天津老字号品牌发展现状调查与振兴之见解

Opinions of Situation Investigation and Promotion of Tianjin Old Shop Brand Development

通过对天津市老字号品牌全面的问卷和访谈调查,分析了天津市老字号品牌的现状和问题,认为多数天津市老字号品牌仍存在较大的品牌知名度和美誉度,具有进一步发掘和提升其品牌价值的机遇,同时也面临着品牌价值迅速衰减的风险。在此基础上,本文提出了基于品牌生命周期相关理论的天津市老字号品牌振兴对策,从产品创新、现代企业制度建立、营销推广等方面加快天津市老字号品牌的重新崛起和持续发展。

Through a comprehensive survey by questionnaire and interviews, we have a clear analysis of Tianjin old brand current status and problems. The majority of Tianjin old brand still own high reputation and can be further explored so as to enhance its brand value. However,much of them is also faced with the risk of rapid attenua tion. On this basis, in this paper, based on the brand life--cycle theory we give the revitalization measures for Tianjin old brand and speed up the Tianjin old brand re--emergence and sustainable development from such measures as product innovation, establishment of modern enterprise system and marketing promotion.