市场营销专业毕业论文--品牌老化的原因及其对策.docVIP

摘 要 众所周知，品牌是一个企业的灵魂，在企业的经营运作中起着非常重要的作用，随着市场竞争的加剧，品牌在竞争中将会发挥出越来越大的作用。然而，世界正以惊人的速度变化着，要想跟上变化非常的困难，这是当今营销与品牌面临的现实环境，在人们生活发生改变的时候，企业也必须跟着改变，有的企业由于跟不上环境变化的步伐，品牌开始没落，老化甚至退出市场。品牌专家大卫·爱格就曾说过：“品牌老化如同进入墓地地带，在这个境地的品牌，有一定的知名度，但是在消费者购买时并不在考虑之列。”市场中不存在一个恒久不变的品牌，品牌老化趋势是每一个企业迟早要应对的严峻挑战。 本文以桐乡海鸥电器有限公司的品牌之路为案例，通过对企业情况以及品牌发展的过程的阐述，并站在公司管理者的角度，参考消费者对品牌差别选择的需要，有针对性地提出关于品牌老化问题的改良措施。同时总结出中小企业在面对品牌老化问题时的值得借鉴的一些方法，使自身对品牌老化问题有较为深入的研究和认识，提高综合实践能力和市场营销管理职业素养。 关键词：品牌老化；海鸥电器；创新；企业宗旨  Abstract Well-known brand is the soul of business operations in the play an important role, as competition intensifies, brand in the competition will be played bigger and bigger role. However, the world is changing at a remarkable rate, to keep the change very difficult, this is the brand marketing and realistic conditions, life in the change, the enterprise also must change accordingly, some enterprises to keep up with environmental change of pace, brands began to wear, even from the market. Brand experts David Aker had said ：“brand as the ageing of the churchyard. This situation is the brand name, but in the consumer to buy time and the column.” Market not exist in a constant, the ageing trend is towards a brand name of each enterprise will respond to the severe challenges. This article in Tongxiang the electric appliances limited companys branding way to analyze the case, the brand management in the number of problems, experience and lessons, and stood firm managers, refer to different consumer brand of need, pertinently bring forward the reform of the brand. Also review the small and medium-sized enterprises in the face of the aging problem of brand of some way to their brands to the aging problem is a more in-depth study and understand that improving the general practice and marketing management approach professional. Key Words: Brand ageing；Tongxiang Haiou electric；Innovation；Enterprises Purpose 目 录 一、引言 1 二、品牌老化的基本理论 2 （一）品牌老化的定义 2 （二）品牌老化的分类研究 2 1、品牌老化的原因 3 2、品牌老化的危害 3 （三）研究品牌老化的意义 4 三、桐乡海鸥电器有限公司的现状及存在的