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本文运用文献回顾的方式,以老凤祥为例,大胆的将中华老字号品牌形象分为四个维度,即公司形象维度、声望性形象维度、传承性形象维度和情感性形象维度,从四个维度对中华老字号的品牌形象进行分析,得出中华老字号品牌对客户忠诚度有一定的影响。提出中华老字号品牌可以通过提高宣传、品牌保护、完善销售渠道、进行产品升级等方面加强品牌形象从而提升客户忠诚度。最后得出结论,中华老字号品牌形象应在推广其独特的历史价值和文化价值的同时做好产品本身的质量,跟上时代发展潮流,只有二者兼顾,才能做到长远发展。
This article uses the method of literature review, taking Lao Fengxiang as an example, boldly divides the Chinese old brand image into four dimensions, that is, the corporate image dimension, the prestige image dimension, the inheritance image dimension and the sentimental image dimension. China’s old brand image analysis, come to the old Chinese brands have a certain impact on customer loyalty. Proposed that the old brand of China can enhance customer loyalty through enhancing brand image by improving publicity, brand protection, perfecting sales channels and product upgrading. Finally, we conclude that the brand image of China’s aging brand should promote the quality of the product itself while promoting its unique historic and cultural values. Only by combining the two can we achieve long-term development.