The Formation And Realization Of Time-honored Brand Value-Based On Format Innovation

Time-honored Brand is a quality product which survived in the traditional business.It is inoculated in activities of traditional service industry,and thus is valuable wealth which belongs to Chinese service industry.However,Time-honored Brand not only bears the huge burden of planned economy system but it is too conservative.At present,good operating Time-honored Brand only accounts for 10%of the whole country.With the rapid development of the Internet and the increasingly fierce competition of the economy in home and abroad,Time-honored Brand has left its“deposit”in the long history.In our country's economy to the world,how to reactivate and promote the realization of Time-honored Brand's value,and how to take an impregnable position in the market with the special and competitive advantage are important issues which are worth learning.This paper analyzes the theory of the formation of the Time-honored Brand's value and discusses the transformation relationship among the sunk cost,the three kinds of value and the brand value.This article also uses the sunk input in the dynamic model and the empirical analysis of format innovation affecting the realization of Time-honored Brand's value in order to illustrate the realization of the old value,and the article uses case analysis to clarify the way of realization of the old value from the perspective of format innovation.This paper includes six parts.The first part is the introduction,mainly introducing the research background,significance,literature review,etc.The second part is to definite the old brand and the nature of the brand,and introduce evolution of Time-honored Brand forms from the tradition to the modern.The third part puts forward the "trinity" value model,and puts forward from angles of value transformation way in different formats and relation between sunk cost and three value transformations to illustrate mechanism of the brand value.The fourth part firstly builds precipitation into the dynamic model in order to analyze general situation and the failure in the process of value realization such as the case of Wangmazi.And secondly it provides preliminary implementation and fully implement condition of the old value from the angle of innovative input.The fifth part is an empirical research of the value realization of Time-honored Brand,.Through empirical analysis of the influence of format innovation on the realization of Time-honored Brand value and by the analysis of format innovation of Tongrentang,this paper hold the format innovation is the necessary ways to realize the value.The sixth part is the research conclusion of this article and some corresponding policy recommendations.The possible innovative points of this article are as follows: This paper treats the sunk costs of Time-honored brand as intangible assets raises that the formation of the Time-honored Brand value mainly based on the cost of long-term precipitation and explains the formation mechanism of brand value from the view of sunk cost.The article builds the sunk input in the dynamic model to analyze the realization of Time-honored Brand value;and also analyzes the innovative path of Time-honored Brand,In the way to promote the brand value by means of the format innovation,the necessary condition is to own elements of innovation investment to activate intangible assets,and the paper also provides reference for format innovation and the reform of traditional service industry.