A Study On How To Revive Chinese Old Brand---From Brand Marketing View

Chinese old brand has a profound cultural background and strong historical, cultural and economic value. But now, the overwhelming majority has already disappeared from the market. In the last few decades, there are more than ten thousand Chinese old brand at the early stage of the founding of China reduce to only hundreds of them today. In the book of "Chinese old brand development report in 2006" showed that old brand has entered the serious polarization state, most of them face the difficult position, only small number of them development good. In the certificated 1600 old brand,70% of them can maintain the status quo,20% face the threat of bankruptcy, and only 10% of them make profit and even better. Except the brand as Beijing Tongrentang, Quanjude Roast Duck ect, Chinese old brand decline has become an indisputable fact.The first part of this thesis study some Marketing related theory, such as brand strategy, 4V theory, brand personality, emotional marketing and so on. And then, based on collecting and reading a large number of old brand literature and information both domestic and abroad, we further analysis and discuss this proposition, sum up the old enterprise exist problems, the good experiences and lessons. At the same time, we make questionnaire investigation, recover the data and make multiple regression, which help us further understanding of consumers’recognition, feeling, association, and the loyalty status to the old brands, and get the existing main problems and cognitive error to the old brand, so as to suit the remedy and find suitable way to improve the old enterprise and revive Chinese old brand.Now days, more and more "Chinese old brand" faces bottleneck in their development, struggled in the inheritance and innovation of the contradiction. There are lots of study on how to revive the old enterprise and old brand, most of them studied in enterprise management mode, system reform or macroscopic aspects of government policy. In our thesis, we see it in a different way-- the perspective of Marketing, through the related Marketing theory and application, such as brand 4V theory, to help old enterprise find a way to combine the inherit the traditional essence and constant innovation wisely, so that to make Chinese old brand revive and develop vigorously.