摘 要
随着消费升级和市场竞争加剧，老字号品牌在年轻化转型中面临诸多挑战。本研究旨在探讨老字号品牌在年轻化过程中遭遇的困境，并提出针对性的解决对策。通过文献分析与案例研究相结合的方法，选取多个具有代表性的老字号品牌进行深入剖析，发现其在品牌形象老化、产品创新不足、数字化营销能力欠缺等方面存在显著问题。老字号品牌的年轻化转型需要从文化传承与现代需求的平衡出发，强化品牌故事的创新表达，优化产品设计以迎合年轻消费者偏好，充分利用社交媒体平台提升互动性和传播效果。本研究的创新点在于将传统文化价值与现代消费趋势有机结合，提出了“文化赋能+技术驱动”的双轨策略，为老字号品牌的可持续发展提供了理论支持与实践指导。研究结论对其他传统企业在面对类似转型难题时亦具有重要参考价值，有助于推动中华优秀传统文化在新时代背景下的传承与发展。
关键词：年轻化转型；老字号品牌；文化赋能
Challenges and Strategies in the Youth-Oriented Transformation of Time-Honored Brands
英文人名
Directive teacher:×××
Abstract
With the upgrading of consumption and the intensification of market competition, time-honored brands face many challenges in the transformation of young people. The purpose of this study is to explore the difficulties encountered by time-honored brands in the process of youth development, and to propose specific solutions. Through the combination of literature analysis and case studies, a number of representative time-honored brands are selected for in-depth analysis, and it is found that there are significant problems in the aging of brand image, insufficient product innovation and lack of digital marketing ability. The transformation of time-honored brands needs to start from the balance of cultural inheritance and modern needs, strengthen the innovative ex pression of brand stories, optimize product design to cater to the preferences of young consumers, and make full use of social media platforms to enhance interaction and communication effects. The innovation of this research lies in the organic combination of traditional cultural values and modern consumption trends, and puts forward the dual-track strategy of "culture empowerment + technology drive", which provides theoretical support and practical guidance for the sustainable development of time-honored brands. The research conclusions also have important reference value for other traditional enterprises when facing similar transformation problems, and help to promote the inheritance and development of Chinese excellent traditional culture in the new era.
Keywords: Youngization Transformation；Time-Honored Brand；Cultural Empowerment
目 录
引言 1
一、老字号品牌年轻化转型的背景与意义 1
(一)老字号品牌的定义与特征 1
(二)年轻化转型的时代背景 2
(三)研究老字号转型的意义 2
二、老字号品牌年轻化转型的主要困境 3
(一)品牌形象老化问题 3
(二)消费者认知偏差分析 3
(三)数字化能力不足挑战 4
三、老字号品牌年轻化转型的关键驱动因素 4
(一)产品创新对转型的作用 4
(二)营销策略的现代化探索 5
(三)文化传承与创新的平衡 5
四、老字号品牌年轻化转型的具体对策研究 6
(一)构建年轻化品牌形象策略 6
(二)提升数字化运营能力路径 7
(三)强化消费者互动与体验设计 7
结论 8
参考文献 9
致谢 9
