基于BLC理论的广西老字号品牌价值提升研究——以桂林三花酒为例

BLC-based Theory of the “Old” Brand Value Promotion Research——A Case Study of Guilin Sanhua Wine

文章以品牌生命周期理论(BLC)为视角,分析"中华老字号"桂林三花酒目前的品牌现状、问题及对策。认为从品牌成长过程看,桂林三花酒正处于品牌生命周期的成熟期,面临着成熟期各种问题的困扰。对成熟期的品牌,宜采取主动出击的策略,使成熟期延长。为此,要能够适应不断发展变化的外部环境,强化品牌质量意识、服务意识,树立品牌领导观念、维护观念。通过现代技术的创新、产品的创新打造良好的品牌形象,并采取切实有效的营销传播策略,广泛传播企业和品牌文化,用文化内涵来增加品牌价值。

Taking the brand life cycle theory （BLC）as a perspective, analysis the ＂old brand＂Guilin Sanhua wine＇ s current status, problems and solutions. From brand growth process, Guilin Sanhua wine is in the mature period of brand life cycle, faces with various problems in plagued maturity. For mature brand, It should adopt a proactive strategy that maturity extended. Therefore, we must be able to adapt to constantly changing external environment, and strength- en brand awareness of quality, service awareness, and establish brand leadership concepts, maintenance concept. Through modem technology innovation, product innovation to create a good brand image. And adopt effective market- ing communication strategy, widespread corporate and brand culture, with cultural connotation to increase brand value.