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基于这样的背景，本文立足于品牌推广视角，探索了“互联网+”条件下苏州老
字号企业如何进行品牌推广。本研究通过发放调查问卷及统计调查结果，了解了苏州
72 家老字号企业的现状、在品牌推广方面已有的举措、在利用“互联网+”条件下进
行品牌推广存在的问题与挑战。在互联网环境下，苏州老字号企业在品牌推广方面存
在的主要问题是没有充分利用好互联网平台，仅仅把信息化手段局限使用于企业内部
管理；没有充分挖掘互联网环境下企业多元化的营销渠道，仅仅局限于传统的线下营
销渠道；没有形成长期性的、系统化的品牌管理。针对存在的问题，本研究提出了相
应的解决思路和措施，希望本研究对苏州老字号品牌未来的发展有一定的借鉴意义
关键词：“互联网+”；苏州老字号；品牌推广
作 者：马昊骋
指导老师：李晓峰英文摘要 “互联网+”条件下苏州老字号品牌推广研究
II
A Research on Brand Promotion of Suzhou
Time-honored Enterprises on the Background of
Internet Plus
Abstract
Nowadays, Internet has found its way into nearly every field of people’s daily life,
which not only brings explosively expanding development of information but also changes
the relationship between people and information, ultimately leading to the updating of
social business mode. Facing increased competition by each passing day, the differences of
product quality decrease to vanish gradually and innovation of it appears to be challenging.
Being the most important asset of enterprises, brand is the advantage that a company can
depend on to survive and thrive in the fierce competition. A company’s competitive
strength is closely related to its capacity of carrying on commercial activities and
promoting its brand. Thus whether grasping the golden opportunity of Internet plus to
improve and upgrade is key for old enterprises, in particular. In order to survive in the
competition, more and more time-honored companies are exploring the survival rules in
this Internet environment by revising brand-promoting strategies to meet competitive
challenges. In February, 2017, the Ministry of Commerce and other 16 Departments issued
Guides on Promoting Time-Honored Enterprises’ Upgrading and Innovative Development
and the Guide points out the project of Internet plus time-honored enterprises. Upon the
background, the thesis researches the current situation of brand promotion of time-honored
establishments of Suzhou in Internet plus era.
Based on questionnaires and analysis & discussion of statistics, the research probes
into the current situation of 72 time-honored enterprises of Suzhou, the measures they have
taken to promote brands, and problems and challenges they have met in the process of
promotion in Internet plus environment. The results show that these enterprises haven’t
taken full advantage of the platform of Internet except using information strategy in inner
management, that they haven’t made full use of various promotion channels and devices
but confining to the traditional off-line business, that they haven’t formed long-term,
systematic brand management. Finally, the research comes to some problems-solving“互联网+”条件下苏州老字号品牌推广研究 英文摘要
III
strategies and measures to deliver some inspirations to the development of time-honored
enterprises in Suzhou.
Key words: Internet plus; time-honored enterprises of Suzhou; brand promotion
Written by Haocheng Ma
Supervised by Xiaofeng Li
目 录
第一章 绪 论 .......1
一、研究背景........1
1、政治环境.......1
2、市场环境.......1
二、研究意义和目的........2
三、研究内容与框架........3
四、研究方法和思路........5
1、文献研究法...5
2、内容分析法...5
第二章 基础理论和文献综述 .......6
一、基础理论........6
1、品牌概念的研究.......6
2、老字号概念的研究...7
3、本研究涉及的相关理论.......8
二、文献综述......10
1、国内外基于互联网条件下品牌战略的研究.........10
2、互联网思维与品牌管理关系的研究.........13
3、品牌理论发展的研究.........14
4、国内外基于老字号品牌的研究现状.........15
第三章 苏州老字号品牌面临的困境及成因分析.........18
一、苏州老字号品牌的发展现状..........18
1、苏州老字号品牌的历史.....18
2、苏州老字号品牌的生存现状.........19
二、苏州老字号品牌面临的困境及成因分析..21
1、苏州老字号品牌面临的困境.........21
2、苏州老字号品牌面临困境的成因分析.....24
第四章 “互联网+”条件下苏州老字号品牌推广的现状、困境及成因分析...26
“互联网+”条件下苏州老字号品牌推广研究
一、“互联网+”条件下苏州老字号品牌推广的现状及困境....26
二、“互联网+”条件下苏州老字号品牌推广面临困境的成因分析....29
1、对“互联网+”条件的认知程度不够...........30
2、对品牌推广的认知程度不够.........30
第五章 “互联网+”条件下苏州老字号品牌推广的思路与举措...........32
一、微观企业层面思路与举措.....
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