中华老字号品牌资产增值——一个创新与怀旧契合的案例分析  

How to Improve Brand Equity of Chinese Time-honored Enterprises:A Case Analysis of Combination of Innovation and Nostalgia

作　　者：张莹[1,2] 孙明贵[1] 

机构地区：[1]东华大学旭日工商管理学院,上海200051 [2]安徽财经大学商务学院,安徽蚌埠233030

出　　处：《当代经济管理》2010年第4期21-25,共5页Contemporary Economic Management

基　　金：上海市教委科研创新基金重点项目(09ZS71)的阶段性研究成果

摘　　要：当前多数老字号品牌发展停滞,品牌资产不断流失,维护与提升老字号品牌资产变得迫切而且必要。文章结合老字号品牌复兴的创新和怀旧理论,分析了王老吉品牌资产增值的策略选择和启示。通过个案研究发现,王老吉在传承品牌精髓和其他独特品牌元素的基础上,运用营销创新获得品牌经营的成功,这对其他老字号品牌复兴具有借鉴意义。Facing the situation that most time-honored brand value declined and stagnated, and brand assets drained ceaselessly, it is urgent and necessary to enhance time-honorcd brand equity and to revitalize the old brands. This research analyzes how to improve the brand equity using theories of innovation and consumer nostalgia. The case reveals that Wanglaoji realizes the increment of brand equity by marketing innovation on the basis of inheriting unique brand culture and history by nostalgia, which gives reference to other time-honor brands.

关 键 词：中华老字号 营销创新 怀旧 品牌资产 

分 类 号：F270[经济管理—企业管理]