市场营销中品牌老化问题及重塑策略
摘 要
在当今快速变化的市场环境中，品牌作为企业与消费者之间的重要桥梁，其生命力和竞争力直接关系到企业的生存和发展。本文通过梳理品牌老化理论、品牌生命周期理论和品牌重塑理论，为后续研究奠定理论基础。随后，本文深入分析了品牌老化问题的四个主要方面：品牌形象老化、品牌定位模糊、营销策略失效以及产品创新不足，并详细阐述了每个方面的问题表现及其对企业的影响。针对这些问题，本文提出了相应的品牌重塑策略，包括重塑品牌形象、明确品牌定位、创新营销策略以及推动产品创新等。通过实施这些策略，企业可以有效应对品牌老化问题，提升品牌竞争力，延长品牌生命周期，进而实现可持续发展。本文的研究不仅丰富了品牌管理理论，还为企业实践提供了有益的指导和借鉴。
关键词：品牌老化；市场营销；品牌形象
BRAND AGING PROBLEM AND REMODELING STRATEGY IN MARKETING
ABSTRACT
In today's rapidly changing market environment, the brand, as an important bridge between enterprises and consumers, its vitality and competitiveness are directly related to the survival and development of enterprises. By sorting out the brand aging theory, brand life cycle theory and brand remodeling theory, this paper lays a theoretical foundation for the subsequent research. Subsequently, this paper deeply analyzes the four main aspects of the problem of brand aging: aging of brand image, fuzzy brand positioning, marketing strategy failure and lack of product innovation, and elaborated the performance of each aspect of the problem and its impact on the enterprise. In view of these problems, this paper puts forward the corresponding brand remodeling strategies, including reshaping brand image, clarifying brand positioning, innovative marketing strategy and promoting product innovation. By implementing these strategies, enterprises can effectively deal with the problem of aging brand, enhance the brand competitiveness, extend the brand life cycle, and then achieve sustainable development. The research of this paper not only enriches the theory of brand management, but also provides useful guidance and reference for enterprise practice.
KEY WORDS：Brand aging; marketing; brand image
目 录
摘 要 I
ABSTRACT II
第1章 绪论 1
1.1 研究背景及意义 1
1.2 国内外研究现状 1
第2章 相关理论概述 3
2.1 品牌老化理论 3
2.2 品牌生命周期理论 3
2.3 品牌重塑理论 3
第3章 品牌重塑的重要性 4
3.1 适应市场变化的需求 4
3.2 提升品牌竞争力 4
3.3 延长品牌生命周期 4
第4章 品牌老化问题分析 5
4.1 品牌形象老化 5
4.2 品牌定位模糊 5
4.3 营销策略失效 5
4.4 产品创新不足 6
第5章 品牌重塑策略 7
5.1 重塑品牌形象 7
5.2 明确品牌定位 7
5.3 创新营销策略 8
5.4 推动产品创新 8
第6章 结论 10
参考文献 11
致 谢 12
摘 要
在当今快速变化的市场环境中，品牌作为企业与消费者之间的重要桥梁，其生命力和竞争力直接关系到企业的生存和发展。本文通过梳理品牌老化理论、品牌生命周期理论和品牌重塑理论，为后续研究奠定理论基础。随后，本文深入分析了品牌老化问题的四个主要方面：品牌形象老化、品牌定位模糊、营销策略失效以及产品创新不足，并详细阐述了每个方面的问题表现及其对企业的影响。针对这些问题，本文提出了相应的品牌重塑策略，包括重塑品牌形象、明确品牌定位、创新营销策略以及推动产品创新等。通过实施这些策略，企业可以有效应对品牌老化问题，提升品牌竞争力，延长品牌生命周期，进而实现可持续发展。本文的研究不仅丰富了品牌管理理论，还为企业实践提供了有益的指导和借鉴。
关键词：品牌老化；市场营销；品牌形象
BRAND AGING PROBLEM AND REMODELING STRATEGY IN MARKETING
ABSTRACT
In today's rapidly changing market environment, the brand, as an important bridge between enterprises and consumers, its vitality and competitiveness are directly related to the survival and development of enterprises. By sorting out the brand aging theory, brand life cycle theory and brand remodeling theory, this paper lays a theoretical foundation for the subsequent research. Subsequently, this paper deeply analyzes the four main aspects of the problem of brand aging: aging of brand image, fuzzy brand positioning, marketing strategy failure and lack of product innovation, and elaborated the performance of each aspect of the problem and its impact on the enterprise. In view of these problems, this paper puts forward the corresponding brand remodeling strategies, including reshaping brand image, clarifying brand positioning, innovative marketing strategy and promoting product innovation. By implementing these strategies, enterprises can effectively deal with the problem of aging brand, enhance the brand competitiveness, extend the brand life cycle, and then achieve sustainable development. The research of this paper not only enriches the theory of brand management, but also provides useful guidance and reference for enterprise practice.
KEY WORDS：Brand aging; marketing; brand image
目 录
摘 要 I
ABSTRACT II
第1章 绪论 1
1.1 研究背景及意义 1
1.2 国内外研究现状 1
第2章 相关理论概述 3
2.1 品牌老化理论 3
2.2 品牌生命周期理论 3
2.3 品牌重塑理论 3
第3章 品牌重塑的重要性 4
3.1 适应市场变化的需求 4
3.2 提升品牌竞争力 4
3.3 延长品牌生命周期 4
第4章 品牌老化问题分析 5
4.1 品牌形象老化 5
4.2 品牌定位模糊 5
4.3 营销策略失效 5
4.4 产品创新不足 6
第5章 品牌重塑策略 7
5.1 重塑品牌形象 7
5.2 明确品牌定位 7
5.3 创新营销策略 8
5.4 推动产品创新 8
第6章 结论 10
参考文献 11
致 谢 12
