| China Time-honored Brand has high commercial and cultural value.But only 10% of these enterprises who have the China Time-honored Brand(called China Time-honored Enterprises)have a considerable scale and benefit,others are facing the bottleneck of development,even on the verge of collapse.With the new normal state of economy,it is important to discuss the strategic development planning of the China Time-honored Enterprises,which are facing the demand of development,market competition and national brand revitalization.Lots of scholars had discussed from different aspects how to rejuvenate the Time-honored Enterprises.However,they had only put forward the direction and the concept without demonstrating.Therefore,their conclusions have little significance to the guidance of these enterprises.This thesis had selected LeRenTang pharmaceutical factory,the first batch of Chinese time-honored enterprises,to study its unique brand strategy from the aspects of cultural inheritance,competitive advantage,strategic plan,brand value,development prospect,and so on.We had analyzed the shortage in development of LeRenTang pharmaceutical factory in the internal and external environment by using SWOT,CPM and QSPM analysis.Then we had proposed solutions in order to increase sales,reduce costs and improve efficiency.According to the present development situation of LeRenTang,we had explored and analyzed the development direction of LeRenTang in the next 3-5 years,aiming at stimulating the vitality of this enterprise,and building “Chinese brand” by innovating brand construction,business model and talent team building.This thesis had summarized the preliminary conclusion and practical experience,clarified that China Time-honored Enterprises only innovating thinking model,strengthening the planning of the brand,implementing the development strategies that match the market demand,can improve the core competitiveness and market share continuously,demonstrate the strong brand value. |
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