Research Of The Development Strategy On Shenyang Old Edge Dumplings

With the great development and changes of our country’s socialist market economy system, enterprises has been the most active and important part of national economy, and play a more and more important role in it. Enterprises have already become the key part of steady economic growth, have an important role of maintain the overall economic vitality, optimize industrial structure, create jobs, improve the efficiency, promote technology innovation and enhance the international competitiveness.The development and progress of social economy and culture make the mode of enterprise economic operation undergo earth-shaking changes. The brand has become one of the most competitive enterprises means. And the brand assets concept and brand recognition theory’s appearance make "brand becomes the market marketing the starting point", the competition between enterprises has gradually changed from the product quality performance competition into brand competition. In accordance with the profound changes of internal and external business environment, enterprises have to readjust the management guiding ideology, brand strategy.Brand strategy management follow the optimization of products and intimate relationship, through the accumulation of brand strength, shape goog brand images, establishes customer loyalty, form the brand advantages, and try to through maintaining and strengthening the brand advantage to realize goals of establish famous brand and the development of the famous brand. Brand strategy represents a potential competitiveness and vitality ability to enterprise, it, for it can bring the inner and lasting interests, and have important realistic meaning and profound historic significance. It can help enterprise operators and managers make the enterprise planning operation strategy, cultivate the independent brand, constantly improve the brand value of the assets in the fierce market competition from higher level and broader view.This article discuss the old enterprise brand---Old Edge Dumplings of Shenyang’s brand development strategy from the empirical approaches.Analysis the implementation of the enterprise brand strategy basic present situation, the present problems of the Old Edge Dumplings of Shenyang, on the basis of thoroughly research brand, brand strategy theory and content. And try to learn from it, tap the applicable beneficial experience to today and future, then propose practical suggestions and solutions to improve the development of brand strategy. This has certain practical significance for Old Edge Dumplings of Shenyang to meet the developing social economy new situation, increase the market competitive power, explore the good way of brand growth for the enterprises, to develop and innovate service industry brand strategy theories.This article has been divided into six parts.The first part is the introduction of paper, this paper described the research background, significance, purpose, main content, research method and the main structure of the paper of study Old Edge Dumplings of Shenyang’s development strategy. Old Edge Dumplings of Shenyang has a development history of the old brand more than170years. Today, with the rapid change and development of social economic, study the brand development strategy enhance enterprise competitiveness has an important significance.The aim and main content of brand strategy is through research and analysis the basic contents, combine with the current situation and brand strategy implementation condition of Old Edge Dumplings of Shenyang enterprise, discusses the problems existing in the construction of the brand, design and discuss of the development strategy. The research methods used the literature review and case analysis, etc.The second part reviewed the brand strategy and some related theories, including the brand connotation, brand strategy and brand development. This paper introduced the domestic and foreign relevant theories and brand strategy research achievements in theory, to for lays theoretical basis for the research development strategy of Old Edge Dumplings of Shenyang.The third part is to analysis the brand strategy implementation situation of Old Edge Dumplings of Shenyang. This paper introduced the development of the enterprise,the present situation and the brand strategy implementation situation of it, analysis the problems and disadvantages, and lay empirical basis for making the improvement of the enterprise brand development strategy of the next step. The fourth part currently put forward the concrete implementation plan and improvement measures to the Old Edge Dumplings of Shenyang, and discuss the brand development strategic plan and implementation prospect.The fifth part plan and conceive the implementation and effects after practice the new development strategy to Old Edge Dumplings of Shenyang.survey and forecast the target consumption group of Old Edge Dumplings of Shenyang, and analysis experiences and insufficiencies, provide preparation to improve Old Edge Dumplings of Shenyang’s brand development strategic.The sixth part is the conclusion of this paper, the author full review and analysis on the basis of Old Edge Dumplings of Shenyang’s development situation, put forward some improvement measures and Suggestions to implement the strategy of developing.Successful brand strategies need long-term research and practice, and with the development of social economy and change, it need continuously the adjustment and innovation according to the actual situation. This paper analysis and discuss the old name enterprises---Old Edge Dumplings of Shenyang’s implementation of the strategy and development situation from the Angle of brand strategy, then try to establish the correct brand consciousness, and applied the brand strategy to the enterprise’s sustainable development in the process.