| 浅析老字号白酒品牌的激活与创新——以衡水老白干为例 |
| |
| 引用本文： | 张洪玮.浅析老字号白酒品牌的激活与创新——以衡水老白干为例[J].科技情报开发与经济,2011,21(33):147-149. |
| |
| 作者姓名： | 张洪玮 |
| |
| 作者单位： | 衡水学院经济学与管理学系,河北衡水,053000 |
| |
| 基金项目： | 衡水学院2010年度校级科研重点课题“‘中华老字号’白酒企业战略品牌管理研究”(课题编号:2010010) |
| |
| 摘 要： | 在激烈的市场竞争中,有着悠久历史和独特品牌价值的老字号白酒品牌如何才能突破瓶颈,实现其品牌价值,进一步传承与发展,是众多老字号白酒品牌面临的重要问题。总结了衡水老白干在品牌建设方面的成功经验,希望为其他老字号白酒的品牌管理提供参考。
|
| 关 键 词： | 老字号白酒品牌 品牌管理 衡水老白干 |
Analysis on the Activation and Innovation of Old Liquor Brand——Taking Hengshui Old White Wine as an Example |
| |
| ZHANG Hong-wei.Analysis on the Activation and Innovation of Old Liquor Brand——Taking Hengshui Old White Wine as an Example[J].Sci-Tech Information Development & Economy,2011,21(33):147-149. |
| |
| Authors: | ZHANG Hong-wei |
| |
| Institution: | ZHANG Hong-wei |
| |
| Abstract: | In the intense market competition,how the old liquor brand with a long history and unique brand value to overcome bottlenecks,realize its brand value and make further inheritance and development has become an important problem in front of numerous old liquor brands.This paper sums up the successful experiences of Hengshui Old White Wine in brand construction for providing references for other old liquor brands in brand management. |
| |
| Keywords: | old liquor brands brand management Hengshui Old White Wine |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
