论新华书店的品牌活化策略

Research on the Brand Revitalization Strategy of Xinhua Bookstore

新华书店是我国图书文化事业中的老字号品牌,截至2017年,已走过80年的发展历史。在以科技和文化创新为支撑的新经济环境下,市场竞争日趋激烈,新华书店品牌逐渐呈现高认知度、低认可度的发展态势,品牌面临老化危机。本文借用国外学者针对老字号品牌重振提出的品牌活化理论,结合新华书店的品牌现状,提出适合新华书店品牌活化的发展策略。

Xinhua Bookstore, which has developed for eighty years, is one of the most famous old brands in Chinese culture industry. Under the new economy supported by technology and culture innovation, the book market competition is becoming more and more intensely. Xinhua Bookstore gradually shows a image of high degree of awareness but low recognition, facing a tough brand situation. This paper uses the theory of brand revitalization proposed by foreign scholars for the revitalization of old brands, analyzes the brand status of Xinhua Bookstore, and puts forward some development strategy for the brand revitalization of Xinhua Bookstore.