越商老字号品牌创新的战略取向——以绍兴黄酒老字号为例

The Strategic Orientation of Yue-merchant Old Brand Innovation——An Illustrative Study of Shaoxing Rice Wine

营销环境的变迁决定了营销战略的未来方向。当前中国与世界的形势变化,决定了绍兴黄酒老字号在品牌创新过程中需要采纳的战略取向,即坚持品牌遗产的传承,努力实现品牌国际化,努力实现品牌的时尚化与年轻化,努力实现品牌的高端化,努力实现品牌与产品的大众化与普及化。

Marketing strategic orientation is dependent on environmental changes. The current situation changes of China and the world determines the orientations in old brand innovation of Shaoxing Rice Wine, namely, persisting in brand heritage, attempting to achieve brand internationalization, friendliness towards fashion and youth, high - end orientation and popularization.