The Research About Transition Strategy Of China’s Time-Honored Brands

Although China’s Time-Honored Brands have been greatly developed after being officially certified in2006, the relating cosmetics industry didn’t get corresponding attention from the public. The industry’s development faced many obstacles. In the case of missing many historic opportunities and facing of the impact of foreign cosmetics brands, these prestigious traditional Chinese brands should regain their confidence.consider the cause of their downturn and come up with a scientific and effective brand extension strategy.China’s Time-Honored Brands are a kind of commercial skill, but also a cultural phenomenon carrying traditional culture and classical aesthetics. The first part of this paper elaborates the overview of the formation and the development of China’s Time-Honored Brands’. In this section, the paper shows us the industry’ s glorious past, changes during its development and current operating conditions. The second part conducts a research in the cosmetics brands selected in accordance with the standard of China’s Time-Honored. In this part, structured and semi-structured questionnaire surveys on different geographical population are conducted. Then analysis of consumers, analysis of perceived Quality and empirical analysis of the brands’current situation will be carried out in accordance with the research findings. In the last section, the paper indicates the cause of the downturn of Time-Honored Brand cosmetics and offers an effective proposal of industry’s transition strategy according to the analysis conclusion.Based on the view of communication, advertising and marketing, this thesis is to make China’s Time-Honored Brand cosmetics a hot topic in research world, to explore the reason of these brands’downturn from the view of communication and to come up with a scientific and effective strategy which could be referred.