体验营销视域下安徽老字号品牌竞争力提升策略研究  

A Study on Brand Competitiveness Enhancement Strategies for Anhui Time-honored Brands under the Perspective of Experiential Marketing

作　　者：邵金花 赵美玲 Shao Jinhua;Zhao Meiling(School of Humanities and Social Sciences,Anhui University of Science&Technology,Huainan,Anhui 232001;China School of Tourism,Hainan Tropical Ocean University,Sanya,Hainan 572022)

机构地区：[1]安徽理工大学人文社会科学学院,安徽淮南232001 [2]海南热带海洋学院旅游学院,海南三亚572022

出　　处：《中国商论》2024年第20期20-24,共5页China Journal of Commerce

基　　金：安徽理工大学人才引进基金项目“体验经济视角下移动购物体验评价体系构建与提升策略研究”(2023yjrc30)阶段性成果;海南热带海洋学院人才引进基金项目“植入广告视角下三亚高端酒店形象提升策略研究”(RHDRC202211)阶段性成果。

摘　　要：安徽老字号品牌在安徽省实体经济的发展中做出了突出贡献,随着我国经济的快速发展,很多老字号面临着经营困难甚至破产的尴尬局面。基于体验营销理论,本文应用SWOT分析法对安徽老字号经营现状进行深入分析,并结合体验营销理论从品牌知名度、品牌定位、品牌创新、产业融合、品牌传播等方面提出发展策略,以提高安徽老字号品牌竞争力。Time-honored brands in Anhui have played a prominent role in the development of the province’s real economy.However,as China’s economy rapidly advances,many of these brands face operational difficulties and,in some cases,even the risk of bankruptcy.Based on experiential marketing theory,this paper employs SWOT analysis to conduct an in-depth examination of the current business conditions of Anhui’s time-honored brands.In line with experiential marketing principles,it proposes strategies to enhance brand competitiveness by focusing on brand awareness,positioning,innovation,industry integration,and communication.

关 键 词：体验营销 安徽老字号 品牌竞争力 SWOT分析 品牌定位 品牌知名度 

分 类 号：F063.2[经济管理—政治经济学]