食品老字号源和堂品牌老化现状分析

摘要

According to the Ministry of Commerce statistics,70﹪Chinese time-honored brands in the emerge of itself and perish of itself operating state,20﹪to maintain the operation,only 10﹪ vigorous development.WHY The only reason is brand-aging.There is business disruption of yuanhetang,showing the inadaptability in market competition.Through the depth study of the history,the operating status and the consumer evaluation of Quanzhou time-honored brand -“Yuanhetang”,Analysis of brand aging phenomenon from 7 concepts such as brand management,brand positioning and well-known brands .%据商务部统计，70﹪的中华老字号处于自生自灭的状态，20﹪勉强维持，仅10﹪蓬勃发展。究其原因，品牌老化。品牌老化，是品牌知名度和美誉度下降导致品牌在市场中“受冷落”的现象。目前，源和堂经营上内外受困，表现出对市场竞争的不适应性。通过深度研究泉州百年老字号———“源和堂”蜜饯的历史、经营现状和消费者评价，从品牌管理理念、品牌定位、品牌知名播等七个方面，对源和堂品牌老化现象进行分析。