Z世代消费理念下企业营销管理的品牌年轻化及转型路径研究--以好利来、贵州茅台为例  

Paths for Enterprise Marketing Management and Transformation in Brand Rejuvenation under the Consumption Concepts of Generation Z--Taking Holiland and Guizhou Maotai as Examples

作　　者：郭蓉 GUO Rong(North China University of Science and Technology Tangshan,Hebei 063210)

机构地区：[1]华北理工大学,河北唐山063210

出　　处：《中国商论》2023年第14期85-88,共4页China Journal of Commerce

摘　　要：随着新消费环境和消费需求的改变,很多老字号品牌在快速发展的市场环境中遇到了较大困境,品牌正逐渐朝着年轻化、品牌化、风格化的方向转型发展,从而更加适应未来消费市场的发展趋势。本文基于Z世代为代表的年轻消费群体的消费行为和消费特征,以好利来和贵州茅台企业为研究案例,为老字号品牌探索出更加适应未来市场的营销策略。最后,本文提出利用超级符号、场景化营销、赋予新的产品属性等营销手段,帮助老字号重振品牌,吸引年轻人的消费关注,打造个性化的品牌形象,从而获得更长远的发展。With the new consumer environment and changing consumer demands,many time-honored brands have encountered great difficulties in the rapid development of the market.Brands are gradually towards the direction of rejuvenated,branded,stylized transformation and development,to better adapt to the future development trend of the consumer market.This paper is based on the consumer behaviors and consumption characteristics of young consumers represented by Generation Z.Taking Holiland and Guizhou Moutai as the research cases,this article explores the marketing strategies for time-honored brands to adapt to the future market.Finally,it is proposed to employ marketing means such as making use of super symbols,scenario-based marketing,and giving new product attributes,which will help time-honored brands to reactivate their brands,attract young people’s consumption attention,and create personalized brand image,to achieve more long-term development.

关 键 词：品牌年轻化 Z世代消费者洞察 超级符号 4P营销策略 品牌转型 

分 类 号：F272[经济管理—企业管理]