致产品的市场份额逐渐下降，最终退出市场，品牌死亡。 本文首先对品牌老化的基本理论进行了概述，如品牌老化定义及其表现、原因、危害、对策等；其次，阐述了规避品牌老化的基本策略，本文分析了五芳斋和旭日升是采取什么措施来避免或摆脱品牌老化的，通过这两个案例的分析，本文论述了企业在面对老化时，要把焦点放在正确的地方——品牌创新，这是规避品牌老化的最有效的对策，具体措施可包括工艺创新、布局创新、渠道创新等。 关键词：品牌；品牌老化；规避对策 Abstract Brand aging trend is each enterprise sooner or later the severe challenges to deal with, it brings the crisis to the enterprise, but also brings an opportunity. Brand aging refers to the enterprise brand in the market competition in popularity and reputation, image, and a drop in sales, the market share of decreased brand decline phenomenon. At present the most effective solution strategy of brand aging is brand innovation, mainly including brand and product innovation strategy, mold excellent enterprise image, strengthen communication and interaction with consumer brand again positioning strategy. Brand aging do harm with the brand owners, it makes the brand owners not only lost part of the regulars, enterprise original market competition preemption, as this around once formed, it is hard to reverse, will lead to the products market share gradually declined, final exit the market, the brand death. Firstly, summarize the basic theory of brand aging, such as brand aging definition and expression, cause, harm and countermeasure, etc; Secondly, this paper expounds the basic strategy to circumvent brand aging, this paper analyzes the wufangzhai and xurisheng how to take meas