老字号的品牌信任及其建立策略研究——以凉茶行业为例.docxVIP

摘要 老字号品牌是我们中华民族的宝贵的特色商业资产，包含了地方民间传统文化的特点。但根据21世纪初的数据表明，国内现存的老字号品牌经营状况较好的仅占总数的百分之十，造成这种情况的原因有很多，主要原因是老字号品牌缺乏创新意识，品牌的价值不能与时俱进，影响了老字号品牌的健康发展。对老字号品牌价值的提升已成为老字号品牌企业的重要问题。 现代社会市场经济中，消费者是品牌价值提升的基本，老字号品牌让消费者认同，通过消费者的购买才能不断提升价值。从消费者购买决策来研究品牌价值的影响因素，给品牌价值提升的研究提供了一个突破口。老字号品牌想得到消费者的认同，需要全面了解现代消费者的行为习惯，为市场提供消费者需求的产品和服务，让消费者对于产品的期望值得到满足，甚至超过其期望的价值。 关键词:老字号;品牌价值;消费者;提升 ABSTRACT Laozihao brand is the precious characteristic commercial assets of our Chinese nation, including the characteristics of local folk traditional culture. But according to statistics from the beginning of the 21st century, domestic existing old brand operating better accounted for only ten percent of the total, there are many reasons that cause this situation, the main reason is that old brand lack of innovation consciousness, the value of the brand cant keep pace with The Times, has affected the healthy development of time-honored brands. The promotion of the brand value of the old brand has become an important issue for the old brands. In the modern social market economy, consumers are the basic of the brand value promotion, and the old brand brand makes consumers agree that the value can be continuously enhanced through the purchase of consumers. The research on brand value is a breakthrough in the study of the influence factors of brand value. Old brand to get consumers identity, need to fully understand the modern consumer behavior and consumer demand for the market of products and services, let consumer satisfied expectation for the product, even more than the value of his expectations. Key words: laozihao; Brand value; Consumer; ascension 目录 TOC \o 1-3 \h \u 1629 摘要 1 6467 目录 2 4389 第1章绪论 3 13871 1.1研究的背景 3 1455 1.2研究意义 4 27979 1.3 研究思路 4 15953 第二章 老字号品牌概述 5 21792 2.1老字号品牌的定义 5 20155 2.2 老字号品牌价值 5 21702 2.3 老字号品牌价值的构成 6 9023 第三章 老字号品牌发展的现状和困境--以凉茶行业为例 7 10870 3.1凉茶行业老字号发展现状 7 16285 3.2凉茶行业老字号发展遇到的问题 7 14257 第四章 老字号品牌价值提升策略 8 16652 4.1提升品牌创造力 8 18341 4.1.1老品牌创新的过程和技术 8