中华老字号品牌竞争力提升对策研究.pdf

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1、ABSTRACTChineseoldbrandshaveexperiencedthebaptismofthehistoryandculture,whichisthepreciousheritageofnationaldevelopmentwithnationalcultureandwisdom.Presently,thenumberofwell-developedoldenterprisesinChinaonlyaccountedfortenpercent,andthemosthaveexperienceddeclineordisappearedinpublicview.Esp

2、ecially,aftertheReformandOpeningupandbeingamemberofWTO,alargenumberofinternationalbrandshaveenteredthedomesticmarketgrabbingmarketshare.Thereforetheyareconfrontwithserioussituation.Sothepromotionofthecompetitiveoftheoldbrandsareimminent.Inthefiercemarket,consumershavebecomethemarketmainbody.

3、Enterprisesneedtounderstandtheindustrydynamics,industrystatusandtheinternalenvironmentoftheenterprise.Businessoperatorswhoareintendtogetthefavoroftheconsumersrequirecomprehensiveinterpretationofconsumerbehaviorinordertoenhancethebrandcompetitivenesstomeettheneedsoftheconsumers.Thepaperstudie

4、sthepresentsituationandproblemsofTHECHINESEOLDBRAND,Quanjudeastheexampleanalyzeandstudythecompetitiveness.ItisconcludedthattheadvantagesanddisadvantagesofitsdevelopmentthroughthepresentsituationofQuanjudeandsummaryitsbrandcompetitiveness.Asaresult,itisconcludethathowtoenhancethebrandcompetit

5、ivenessofTheChineseOldBrand.KeywordsOldBrandcompetitivenessconsumers目录摘要ABSTRACT第一章绪论.............................................................11.1研究背景.........................................................11.2研究目的与意义...................................................21.3国内与国外研究现状......

6、.........................................31.4研究思路与方法...................................................3第二章品牌与品牌竞争力.................................................52.1品牌的内涵与品牌的属性...........................................52.2企业品牌竞争力的内涵.............................................72.3品牌竞争力的来

7、源分析.............................................8第三章“中华老字号”企业发展现状......................................123.1“中华老字号”企业界定标准......................................123.2“中华老字号”企业经营状况......................................133.3“中华老字号”品牌经营中出现的问题...........