市场营销专业毕业论文--品牌老化的成因及对策.docVIP

摘 要 品牌老化，是指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。品牌老化的实质就是品牌资产的流失或贬值。品牌老化严重影响了品牌的发展，只有及早注意这一问题，才可以稳固品牌的发展。品牌老化之所以会产生，主要是因为在平时的发展中存在的品牌自身管理问题，以及不可避免的市场环境。在企业发展过程中，能随时分析品牌是否存在“老化”问题，可以及时调整企业的发展方向，从而让企业立于不败之地。 本文首先介绍了李宁品牌的发展状况及其品牌老化的表现，然后根据其表现分析产生原因，再针对不同的原因做出不同的应对措施。本文介绍的李宁品牌的品牌老化问题是李宁公司已经经历过的，所以主要是根据实际情况来做出应对措施，在个人觉得不足的地方再加上个人的看法。本文主要针对品牌定位、品牌形象及品牌管理三个方向来进行研究。 本文将理论与实例想结合，围绕品牌老化的问题，进行全方面的研究，探讨并提出了有效的应对措施，使李宁公司能度过品牌老化的危机，并更好的预防品牌老化的发生。 关键词：“李宁”；品牌老化；成因；对策 Abstract Brand aging, is to show enterprise brand in the market competition in popularity and reputation image, and a drop in sales, the market share of decreased brand decline phenomenon. The essence of the brand aging is the brand equity loss or devaluation. Brand aging seriously affected the development of the brand, only early note this problem, can firm brand development. Brand aging are produced, mainly because in the usual existing brand itself management problems, and the inevitable market environment. In the process of enterprise development, can at any time analysis exists ageing brand, can adjust enterprises development direction, thus let enterprise is in an impregnable position. This paper firstly introduces the developing condition and the brand aging performance of li-ning, then brand according to their performance analysis reasons for different reasons, then make a different measures. This paper introduces brand aging problem of li-ning is li-ning company has experienced, so major is according to the actual conditions, the measures to respond to a personal feel inadequate plus personal opinion. This article mainly aims at brand orientation, brand image and brand management three directions for research. This article will theory and examples around to combine, the issue, brand aging, and discuss the entire aspect and puts forward effective measures, make lining company spend brand aging crisis can better prevent brand, and the occurrence of aging. Key Words: li ning; brand of aging;