摘 要

随着我国进入新时代,居民消费水平日益增长,老字号品牌的发展问题逐渐开始被广大群众所关注，在商品种类繁多的今天，以稻香村为例的老字号存在着逐渐被年轻消费者忘记的威胁，但是新媒体的出现让老字号品牌的发展出现了新的转机。本文通过大量查阅资料的方法，了解到稻香村现有的品牌推广策略主要有口碑营销、文化体验式营销等，虽然在不断的进行创新，不断的与新媒体合作，但是新媒体的作用并没有完全的被发挥出来。通过对稻香村现有的营销策略和发展现状的分析，提出了利用情感营销和病毒营销的两种品牌推广策略，都是在利用老字号本身口碑好的基础上，利用新媒体传播快，接触的流量多的特点进行品牌推广。本文在一定程度上拓展为老字号品牌在当今社会的发展策略。

关键词：新媒体；老字号品牌；品牌推广

ABSTRACT

Along with our country entering the new era, the residents' consumption level,increasing the development of the old brand problems gradually began to be the concern of the broad masses, today, in a wide variety of goods,in order to exist in rice fragrant village as an example of theold by young consumers gradually forget the threat, but the emergence of new media to the development of the old brand new. Through a large amount of information consulting,this paper learned that the existing brand promotion strategies of Daoxiang Village mainly include word-of-mouth marketing and cultural experiential marketing, etc. Although it is constantly innovating and cooperating withnew media, the role of new media has not been fully played. Through the analysis of the existing marketing strategies and development status of Daoxiang Village, two brand promotion strategies of emotional marketing and viral marketing are put forward. Both strategies are based on the good reputation of time-honored brands and the characteristics of fast communication of new media and large amount of contact with the brand. To a certain extent,this paper expands the development strategy of time-honored brands in today's society.

Key words: new media; Time-honored brand; brand promotion

 

目录

一、“稻香村”的发展现状分析 4

（一）“稻香村”的品牌发展现状 4

（二） 消费者分析 5

二、“稻香村”现有品牌推广策略分析 6

（一）注重产品质量和口碑 6

（二）稻香村+互联网+ 6

（三）传承中创新 7

（四）文化体验式营销 8

三、新媒体的发展对“稻香村”品牌推广的影响 9

（一）“稻香村”在新媒体背景下遇到的机会 9

（二）新媒体给“稻香村”带来的挑战 9

四、新媒体背景下对“稻香村”品牌推广策略建议 10

（一）情感营销 10

（二）病毒营销 10

（三）体验营销升级 11

五、结论 12

参考文献 13

致谢 14