The Old Chinese Heng Fa Chuen Fenjiu "brand Innovation Strategy Research

China time-honored brand has a long history, contains Chinese civilization and commercial value, and becomes an important power of Chinese famous brand economy. However, along with the development of the economy, a lot of the time-honored brands disappeared from the market. Brand innovation is the fundamental factor of survival. Researches of brand innovation mode have important theoretical and practical values.Fenjiu group is a state-owned enterprise with the history of more than two thousand years, and the dominant product of the company, that is Fenjiu, has long been the famous brand of the distilled spirit industry since The Panama Pacific International Exposition in 1915. The performances of the group are first for 6 years in succession. But the market share declined from 1998. Analyzing the reasons of the decline, and making some suggestions for it are necessary. This article summarizes related theories about brand, China time-honored brand and brand innovation, then analyze the Fenjiu group by SWOT, then make some suggestions from building the brand, expanding the brand, promoting the brand, marketing system and organization development, and help the group gets sustainable development. The conclusions are not only meaningful for the Fenjiu, but also helpful to white wine companies that are in dilemma.The organizations are below. Chapter 1 elicits the problem and introduces the background knowledge; Chapter 2 collects related literatures; Chapter 3 analyzes the Fenjiu group by SWOT; Chapter 4 makes suggestions to brand innovation of Fenjiu; Chapter 5 reviews the effects of "adulterated wine in Shanxi Shuozhou", and crisis managements; Chapter 6 is conclusion, and proposes research prospects.