Research On Anqing Time-honored Brand BaiZhaoJi Activation Strategy

Result of the fierce competition in market,the kinds of goods which consumers can choose is increasing,the kinds of consumer goods brand has become an important preference people choose goods,Time-honored Brand a reflection of the Chinese nation traditional culture,it is an important invisible assets for enterprises.Yet in today's market competition and economic globalization,on the one hand,the Time-honored Brand industry,Time-honored Brand enterprises believe that good wine needs no bush,and the enterprise are lack of marketing measure,so they got into trouble,on the other hand,the marketing environment makes the Time-honored Brand enterprise must change,finding for new development opportunities.Based on the case study is given priority to,in the form of questionnaire analysis BaiZhaoJi mega brand present situation,it is concluded that the brand has been the phenomenon of aging,including,reduced visibility and reputation,target population aging,narrow channel brand communication,product taste does not conform to the modern consumer demand,etc.,through the analysis of enterprise internal and external environment,including the support of external economy,politics,technology environment and enterprise brand,brand advantage and so on,it is concluded that only take brand activation can solve the problem of the brand aging.And put forward the corresponding implementation plan,the first,old excelsior spirit and appropriate brand extension;Second,from the connotation of the brand innovation,marketing strategy,target market;And the guarantee of technology,talent.It is different that this test make the connotation of BaiZhaoJi as enterprise core competitiveness.Combining inheritance and innovation in the brand development.Second,in the brand extension strategy,emphasizing the logical extension to identify the brand connotation,guarantee Time-honored Brand extension in retained on the basis of brand essence;Brand innovation,Time-honored Brand Strives for perfection the spirit in the marketing concept,strategy,on the target market.Through the study of this article,combining the brand management theory and enterprise's actual conclusion AnQing BaiZhaoJi mega brand goals can be activated.