摘要
日化行业老字号目前面临老化的危机,本文以百雀羚为例,结合品牌资产激活的CEEB模型和品牌激活的4A要素,研究复古品牌品牌激活的策略模型,并依据此模型总结出可行的复古品牌品牌激活策略,同时探索复古品牌在品牌激活过程中怀旧元素的作用机理和新旧元素的融合机制。
Time-honored brands in the cosmetic industry are facing brand outdated. By studying Pechoin, which is a retro brand, to research the policy model of the retro brand’s brand revitalization and explore the fusion mechanism of old-new elements and the mechanism of nostalgic elements in brand revi-talization. In this study, the CEEB model of revitalizing brand equity and the 4A-elements of brand revitalization will be used.
出处
《广义虚拟经济研究》
2014年第3期65-73,共9页
Research on the Generalized Virtual Economy
基金
广义虚拟经济研究专项资助项目[项目编号:GX2013-1007(M)]
国家自然科学基金项目(70802012)
关键词
老字号
品牌激活
品牌资产
百雀羚
Time-Honored brands
brand revitalization
brand equity
Pechoin
