中国老字营销模式研究研究报告.docxVIP

北京建筑大学 本科生毕业论文 论文题目：中国老字号的营销模式研究学 院：专 业：学生姓名：学 号：指导教师：学院盖章： 二〇一四 年 一 月 摘 要 随着市场经济的深入发展，市场内企业的竞争也越演越烈。作为中国文化与商业瑰宝的中国老字号在竞争中处于一种劣势的地位。大多数中国老字号面临着经营不善造成破产或者是消亡这种问题。而同时，中国老字号也不能满足消费者的需求，经营理念、营销手段更是落后于其他企业。本文中国老字号的营销模式是通过营销组合策略、SWOT分析等营销知识来研究的，目的是探究中国老字号的优缺点并提出自己的观点与对策。 营销是企业的核心职能，营销模式更是企业营销过程的重点。这篇文章首先对中国老字号的现状进行梳理以便来探求中国老字号的营销模式，接着分析中国老字号营销模式，指出不足从而提出改善中国老字号的营销模式的对策，使其发挥出老字号应有的优势与潜力增强老字号的竞争力。对于研究中国老字号的营销模式会给中国老字号起到一个借鉴的作用，重铸老字号光辉的一面。 关键词：中国老字号；营销模式；连锁经营；营销组合策略 Abstract With the development of market economy,?the market?competition?is becoming more and more intense.?As?China?culture and business?treasure?Chinesehonored?at a disadvantage?position in competition.?Most?China?old?facingbankruptcy or?death?caused by mismanagement?is?the?problem.?At the same time,?Chinese?old?cannot?meet the needs of the consumers,?the business philosophy,?marketing means?is?lagging behind other enterprises.?This paperChina?old?marketing model is?to?study?the?marketing strategy,?SWOT?analysis,marketing knowledge,?objective?are the advantages and disadvantages?ofChinese?old?and put forward the views and?their countermeasures. Marketing?is the core?function of enterprise,?the marketing mode?is the key enterprises in?the marketing process.?This article?first to the situation?Chineseold?combs?in order to?explore the?Chinese?time-honored brand?marketing model,?then analyzes the?China?time-honored brand?marketing mode,?points out the insufficiency?and proposed improvement?China?old?mode of marketingstrategy,?give full play to its?advantages?and potential of?old name?should beenhanced?brand?competitiveness.?Research on?China?old?marketing model?will be?a?reference?to the?Chinese?old,?recast?old?glory. Keywords:?China?time-honored brand;?marketing model;?chain operation;marketing strategy 目录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc389554969 北京建筑大学  PAGEREF _Toc389554969 \h 1  HYPERLINK \l _Toc389554970 摘 要  PAGEREF _Toc389554970 \h 2 一. HYPERLINK \l