北京老字号品牌策略研究

北京老字号是北京的城市名片,是构成北京城市文化的重要因子。经过30余年改革开放的市场竞争洗礼,环境、市场都发生了巨大变化,势必对北京老字号品牌的塑造及扩展提出许多新的挑战。面对新的情况,企业及政府应采取相应的对策,使北京老字号品牌能够更好地为北京的发展增光添彩。本文对北京老字号的现状进行了探讨,并对北京老字号品牌进行了全面的SWOT分析。在此基础上,一方面从品牌定位、营销模式和品牌文化的创新等微观层面针对北京老字号企业提出了建议;另一方面从提供发展环境及与文创产业、地理标志品牌塑造、与文化遗产品牌相结合等方面提出了面向政府的建议。

Beijing＇s time -honored brands, the city cards of Beijing, are the important factors of the Beijing urban culture. After more than 30 years of reform and opening - up, great changes which have taken place in the market and competition environment are bound to put forward many new challenges for Beijing＇ s time- honored brands＇ shaping and extension. Facing the new environment, the enterprises and the government should take corresponding countermeasures to make Beijing＇ s time - hon- ored brands glorify the development of Beijing better. In this paper we discussed the present situation of Beijing time - hon- ored brand and made a comprehensive SWOT analysis on it. Then, on one hand, this paper gives advice to Beijing old en- terprises from brand positioning, marketing model and brand culture innovation in the micro level; and on the other hand, proposals are put forward for the government from providing development environment and combination with the culture and creative industry, branding of geographical indication, cultural heritage brand and so on.