传统老字号的营销模式分析.docVIP

精品论文 参考文献 传统老字号的营销模式分析 哈尔滨广厦学院 市场营销 150025 　　【摘 要】传统老字号作为一代历史建筑的一个群体和历史文化的堆积，更是传统商业文化的象征。现如今曾经同样闻名于世的传统老字号如今各自有着天壤之别的发展，有的已经难寻踪影，有的平平淡淡逐渐走向衰落，但是有的老字号依旧在市场有着相当的市场竞争力，处于市场中的有利地位。 　　传统老字号一直在中国市场上发挥着重要作用，处于不可或缺的地位。一个好的老字号企业它不仅有自己的品牌特征，更要有好的营销模式。一个好的营销模式不仅可以给企业带来好的发展方向，更使得企业在随着市场的进步而进步，不会被淘汰。如果把企业比作车子，市场是道路，营销模式就是这辆车的设备。要想在市场这条道路上奔驰，这辆车就必须要随时根据道路的状况更换设备，营销模式也必须根据市场的状况而改变，才可以使企业在市场上走的更快、更稳、更远。 　　本文主要研究传统老字号的营销模式，传统老字号改变固有老旧的营销模式对其影响。是否适应现代市场，企业是否重新振兴起来。好的营销模式给传统老字号带来了哪些好处，传统老字号是否改变新的营销模式，针对销售渠道，产品，促销问题进行改善。 　　【关键词】传统老字号；营销模式；市场优势 　　Abstract：Traditional name of a shop as a generation of historical architecture group and the accumulation of history and culture, but also the symbol of traditional commercial culture. Now have the same famous traditional name of a shop now a world of difference between their respective development, some have been hard to find, some plain gradually decline, but some old is still in the market has a considerable market competitiveness, the advantageous position in the market. 　　Traditional old always plays an important role in the Chinese market, in a indispensable position. A good old enterprise it not only has its own brand characteristics, have a good marketing model. A good marketing model not only can bring a good development direction, makes the enterprise in progress along with the progress of the market, will not be eliminated. If compared the enterprise to the car, market is the way, the marketing mode is the equipment of this car. Want to in the market are running in the road, the car will have to change at any time according to the condition of the road equipment, marketing model must change depending on market conditions, can make the enterprise go faster and more stable in the market, further. 　　This article mainly studies the traditional old marketing mode, change the inherent old marketing mode of traditional name of a shop for its effects. Whether to adapt to the modern market, the enterprise whether or not to revive. Good ma