Research On The Rebirth And Promotion Of The “Beibingyang” Brand

This paper emphasizes on the introduction of the Arctic Ocean which is the China Time-honored Brand enterprise.The full name of the company is Beijing Arctic Ocean Food Company.It was established in 1936,and the products are soft drink,juicy drink,cold food,cooked food,canned food,etc.It used to be popular in the 1970s and 1980s and accompany the growth of one generation in Beijing.In the 1990s,with the introduction of the foreign investment in the national company,after the sign up of the contract between Arctic Ocean and Pepsi,the brand of the Arctic Ocean gradually disappeared from the market.Until 2010,the contract expired and the brand was purchased by Beijing Yiqing Holding Company Limited.After a fully plan,the Arctic Ocean soft drink entered the market in 2011.From the development prospects and market feedback,the competition in the beverage industry is intense and the development space is narrow,while the consumers still strongly seek the recovery of the Arctic Ocean brand.As a result,the company has great pressure to resume production and enter the market again.After carefully operation,the Arctic Ocean soft drink sells so well that it cannot meet the consumer needs.This paper mainly adopts the method of case study,firstly discusses the existing brand of brand management as well as the contents of time-honored brand management problems,and then analyzes the status quo of the brand development,brand reconstruction and brand,and the brand of the Arctic Ocean and other domestic time-honored brand advantages and disadvantages are analyzed,and finally put forward to brand promotion as the goal of the operation improvement plan,provide a reference value for other similar enterprises.The conclusions are:(1)The key promotion strategy is innovation,such as image innovation,business operation model innovation,product innovation,etc.(2)All aspects of the operation in different level should be considered,and superior consciousness is required to predict the market trend,and new patterns should be tried courageously.(3)The companies should have their own feature and make full use of their profound cultural background without following the trend and kitsch.While,there also exist insufficient points in this paper.(1)The company information of the same industry is mainly based on the Internet and the experience.As a result,it is insufficient in the comparison which only includes a few indicators for the lack of operational data of other companies.(2)In the long run,the rebirth of the brand in Beijing market is beneficial to narrow the gap with the international beverage companies,and strengthen the competitive power in the international market.For the time after rebirth is short,the brand is still relatively weak in the national market.(3)The fast moving consumer goods industry has a wide range and exists many problems.For the lack of research ability and professional knowledge,the study of the problem is not deep.