A Study On Enhancing The Brand Value Of Chinese Old Brand

Chinese old brands have experienced the baptism of the history and culture, which is the precious heritage of national development with national culture and wisdom. Presently, the number of well-developed old enterprises in China only accounted for ten percent, and the most have experienced decline or disappeared in public view.Especially,after the Reform and Opening up and being a member of WTO, a large number of international brands have entered the domestic market grabbing market share. Therefore they are confront with serious situation. So the promotion of the competitive of the old brands are imminent.In the fierce market, consumers have become the market main body. Enterprises need to understand the industry dynamics,industry status and the internal environment of the enterprise. Business operators who are intend to get the favor of the consumers require comprehensive interpretation of consumer behavior in order to enhance the brand competitiveness to meet the needs of the consumers.The paper studies the present situation and problems of THE CHINESE OLD BRAND,Quanjude as the example analyze and study the competitiveness. It is concluded that the advantages and disadvantages of its development through the present situation of Quanjude and summary its brand competitiveness. As a result, it is conclude that how to enhance the brand competitiveness of The Chinese Old Brand.