商务传媒学院知识库

随着网络技术和社会经济的迅猛发展，品牌营销环境正在经历一场巨大的变化。市场营销观念从传统的生产观念、产品观念和推销观念过渡到现代的市场和社会营销观念，由“生产者社会”向“消费者社会”转变。居民收入和消费水平的提高，人们的消费方式、消费习惯和消费观念也在进行转变与升级。品牌营销环境的变化，中国日益呈现出“消费社会”的特点，使我国部分本土品牌在发展过程中暴露了一系列问题，如品牌形象僵化、定位模糊、受众老龄化等，这些都是品牌老化的表现。中国的本土品牌如何打破“品牌老化”，让品牌焕发生机与活力，长期活跃在市场上，已经成为当前营销界所讨论的一个重要话题。

本文以中国本土品牌年轻化战略为基础，以消费文化的相关理论概念为支撑，用消费文化的特点来对品牌年轻化现象进行了分析，并对其产生的作用进行剖析。本课题拟从品牌定位的“年轻化”、品牌形象的“年轻化”、品牌产品的“年轻化”、品牌沟通体系的“年轻化”、品牌传播的“年轻化”、品牌营销的“年轻化”六个维度展开,运用文献分析法、个案分析法和调查问卷法，对品牌的年轻化战略进行实证分析。本论文旨在将品牌“年轻化”战略的分析置于消费文化的背景下，分析其所蕴含的消费特征、文化语境等方面，力图从中国本地的品牌的年轻化的具体案例入手，为中国品牌的年轻发展提供一定的思考和参考。

With the rapid development of network technology and social economy, the brand marketing environment is undergoing a huge change. Marketing concept from the traditional production concept, product concept and marketing concept transition to the modern market and social marketing concept, from the "producer society" to the "consumer society" change. The income and consumption level of the population has increased, people's consumption patterns, consumption habits and consumption concepts are also undergoing transformation and upgrading. The changes in the brand marketing environment and the growing characteristics of China's "consumer society" have exposed some of China's local brands to a series of problems in the development process, such as rigid brand image, blurred positioning and aging audience, which are all manifestations of brand aging. How to break the "brand aging" of China's local brands and make them revitalized and active in the market for a long time has become an important topic of discussion in the current marketing industry.

Based on the rejuvenation strategy of local brands in China, this paper analyzes the phenomenon of brand rejuvenation with the characteristics of consumer culture and analyzes the role it plays, supported by the relevant theoretical concepts of consumer culture. This topic is intended to focus on the "rejuvenation" of brand positioning, "rejuvenation" of brand image, "rejuvenation" of brand products, "rejuvenation" of brand communication system, and "rejuvenation" of brand communication. The thesis aims to analyze the rejuvenation strategy of brands empirically by using literature analysis, case study analysis and questionnaire. This thesis aims to place the analysis of brand rejuvenation strategy in the context of consumer culture, analyze the consumer characteristics and cultural contexts, and try to provide some thoughts and references for the youthful development of brands in China, starting from the specific cases of rejuvenation of local brands in China.