發(fā)布時間：2018-01-02 17:20

  本文關(guān)鍵詞：中華老字號化妝品品牌轉(zhuǎn)型策略研究　出處：《南昌大學》2013年碩士論文　論文類型：學位論文

  更多相關(guān)文章： “老字號” 化妝品 品牌 轉(zhuǎn)型策略

【摘要】：“中華老字號”品牌自2006年正式得到認證后便有了極大的發(fā)展。而“老字號”里的化妝品業(yè)卻未曾得到人們的重視,行業(yè)自身發(fā)展阻礙重重。在錯過了許多歷史機遇的情況下,面對這外國化妝品品牌的沖擊,久負盛名的“中華老字號”化妝品品牌們該重拾自信,反思衰退原因,制定出科學有效的延伸戰(zhàn)略。 中華老字號化妝品品牌既是一種商業(yè)技藝,又是承載著文化、傳統(tǒng)、古典美學的文化現(xiàn)象。首先本文了解老字號化妝品的誕生歷史及發(fā)展概況,包括老字號名噪一時的輝煌故事和歷史發(fā)展過程中的變化,以及目前的經(jīng)營狀況；接著,按照中華老字號標準選取符合要求的化妝品品牌進行調(diào)研,對不同特色地域的受眾進行結(jié)構(gòu)化和半結(jié)構(gòu)化問卷調(diào)研,根據(jù)調(diào)研結(jié)果進行消費者研究分析、品牌認知分析等老字號化妝品品牌現(xiàn)狀的實證分析；最后,根據(jù)分析結(jié)論,得出老字號化妝品的乏力原因,并提出行之有效的轉(zhuǎn)型策略建議。 本文基于傳播學、廣告學、市場營銷學等視角進行探討,希望能將老字號化妝品行業(yè)引入研究熱點,從傳播學的角度探討品牌老化、乏力的原因,提出科學有效的借鑒策略。
[Abstract]:The brand of " Chinese old - size " has developed greatly since 2006 . The cosmetics industry in the " old word " has not received the attention of the people , and the development of the industry has hindered the weight . In the event of missing many historical opportunities , the cosmetics brand of " Chinese old Chinese characters " should be more confident and reflect on the cause of the recession , and formulate a scientific and effective extension strategy . The brand is not only a commercial technique , but also a cultural phenomenon that carries cultural , traditional and classical aesthetics . First of all , we find out the birth history and development of the old - character cosmetics , including the changes in the history and the history development of the old - character cosmetics . Then , according to the research results , the author makes an empirical analysis of the present situation of the old - character cosmetics brands such as consumer research and analysis , brand awareness analysis and so on . Finally , according to the analysis conclusion , the reasons for the weakness of the old - character cosmetics are obtained , and the effective transformation strategy suggestion is proposed . This paper discusses the reasons of brand aging and fatigue from the perspective of communication , and puts forward a scientific and effective reference strategy based on the perspectives of communication , advertising and marketing .

【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.72

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本文編號：1370190