中华老字号品牌形象对客户忠诚度影响的研究

发布时间：2018-06-03 07:06

本文选题：中华老字号品牌形象 + 品牌忠诚度　；参考：《商场现代化》2016年18期

【摘要】：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。
[Abstract]:This article uses the literature review way, taking Lao Fengxiang as an example, bravely divides the Chinese old brand image into four dimensions, namely, the company image dimension, the prestige image dimension, the inheritance image dimension and the emotional image dimension. This paper analyzes the brand image of Chinese old brand from four dimensions, and concludes that Chinese old brand has certain influence on customer loyalty. It is pointed out that China's old brand can enhance its brand image by improving publicity, brand protection, improving sales channels and upgrading its products so as to enhance customer loyalty. Finally, it is concluded that the brand image of old Chinese brands should promote its unique historical value and cultural value, at the same time, do a good job of the quality of the product itself, keep up with the trend of development of the times. Only when both of them are taken into account, can the long-term development be achieved.
【作者单位】：安徽财经大学;
【分类号】：F273.2;F274

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