“中华老字号”品牌竞争力提升对策研究-工商管理专业论文.docxVIP

摘 要 老字号企业是经历历史和文化的洗礼而产生的，是民族发展保留下来的宝贵遗 产。这些企业蕴含民族的文化和智慧。我国现阶段经营状况较好的企业仅有十分之 一，大多数企业出现衰退、甚至消失在大众的视野之中。尤其是改革开放，中国加入 世贸组织以来，大批国际品牌进入国内市场，抢占市场份额，使得老字号企业发展十 分严峻。所以提升老字号品牌的竞争力迫在眉睫。 在激烈的市场中，消费者成为市场主体。企业需要了解行业动态、行业现状以及 本企业的内部环境。企业经营者想要得到消费的青睐，就需要全面解读消费者的行 为，提升品牌竞争力以满足消费者的需求。 本文通过对“中华老字号”品牌现状进行研究。以“全聚德”为例，构建模型， 对其品牌竞争力进行分析与研究，得出“全聚德”的品牌竞争力的现状，得出其发展 的优点与缺点。通过对“全聚德”品牌竞争力的总结，反思“ 中华老字号”企业， 对其品牌竞争力提出提升建议。 关键词： 老字号 品牌竞争力 消费者 ABSTRACT Chinese old brands have experienced the baptism of the history and culture, which is the precious heritage of national development with national culture and wisdom. Presently, the number of well-developed old enterprises in China only accounted for ten percent, and the most have experienced decline or disappeared in public view.Especially,after the Reform and Opening up and being a member of WTO, a large number of international brands have entered the domestic market grabbing market share. Therefore they are confront with serious situation. So the promotion of the competitive of the old brands are imminent. In the fierce market, consumers have become the market main body. Enterprises need to understand the industry dynamics,industry status and the internal environment of the enterprise. Business operators who are intend to get the favor of the consumers require comprehensive interpretation of consumer behavior in order to enhance the brand competitiveness to meet the needs of the consumers. The paper studies the present situation and problems of THE CHINESE OLD BRAND ,Quanjude as the example analyze and study the competitiveness. It is concluded that the advantages and disadvantages of its development through the present situation of Quanjude and summary its brand competitiveness. As a result , it is conclude that how to enhance the brand competitiveness of The Chinese Old Brand. Key words Old Brand competitiveness consumers 目 录 摘 要 ABSTRACT HYPERLINK \l _bookmark0 第一章 绪论 1 HYPERLINK \l _bookmark1 1.1 研究背景 1 HYPERLINK \l _bookmark2 1.2 研究目的与意义 2