基于蜂窝模型对“老干妈”品牌形象的重塑策略研究

A Study on the Rebranding Strategy of“Lao Gan Ma”Based on the Honeycomb Model

在新媒体发展迅速的时代,具有一定知名度的“老干妈”市场被行业内其他竞争者大幅抢占,“老干妈”亟待品牌形象的重塑。本文基于电通蜂窝模型,通过AHP问卷和满意度问卷的方式展开调研,围绕“老干妈”的核心价值,从品牌文化、价值观念、情感利益、功能利益、个性风格、识别系统六个角度分析“老干妈”的品牌形象。本文通过数据浅析“老干妈”在品牌形象传播中的薄弱点,并提出“老干妈”在目前发展中存在的诸多问题,探讨针对“老干妈”的品牌形象重塑及传承创新策略,以期为其发展传承助力。

In the era of rapid development of new media,The well-known"Laoganma"market has been seized by other competitors in the industry."Laoganma"urgently needs to rebuild its brand image.Method Based on the Dentsu Honeycomb model,the research was carried out by means of an AHP questionnaire and a satisfaction questionnaire to analyse the brand image of Lao Gan Ma from six perspectives:brand culture,values,emotional benefits,functional benefits,personality style and identity system.Results Weaknesses in the communication of the brand image of"Lao Gan Ma"are analysed through data,and many problems in the current development of"Lao Gan Ma"are summarised.Conclusion In this way,we discuss the rebranding and heritage innovation strategies for Lao Gan Ma,and help to develop its heritage.