纵观我国的各类老字号企业，可以从中发现品牌运营风险作为老字号企业普 遍存在的一类问题，严重影响了老字号企业自身的重振与发展，引起社会各界的 关注，所以从消费者认知度的角度运用品牌风险管理理论对老字号品牌运营风险 管理提供解决途径就显得更加紧迫和重要。 本文以“稻香村”品牌为例，从品牌运营风险管理的角度入手，综合采用案 例分析法、调查问卷法、文献研究法，对稻香村品牌的运营风险管理的有关问题 进行研究。首先，分析稻香村品牌运营风险管理现状，并基于波特五力模型分析 其所处的内外部环境。其次，针对稻香村品牌的目标消费者发放调查问卷，从消 费者认知的视角分析稻香村品牌运营管理中面临的风险。最后，提出稻香村品牌 运营风险管理的对策，即注重老字号品牌保护；深挖消费者需求，迎合消费者变 化；深化品牌文化内涵，用文化感染消费者等措施。 本文通过对老字号品牌运营风险管理的问题进行分析、研究，对防范老字号 品牌运营风险提供一些设想或解决途径，以期实现老字号品牌的进一步发展。相 关措施不仅有利于老字号“稻香村”品牌的成长，对中式糕点业以及其它老字号 的发展也能起到一定的借鉴意义，为振兴老字号企业贡献了力量。 关键词：品牌运营风险管理；消费者认知；老字号；消费者需求 II Research on Operational Risk of Time-honored Brands From the Perspective of Consumer Cognition ——Taking “Daoxiangcun” Brand as an Example Abstract When looking through various types of enterprises holding time-honored brands in China, it is can be found that brand operational risks widely exist and have seriously obstructed the revival and development of the enterprises. Such issue has attracted wide attention in the society and it has become more urgent and important to provide a solution to the operational risks of time-honored brands from the perspective of consumer cognition by adopting the theory of risk management of brands. This dissertation takes "Daoxiangcun" brand as an example and comprehensively adopts case analysis method, questionnaire method and literature research method to study the related issues of operational risk management of "Daoxiangcun" brand from the perspective of operational risk management of brands. Firstly, the dissertation analyzes the current status of operational risk management of "Daoxiangcun" brand, and analyzes the brand’s competitive environment based on the Porter Five Force Model. Secondly, a questionnaire was distributed among the target consumers of the "Daoxiangcun" brand to analyze the risks "Daoxiangcun" brand is facing in their operation management from the perspective of consumer cognition. Finally, it proposes countermeasures for the risk management of Daoxiangcun brand operations, that is, focusing on the protection of well-established brands; digging deeper into consumer needs to cater to consumer changes; deepening the brand's cultural connotation, and infecting consumers with culture. This dissertation analyzes and studies the problems of operation risk management of established brands, and provides some ideas or solutions to prevent operational risks of established brands, with a view to realizing the further development of time-honored brands. Relevant measures not only benefit the growth of the time-honored brands "Daoxiangcun" brand, but also serve as a reference for the III development of the Chinese pastry industry and other time-honored brands, and contribute to the revitalization of well-established companies. Key words: Brand operation risk management; Consumer perception; Time-honored brands; Consumer demand 目 录 基于消费者认知视角的老字号品牌运营风险研究............... I ——以“稻香村”为例 .................................... I 摘要 .................................................. I 第一章 绪论 ............................................ 1 1.1 研究背景 ............................................................................................................ 1 1.1.1 研究概述 ...................................................................................................... 1 1.1.2 研究意义 ...................................................................................................... 2 1.2 文献综述 ............................................................................................................ 2 1.2.1 老字号品牌管理的研究 .............................................................................. 2 1.2.2 品牌风险管理的研究 .................................................................................. 4 1.2.3 稻香村品牌的研究 ...................................................................................... 4 1.2.4 文献述评 ...................................................................................................... 5 1.3 研究内容和方法 ................................................................................................ 6 1.3.1 研究内容 ...................................................................................................... 6 1.3.2 研究方法 ...................................................................................................... 6 2 相关概念界定与理论基础 ................................ 8 2.1 相关概念 ............................................................................................................ 8 2.1.1 品牌的概念 .................................................................................................. 8 2.1.2 老字号的概念 .............................................................................................. 9 2.1.3 消费者品牌认知的概念 ............................................................................ 10 2.2 品牌运营风险管理 .......................................................................................... 11 2.2.1 风险管理理论 ............................................................................................ 11 2.2.2 品牌风险管理 ............................................................................................ 11 2.3 本章小结 .......................................................................................................... 13 第三章“稻香村”品牌运营管理 ............................. 14 3.1稻香村品牌历史渊源及冲突 ........................................................................... 14 3.2 “稻香村”品牌内部环境现状 ............................................................................ 15 3.2.1 品牌种类及质量 ........................................................................................ 15 3.2.2 品牌管理体制 ............................................................................................ 15 3.2.3 品牌保护 .................................................................................................... 16 3.2.4 品牌文化内涵 ............................................................................................ 16 3.2.5 品牌营销方式 ............................................................................................ 16 3.3 稻香村品牌外部竞争环境 .............................................................................. 17 3.3.1 竞争对手分析 ............................................................................................ 17 3.3.2 消费者的议价能力分析 ............................................................................ 19 3.3.3 替代品的威胁分析 .................................................................................... 19 3.3.4 潜在进入者分析 ........................................................................................ 20 3.3.5 供应商的议价能力分析 ............................................................................ 20 3.4 本章小结 .......................................................................................................... 20 第四章 基于消费者认知的“稻香村”品牌运营风险分析 ....... 21 4.1 “稻香村”品牌运营风险确认 ............................................................................ 21 4.1.1 品牌归属冲突带来的消费者认识风险 .................................................... 21 4.1.2 消费者需求变化，企业无法适应带来的运营风险 ................................ 22 4.1.3 品牌经营模式带来的消费者品牌联想弱化 ..