老字号品牌年轻化策略研究——以片仔癀为例

Study on the Rejuvenation Strategy of Time-Honored Brands——Taking Pien Tze Huang as an Example

中华老字号品牌历史悠久,文化底蕴深厚,深受人们喜爱。但是在新的经济发展形势下,中华老字号企业经营状况日渐渐衰败,与新时代的消费者需求缺乏融合性,研究显示,大部分老字号已经进入品牌老化的过程中。所以在新的历史时期,这些有着独特品牌价值的老字号企业急需解决的一个重要问题就是如何让品牌年轻化。本文研究的老字号品牌片仔癀是一家复合型健康企业,主要经营片仔癀系列药品,在发展过程中,也逐渐出现品牌老化的现象。所以本文将主要分析中华老字号品牌片仔癀的品牌年轻化问题,从品牌酷感、品牌真实性、品牌独特性、品牌认同感、品牌幸福感五个方面提出相应的策略建议,为老字号品牌实现品牌年轻化提供理论依据。

Chinese time-honored brands have profound cultural heritages,which are deeply loved by people.However,under the new economic development situation,the management status of Chinese time-honored enterprises is declining day by day due to their lack of integration with the needs of consumers in the new era.Research shows that most time-honored enterprises have entered the stage of brand aging.Therefore,in the new historical period,an important problem that these time-honored enterprises with unique brand value need to solve urgently is how to rejuvenate their brands.The brand Pien Tze Huang studied in this paper is a compound health enterprise,which mainly deals in Pien Tze Huang series pharmaceuticals.In the process of development,the brand is gradually aging.Therefore,the brand rejuvenation of Pien Tze Huang is analyzed herein,and corresponding strategies are put forward from five aspects:brand coolness,brand authenticity,brand uniqueness,brand identity and brand happiness,so as to provide theoretical basis for the brand rejuvenation of time-honored Chinese brands.