中国“老字号”企业营销创新影响因素研究——以谢馥春化妆品有限公司为例 市场营销专业VIP专享

中国“老字号”企业营销创新影响因素研究——以谢馥春化妆品有限公司为例内 容 摘 要在信息化的时代的今天，逐渐淡出消费者视线的“老字号”企业如谢馥春、百雀羚等企业通过一系列的营销创新措施又慢慢地重回到消费者的视线之中。虽然有的“老字号”企业的市场份额较低，但因为经营得当，再加上复古潮流、网络宣传等，在国妆市场上占有一席之地。一直以来，大多数的学者主要是思考企业应如何进行营销创新、有何举措适合企业营销创新，却一直忽略了企业需要进行营销创新的原因以及是什么影响企业进行营销创新。本文对“老字号”企业的营销创新的影响因素进行研究，选取化妆品“老字号”企业——谢馥春化妆品有限公司作为研究对象，通过企业的历史、“老字号”和营销管理、企业创新因素等相关书籍及文献，运用PEST 分析模型分析影响谢馥春化妆品有限公司的营销创新的有关因素，针对产生不良影响的因素提出相关的建议和对策，对企业具有一定的现实意义。关键词：“老字号”企业；谢馥春；营销创新；影响因素 IResearch on the Influencing Factors of Marketing Innovation of "Time-honored Brand" Enterprises in China ——Take Xie Fuchun Cosmetics Co.， Ltd. as an exampleAbstractIn today's information age， "time-honored" enterprises， which gradually fade out of the consumer's view， such as Xie Fuchun and Bai Queling， gradually return to the consumer's view through a series of marketing innovation measures. Although the market share of some "time-honored" enterprises is relatively low， they have a place in the national cosmetics market due to proper operation， retro trend， network publicity， etc.For a long time， most scholars mainly think about how to carry out marketing innovation and what measures are suitable for enterprise marketing innovation， but they always ignore the reasons why enterprises need to carry out marketing innovation and what influences enterprises to carry out marketing innovation. In this paper， the influencing factors of marketing innovation of "time-honored brand" enter...