品牌联合:中华老字号的市场拓展之道——以山西平遥牛肉为例

Co-Branding:China’s Time-Honored Brand——Ping Yao Beef Road of Market Development

在激烈的市场竞争中,中华老字号——平遥牛肉的处境十分悲观,在系统地介绍了品牌联合的理论知识的基础上,试图从品牌联合的角度探索平遥牛肉企业开拓市场的新出路。平遥牛肉企业可以通过企业联盟避免"公地危机"的发生,运用山西多种特产捆绑销售和名城携名产,名产衬名城的"古城+老字号"联合营销等品牌联合的方式来拓展平遥牛肉的市场空间。

In the fierce market competition, the prospect of China’s time-honored brand——Ping Yao Beef is very pessimistic. On the basis of systematically introducing the concept of co-branding, the paper tries to find a new approach for Ping Yao Beef enterprises to expand the market. For example, Ping Yao beef enterprises can unite a integration to avoid joint-use effect, and we can use a variety of Shanxi product bundling together, and Famous Cities carrying China’s time-honored brand, and China’s time-honored brand lining the city, "old city + China’s time-honored brand" and so on. Through these methods, we can expand the marker space of Ping Yao beef.