中华老字号品牌的生命周期研究

A Study of the Lifecycle of China Time-honored Brands

中文关键词:  老字号  品牌  生命周期  品牌演化  营销定位

英文关键词:time-honored brand  brand  lifecycle  brand evolution  marketing positioning

中文摘要:

      通过研究发现,中华老字号品牌有着不同于一般品牌的生命周期,其生命周期包括成长、成熟、老化和休眠四个阶段,并且每一个老字号品牌分别处于这四个阶段中的一个阶段。老字号品牌所处阶段不同,采取的营销对策也应该不同。即对于成长期的老字号品牌采取维持策略；对于成熟期的老字号品牌采取保健策略；对于老化的老字号品牌采取激活策略；对于休眠的老字号品牌则采取唤醒策略。无论采取何种策略,其核心都是打造品牌的竞争优势,即选择并实现一个营销定位点。

英文摘要:

      Research carried out by the author has found that unlike ordinary brands, China time-honored brands own a special lifecycle which includes four stages:growing up, maturity, aging and dormancy, and every time-honored brand is located in one of these four stages. Different marketing strategies should be applied to the time-honored brands in different stages. More specifically, maintenance strategy should be applied to those time-honored brands that remain growing up; mature time-honored brands are supposed to adopt the keeping-fit strategy; activation strategy should be adopted for those aging time-honored brands; as for the dormant time-honored brands, wakening strategy should be employed. No matter which kind of strategy is adopted by a time-honored brand, the core purpose is to increase its competitiveness, that is, to choose and achieve one marketing positioning point. 