摘  要：老字号品牌作为我国传统的文化品牌，其本身具备着较高的商业价值和文化价值，然而近几年却受到现代市场经济环境的影响，很多老字号品牌发展缓慢，有的甚至淡出了中国市场。本文将以扬州著名老字号品牌——富春包子为例，根据这几年它的发展情况分析，总结出这类老字号品牌陷入经济困境的原因，并运用品牌营销学知识提出促使其重新振作的相应对策：转变营销观念，积极创新；实施制度改革和创新、提高服务质量；加快产品更新速度、加强品牌传播力度；提高品牌意识，寻求政府帮助；开拓国际市场。最后做出总结，很多类似老字号品牌只有不断改革，坚持与时俱进，才能在竞争中保持长久发展，不断地将我国传统文化发扬光大。92419

毕业论文关键词：老字号品牌，富春包子，营销策略

Abstract：Old brand as a brand of China's traditional culture, its itself has a high commercial value and cultural value, in recent years, however, under the influence of the modern market economy environment, a lot of old brand development is slow, or even out of the China market。This article will in yangzhou famous old brand - inferior steamed stuffed bun, for example, based on the development of these years it analysis, summed up the economic difficulties for this kind of old brand of reason, and put forward its brand marketing knowledge refreshed corresponding countermeasures: changing the concept of marketing, positive innovation;Implementation of reform and innovation, improve the service quality;Speed up the product updates, strengthen the brand communication;Increase brand awareness, to seek government help;Develop the international market。Finally make a summary, a lot of similar old brand only continuous reform, insist on advancing with The Times, to achieve sustainable development in the competition, constantly will carry forward the traditional culture of our country。源F于K优B尔C论V文N网WwW.youeRw.com 原文+QQ752^018766

Keywords：Old brand, Fuchun baozi, transmission,The marketing strategy

目  录

1 引言 3

2 老字号品牌理论概述 3

2。1 老字号定义 3

2。2老字号品牌的特征 3

3 富春老字号品牌的发展分析 4

3。1 富春包子的品牌传承 4

3。2 现状以及问题 5

4 老字号品牌困境的原因分析 6

4。1 营销观念落后 6

4。2企业服务质量下降 7

4。3老字号产品更新慢 7

4。4品牌保护意识不强 7

4。5 国际化思想淡薄 8

5 老字号品牌摆脱困境的营销对策 8

5。1转变营销观念 8

5。2 提高服务质量 8

5。3加快产品更新速度 9

5。4加强品牌意识 9

5。5 开拓国际市场 10

结  论 11

参考文献 12

致  谢 13

1 引言来自优O尔P论R文T网WWw.YoueRw.com 加QQ7520`18766

现如今存留下来的老字号品牌大都经历了几百年的商业和手工业竞争，通过艰苦奋斗最终成为行业的佼佼者，它的品牌也是大家认同的的质量的保证。但随着经济的发展，每年都会有很多新品牌出现在中国这片大市场上，它们的口味，包装非常独特，新奇，严重影响了传统老字号的市场份额，到现如今，除少数的老字号仍保持活力外，绝大多数已经开始走下滑路线，少数甚至从市场激烈竞争中被无声消失的淘汰。