市场营销专业毕业论文--品牌老化的成因与对策研究.docVIP

摘 要 全球化的市场竞争已由产品竞争、服务竞争上升为品牌竞争，日趋激烈的竞争格局使企业认识到了品牌价值，企业战略上强化了将品牌作为重要无形资产的观念。然而，随着消费者偏好的变化、新竞争者或者新技术的出现以及营销环境的变化，任何品牌都可能面临老化，甚至消失的命运。品牌老化使企业不仅没有能够争取到更多的新顾客，还丢掉了一部分老主顾，企业原来保有的市场领地被竞争对手抢占。而更深层的危机在于颓势一旦形成就很难逆转。可以说，品牌老化已经成为企业品牌管理中一个不容忽视的问题，而品牌激活是解决这一问题、增加品牌资产的主要路径。 本文首先对国内外，特别是国内品牌老化特点，现状，危害进行了描述，其次，从品牌老化的定义入手，分析了品牌老化的原因——从基于消费者看品牌老化的原因：消费者本身具有喜新厌旧的特性; 消费者的需求发生改变.基于企业看品牌老化的原因: 品牌战略规划欠缺; 缺乏创新; 目标市场没有及时更新.两方面的原因引出品牌激活的基于这两个原因的主要应对方法。最后针对旭日升这一案例，从旭日升的发展历程研究旭日升的老化原因，针对老化原因给出品牌激活的具体方案。 关键词：品牌老化；品牌激活；旭日升　 Abstract Global market competition is rising from products competition, service competition to brand competition, fierce competition pattern make enterprise recognized brand value, enterprise strengthen concept that brand is a important intangible assets on strategic. However, as the consumer preferences changes, new competitors, the emergence of new technology and marketing environment changes, every brand may be faced with aging, even disappearing. Brand aging makes the enterprise not only doesn’t strive for more new customers, but also lost part of original patrons, the enterprise’s original retain market preempted by rivals. And deeper crisis is flagging once formed, it is hard to reverse. as it were, brand aging has become a problem of enterprise brand management that don’t allow to ignore. however, brand activation is the main approaches to solve this problem, increase brand assets. At first, This paper describes brand aging characteristics, status and harm at home and abroad, especially inland. secondly, I analysis the reason of the brand aging analysis from the definition of brand aging——based on the reason by consumers view brand aging: consumers have the characteristics of liking new and hating old, consumer demand change. Based on the reason by enterprise view brand aging : brand strategy planning lacking, lack of innovation, target market no update. The two aspects of the reasons lead the main activation method. Finally I choose the case of Rising Sun, from the