老字号的品牌营销创新策略探讨.doc

摘要:老字号企业发展是当今行业探讨的热点，本文以老字号企业的品牌营销创新策略探讨为课题，紧密结合当前热点，首先介绍了老字号品牌发展的背景和品牌创新的必要性，然后分析了其在营销创新中存在的问题，即缺乏活力，故显老态；品牌内涵缺乏，定位不明显；缺乏现代营销理念和有效的品牌传播；缺乏法律保护。接着提出了老字号品牌的对策建议，即不断注入新的元素；提升品牌内涵，明确定位；增加现代营销观念，重视品牌广告传播；注重法律保护。最后得出结论，在多变的市场环境和消费者的选择下，老字号企业的发展，应在其传统特色的基础上不断探索，不断创新，不断发展，我国老字号企业也应根据自身的实际状况，顺应社会趋势的发展，“老中求新，新中求变”，只有做到老字号品牌的传承和品牌策略的创新，才能真正做到我国老字号品牌的振兴和发展。

关键词：老字号企业 品牌营销 创新策略

ABSTRACT:Time-honored brand enterprise development is a hot spot in today's industry is discussed, based on the old enterprise brand marketing innovation strategy study as the subject, closely combined with the current hot spots, first introduced the old name brand development background and the necessity of brand innovation, then analyzed the problems existing in the marketing innovation, namely the lack of vitality, so wearing well; Lack of connotation of the brand positioning is not obvious; The lack of modern marketing concept and effective brand communication; The lack of legal protection. And then put forward the countermeasures and Suggestions of time-honored brand, namely continuously inject new elements; Enhance the brand connotation, service orientation; Increase the modern marketing concept, pay attention to brand advertisement; Pay attention to legal protection. Finally came to the conclusion that under the changeful market environment and consumer choice, the development of time-honored brand enterprise, should be in its traditional features on the basis of constant exploration, innovation, continuous development, our old enterprises also should according to own actual situation, with the development of social trends, change "in the" new to the old, the new, only do old brand of inheritance and innovation of the brand strategy, can be truly revitalization and development of Chinese time-honored brand. 

Keywords：Time-honored brand enterprise ；brand marketing；innovation Strategy