跨界营销:实现老字号品牌“活化”的新路径  

Crossover Marketing:a New Way to Realize Time-honored Brands Activation

作　　者：江七一 JIANG Qiyi(College of Big Data and Economic Management,Hefei Professional College of Economics and Technology,Hefei 230031,China)

机构地区：[1]合肥经济技术职业学院大数据与经济管理学院,合肥230031

出　　处：《成都工业学院学报》2025年第1期81-85,共5页Journal of Chengdu Technological University

基　　金：安徽省教育厅质量工程项目(2023cxtd250)。

摘　　要：针对老字号品牌面临的一系列营销困境:品牌形象缺乏现代感、品牌营销方式不够多元、品牌经营理念不能及时更新、品牌活动与消费者互动匮乏。论证老字号品牌可采用投入低、效果佳的跨界营销,以跨界营销实现老字号品牌的“活化”,可尝试选择适宜的对象跨界合作、持续输出多元化和高质量的跨界产品、多渠道联动做好跨界产品的整合营销。通过跨界营销使老字号品牌更加贴近市场,触达更多消费者。Some time-honored brands are facing marketing difficulties,such as the brand image lacks modern sense,the brand marketing method is not diversified enough,the brand management concept can not be updated in time,and the brand activities and consumer interaction are insufficient.The purpose of this paper is to demonstrate that time-honored brands can adopt crossover marketing with low investment and good effect to achieve the“activation”of time-honored brands,we can try to select appropriate objects for crossover cooperation,continue to export diversified and high-quality crossover products,and do a good job of integrated marketing of crossover products through multi-channel linkage.Through crossover marketing,the time-honored brand is closer to the market and reaches more consumers.

关 键 词：老字号品牌 活化 营销困境 跨界产品 整合营销 

分 类 号：F274[经济管理—企业管理] F273.2[经济管理—国民经济]