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人性总是喜新厌旧的。应用于商业领域,这一特点成为推动企业不断进行创新发展的动力。但并非所有企业都可以一直有“好看”的广告、一直生产“好用”的产品。一些老去的品牌都希冀重新“鲜活”。但是,李雨嘉说,“想通过品牌焕新挽救品牌老化的颓势,是件九死一生的事。”为什么品牌焕新这么难?李雨嘉是驭势科技合伙人、原梅赛德斯奔驰中国研究与发展中心研究员,一直研究奢侈品消费和生活方式,《商学院》杂志通过采访她,了解到她对于大众消费者心理和品牌营销的一些观点,品牌焕新不易。
Human nature always likes to wear new ones. Applied to the commercial field, this feature has become a driving force for continuous innovation and development of enterprises. But not all businesses can always have “good looking” ads that have been producing “easy to use” products. Some old brands are hoping to re- “fresh ”. However, Li Yujia said, “I want to save the brand through the brand rejuvenation of the decline, is a matter of course.” “Why is the brand rejuvenated so hard? Li Yujia is a technology partner, the original Mercedes-Benz China Research and Development Center researcher, has been studying luxury consumption and lifestyle, ”Business School" magazine interviewed her to understand her view of the mass consumer psychology and brand marketing, brand new hard-won.