Research On The Brand Operation Strategy Of Time-Honored Pastry Enterprises

In 2006,the Ministry of Commerce launched “the Revitalization Project of the Time-Honored Brand”.In 2017,16 departments including the Ministry of Commerce proposed the guidance of “Reformed and Innovative Development of the Time-Honored Brand”,aiming to promote the inheritance and innovative development of the time-honored brand.As a typical representative of the Chinese national brand,the time-honored brand has important strategic significance in the strategic goal to transform Chinese product into Chinese brand.Under the background of the stage of “high-quality development” of economy,the “high-quality development” of the time-honored brand plays an important supporting role in the strategic decision to establish a self-owned brand country.Chinese pastry culture has a long history,and there are many hundred-year-old pastry brands.The well-known pastry brands,such as “Dao xiang Cun”,“Guan Sheng Yuan” and“Gui Fa Xiang”,which are still shining in the fierce market competition environment.However,there are also hundred-year-old stores,such as “Ji Qing Xiang”,“Pin Xiang Zhai” and “Jiu Ru Zhai”,which have gradually declined in the market from the past.Under the high support of national policies and the relaxed brand environment,time-honored pastry brands welcome great development opportunities,but they are generally faced with problems,such as industrial upgrading,structural adjustment,brand transformation and so on.At present,the time-honored pastry enterprises are generally short of the thought and ability of “brand operation”.The brand operation of time-honored pastry brand mainly have the following problems: the gap between the thought of traditional business and modern brand business model,numerous intellectual property issues left over from history,weak market competitiveness and limited regional scope of brand awareness.Based on the practical dilemma of the brand operation of the time-honored pastry enterprises,this paper takes the “time-honored pastry brand” as the research object,and analyzes the improvement ideas of the brand operation tactics of the time-honored pastry enterprises,hoping it can provide suggestion for the time-honored pastry enterprises to inherit the brand culture and achieve reformed and innovative development.Based on the theory of brand and brand operation and the uniqueness and difference of the time-honored pastry industry,this paper analyzes the brand development environment of the time-honored pastry industry by applying Michael Porter's Five ForcesModel,combining the development process and business status of the typical brands of the time-honored pastry industry,analyzing the dilemma of the brand operation of the time-honored brand pastry enterprise,and further grasping the competitive environment and brand status of the time-honored pastry enterprise.In view of the problems of aging and solidifying brand image,weak awareness of brand development and insufficient brand protection in the brand operation activities,and on the basis of the characteristics of the business activities of the time-honored pastry enterprise,this paper puts forward the image-building strategy,which is not to get rid of the tradition,but to integrate into modern brand elements,the brand development strategy requires “product,management,culture and marketing elements” with a joint role,and the brand defense and protection strategy requires legal means to escort.