| “老字号”品牌激活的策略研究 |
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| 引用本文： | 黄桂红,谢军. “老字号”品牌激活的策略研究[J]. 赣南师范学院学报, 2008, 29(1): 104-107 |
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| 作者姓名： | 黄桂红 谢军 |
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| 作者单位： | 赣南师范学院商学院,江西,赣州,341000 |
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| 摘 要： | 在当今商业竞争越来越剧烈的环境下,"老字号"品牌普遍面临着严峻的挑战,"老字号"的生存与发展备受各方人士的关注。"老字号"身陷发展困境的原因有产品受地域限制、品牌定位不科学、品牌价值提升不足及缺乏有效的品牌传播。激活"老字号"应从品牌重新定位、品牌延伸和提升"老字号"品牌价值等方面着手,并营造良好的品牌发展环境。
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| 关 键 词： | “老字号” 品牌管理 品牌激活 |
| 文章编号： | 1004-8332(2008)01-0104-04 |
| 修稿时间： | 2007-08-30 |
The Study Of Chinese Traditional Brand Activation |
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| HUANG Gui-hong,XIE Jun. The Study Of Chinese Traditional Brand Activation[J]. Journal of Gannan Teachers' College(Social Science(2)), 2008, 29(1): 104-107 |
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| Authors: | HUANG Gui-hong XIE Jun |
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| Affiliation: | HUANG Gui-hong; XIE Jun(School of Business; Gannan Normal University; Ganzhou 341000; China); |
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| Abstract: | In today's more and more severe competitive cincumstance the Traditional Brand marks face great challenges.And people of all fields pay attention to the existance and development of Traditional Brand.The Traditional Brand are put into trouble because of the restriction of fields of products,improper orientation of good marks,under-evaluation of marks and the publicity of good marks of products.Revitalization of the Traditional Brand should be based on re-orientation,extention of good marks,and development of envionment for good marks of Traditional Brand. |
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| Keywords: | Chinese traditional brand brands management brand revitalization |
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