Dissertation > Excellent graduate degree dissertation topics show

Based on consumer nostalgic old Chinese Brand Activation Strategy

Author: WangKeWen
Tutor: XuHuiQi
School: Qingdao University
Course: Business management
Keywords: China Time-honored Brand Consumer Nostalgia the Outdated Problem of Brand Brand Revitalization
CLC: F273.2
Type: Master's thesis
Year: 2011
Downloads: 417
Quote: 0
Read: Download Dissertation

Abstract


The outdated problem of China time-honored brand is not uncommon nowadays. Necessary adaptive measures must be taken to achieve the revitalization of China time-honored brand in comparison with foreign famous old brands. The brand assets of China time-honored brand are suitable for the use of consumer nostalgia in the process of the consumer perception, purchasing behavior and consumer loyalty. Therefore, this paper firstly summarizes previous studies of consumer nostalgia, its relationship with brand, the outdated problem of China time-honored brand and brand revitalization. Through which the deficiencies of previous studies and the importance of nostalgia for China time-honored brand are highlighted. Secondly, the causes of the outdated problem are analyzed from the aspects of market competition, consumer demand and brand itself; the advantages of China time-honored brand to implement revitalization measures are summarized from the aspect of the brand culture, management concept, brand story and consumer features. Thirdly, important experience of the nostalgic marketing is found through the analysis of Jiangning Guild Hall and China commune and the comparison between their nostalgic marketing measures. Finally, based on consumer nostalgia, several measures are made from the rebuilding of brand, reconstruction of product structure and revitalization of consumers. And the regional variations, industrial difference, the balance of nostalgia and innovation, and other factors must be considered at the same time. In addition, the types of consumer nostalgia, the measurement of nostalgia and the application of nostalgia in the process of revitalization of China time-honored brand still need further study. In conclusion, this study aims to guide the practice of the brand revitalization of China time-honored brand through theoretical research and case analysis.

Related Dissertations

  1. An Elementary Study of Revitalization Strategy of Chinese Time-honor Brand,F224
  2. Study on the Enterprise Culture Construction of China Time-honored Brand,F270
  3. Influence Factors on China Time-honored Brand Network Communication,F224
  4. Study on Revitalization of Shanghai Commercial Fashion Historical Brand,F426.86
  5. Research on Effect Relationship of the Innovation Resources Environment, Technological Innovation Capability and the Innovation Performance,F273.1
  6. Clouds of high - end brand personality cultural meanings of the,F273.2
  7. Industry Cluster Mode Promoting Self-owned Brands in Garment Companies,F273.2
  8. The Relationship Between R&D Expenditure and Growth in High and New Technology Enterprises Based on the Moderate Effect of the Characteristics of Corporate Governance,F273.1;F224
  9. The Study to the a Enterprise of the Brand Management Decision,F273.2
  10. AST has developed and applied new intercity transportation technology value analysis,F273.1
  11. China 's second-tier cities hotel the formulas apartment management company brand building,F273.2
  12. An Empirical Study on the Effect of Sponsorship on Brand Association,F273.2;F224
  13. An Empirical Study on the Effect of Developing Private Brand on Channel Power between Retailer and Supplier,F273.2;F224
  14. FMCG brand operating system research,F273.2
  15. Uncertain information environment Aggregate Production Planning Research and Application,F273
  16. Supplier Quality Management,F273.2
  17. The Study on Relationship between High-Tech Listed Company’s Board Characteristics and Technological Innovation Performance,F273.1;F224
  18. Web-based interactive brand communication research,F273.2
  19. Intellectual property issues in the merger,F273.4
  20. Hunan Yuan Heng Technology Development Co., Ltd. Lean production design and implementation,F273
  21. The Influence of Technology Capital Investment on Enterprise Growth,F273.1;F224
  22. HD firm order management problems and countermeasures,F273

CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
© 2012 www.DissertationTopic.Net  Mobile