| 营销未来：“老字号”品牌的文化救赎 |
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| 引用本文： | 任志宏,潘昕.营销未来：“老字号”品牌的文化救赎[J].未来与发展,2011(10):94-96,93. |
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| 作者姓名： | 任志宏 潘昕 |
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| 作者单位： | 1. 山西财经大学工商管理学院,山西太原,030006
2. 金山软件有限公司,北京,100085 |
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| 摘 要： | 老字号传统品牌正面临着当前市场和未来市场的抉择与挑战：“80后”、“90后”“新消费人群”以及未来消费人群正在离老字亏传统品牌而远去。老字号传统品牌如何应对抉择与挑战，实现传统品牌的传承与救赎？老字号传统品牌必须主动地研究市场，清醒认识市场，营销未来。实施文化营销、科技营销、时尚营销、电子商务营销策略和传统文化与国际元素的融合策略。让我们的“老字号”传统品牌，生于历史，活在当下，传承未来!
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| 关 键 词： | 老字号传统品牌 新消费人群 消费趋向 营销未来 |
Look Forward to the Future:Cultural Redemption of Time-honored Brand |
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| REN Zhi-hong,PAN Xin.Look Forward to the Future:Cultural Redemption of Time-honored Brand[J].Future and Development,2011(10):94-96,93. |
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| Authors: | REN Zhi-hong PAN Xin |
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| Institution: | REN Zhi-hong1,PAN Xin2(1.Faculty of Business Administration of Shanxi University of Finance & Economics,Taiyuan Shanxi 030006,China,2.Kingsoft Corporation Limited,Beijing 100085,China) |
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| Abstract: | Time-honored brands are facing a special challenge in present and further market. 80＂s,90＇s and younger consumers have been getting away from the Classic Brands. How to better manage these business challenges and inherit the traditional brand culture？ Time-honored brands must carry out market research and look forward to the future, implement the cultural marketing strategy, technological marketing strategy, fashion marketing strategy and marketing strategy in Ebusiness. In addition, Classic enterprises need to integrate international Elements into traditional brand culture to adapt to the changing market demand. We wish our time-honored brand will be carried forward and developed in the future. |
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| Keywords: | time-honored brands young consumers consume tendency future marketing |
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