摘要一直以来，基于传统文化的品牌在国内市场中处于比较尴尬的位置，市场份额不高、消费者忠诚度低、市场营销薄弱等问题尤为突出。大片的市场被国外品牌蚕食。而要改变这种局面，最重要的是要改变传统品牌的营销战略。而在营销战略中，最主要的努力方向在于的品牌战略及品牌文化。进入新世纪以来，经济世界蓬勃发展，知识经济与文化经济成为最大的助力，文化软实力也成为了时代词汇。而文化恰恰是传统文化品牌营销中的最大优势。因此，瞄准并发力品牌文化成为了传统品牌寻求突围的最佳途径。但遗憾的是大多传统品牌在过去的二十年中并没有取得瞩目成绩并让消费者记住，本文在研究过程中，以传统文化品牌在塑造品牌文化中的定位问题为视角，综合多个典型品牌案例，以上海家化集团为主要分析对象，试图更入的发现该类企业的不足及可取之处，探究传统文化品牌在塑造独特品牌文化的过程中应该如何准确的定位自身，将传统文化发挥最大的市场价值。42663

毕业论文关键词：市场定位；多品牌战略；传统文；品牌文化；上海家化

 The Brand Culture Study of Traditional-culture-based Brands

Abstract

For a long time,the brands that are based on traditional Chinese culture have been facing an awkward situation in domestic market: they have poor market shares,thin customer loyalty and bad marketing. Much of the domestic market are occupied by foreign brands. To save the traditional brands, one of the key is to change their marketing strategy,of which,brand strategy and brand culture are the prime war fields. In new century,economy world booms and knowledge economy and culture economy have been the greatest powers, and cultural soft strength has been the word of the times. This word is also the biggest advantage of Chinese traditional culture brands in their brand marketing. For this reason, the best way to change these brands’ predicament is to focus on the development of brand culture. However, it is a pity that most of these brands didn’t impressed customers. This paper will study the brand culture of the brands based on the Chinese traditional culture and take positioning as the point cut, with many typical cases especially the case of Shanghai Jahwa as the main study object. The crucial aim of the paper is to find out the merits and demerits of them in search of the answer of how to position the traditional culture enterprises in an accurate way so that they can develop their brand culture and make the maximum of the traditional culture in market value.

Keywords: 

Key Words: market positioning  multi-brand strategy  traditional culture  brand culture  Shanghai jahwa

目  录

摘要                                               -I

Abstract                                            -Ⅲ

目录                                               IV

一、引言                                              1

（一）课题研究的背景与现状                                1

（二）课题的意义                                       -1

（三）研究方法                                         2