“中华老字号”品牌创新模式研究

华侨大学硕士学位论文“中华老字号”品牌创新模式研究姓名：徐新华申请学位级别：硕士专业：企业管理指导教师：吕庆华200905012009I2009II2009III“Chineseoldbrand”hasaprofoundculturalbackground,isanimportantcarrierofChinesebusinessculture,isaChinesebusinesselite,whichhasstronghistoricalandculturalandeconomicvalue.However,theminoritypartof“Chinatraditionalbrand”enterpriseswasstillmaintainingthevigor,theoverwhelmingmajorityhavealreadydisappearedfromthemarkettoday,brandinnovationisafundamentalrequirementfortherecoveryandactivationof“Chinatraditionalbrand”enterprise.Nowthemajorityof“China’soldbrand”haveweaksenseofbrandinnovation,putlittleeffortonbrandinnovateconstruction.Toarousethe“China’soldbrand”awarenessofbrandinnovationbuilding,lookingforexperiencefromthesuccessful“Chineseoldbrand”enterprises,theresearchonChineseoldbrand’sInnovationmodel,hasimportanttheoreticalvalueandpracticalsignificance.Relyingontheshouderofthefronters,thisthesisusesthemethodofdocumentsstudy,themethodofinterpretationofinductive,andthemethodofcombiningtheoreticalresearchandcasestudies,Hasthreemaininnovations:theinspectingandverifingthenecessityofbrandinnovationfor“Chineseoldbrand”enterprises,theestablishingofthe“Chineseoldbrand”enterprises’brandinnovationsystem,theestablishingofthe“Chineseoldbrand”enterprises’brandinnovation2009AbstractIVsupportivesystem.Themaincontentofthethesisareasfollowing:ThisthesisstartsfromtheconceptofBrandand“ChineseoldBrand”,hacklesthepastanalysisonthebrandagingmechanism,takingintoaccounttheincreasingcompetitivemarket,thespeedupofscientificandtechnologicalprogress,thevarietychangesinconsumers,theownagingofChina’soldBrandenterprisesallaspectsofthelatestchanges,emphasizesthebrandinnovationisurgentrequirementstotheChineseoldbrandenterprises.Furtheranalysisonthecurrentstatusabout“ChineseoldBrand”brandinnovation:mostofthe“ChineseoldBrand”enterprisesneglectinbrandinnovation,againsttheproblems,trytofindoutthedifferentdeepreasonsledtotheseproblems,suchasthereasonsofhistory,system,theChina’soldBrandown,andtheexternal.Thenestablishfourspecific“Chineseoldbrand”enterprises’brandinnovationmodel:Tcchnologicalinnovationmodel,Systemicinnovationmodel,Managinginnovationmodel,Marketinginnovationmodel,interpretthemeaningandstrengthsofeachmodel,aswellasusespecificcasestoverifythescopeofapplication.Finally,establishthe“Chineseoldbrand”enterprises’brandinnovationsupportivesystemintheperspectiveofthegovernment,enterprises,societyandmarket,pointoutallthedifferentfactouscandotosupportthe“Chineseoldbrand”enterprises’brandinnovationsystem,2009Venablethebrandinnovationmodelhavemorefeasibility.Chinatraditionalbrand;Brand;Brandinnovation;Model.1200911.[M].,2002:212.[J].,2004,(1)2009122009320091420095200916200972009182009920091102009112009212200913200921420091520092162009172009218200919200932020092120093222009232009324200925200932620092720093282009292009430200931200943220093352()20094342009352009436200937200943820093920094402009412009442200943200944420094520094462009472009448200949200955020095120095522009532009554200955200955662200963“中华老字号”品牌创新模式研究作者：徐新华学位授予单位：华侨大学本文读者也读过(10条)1.李耀中国老字号品牌重振策略研究[学位论文]20072.宋伟中华老字号企业文化建设研究[学位论文]20083.薛冰老字号保护与发展的研究[学位论文]20084.周翠丽北京老字号企业品牌竞争力提升研究[学位论文]20075.贾飞跃聚德华天老字号品牌战略研究[学位论文]20056.王君凤中华“老字号”的品牌国际化战略研究[学位论文]20087.周英姿武汉老字号的历史与振兴[学位论文]20088.孔美多零售业老字号品牌的老化与激活研究[学位论文]20089.何晗中国“老字号”企业品牌战略研究[学位论文]200610.陈蔚北京市老字号企业内部创新环境与创新能力研究[学位论文]2010本文链接：