品牌老化下的营销创新研究.PDFVIP

Business and Globalization 商业全球化, 2013, 1, 1-8 /10.12677/bglo.2013.11001 Published Online July 2013 (/journal/bglo.html) * On Marketing Innovation of Brand Aging Shui Jin Beijing Institute of Fashion Technology, Beijing Email: jinshui@126.com th st st Received: May 29 , 2013; revised: Jun. 21 , 2013; accepted: Jul. 1 , 2013 Copyright © 2013 Shui Jin. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. Abstract: In the competition of economic globalization, many time-honored brands have no past glories of sight. They were maintaining difficult or disappearing in the industry. Meanwhile, there were even more time-honored brands regarded brand aging dismissively and didn’t realize the harm that brand aging may bring. This paper uses the related theories of brand aging, from the decline of enterprise popularity, the loss of target consumer group and the reduction of economic benefits to point out the hazards of brand aging. The reasons of time-honored enterprise brand aging mainly have following aspects: outdated product and tech- nology, vagueness in brand positioning, change in target consumer group, simplicity in promotional channels, lack of reform and innovation and negligence in brand management. And then from the marketing point of view we propose the innovative strategies for brand aging of time-honored enterpr