Research On Operational Risk Of Time-honored Brands From The Perspective Of Consumer Cognition

When looking through various types of enterprises holding time-honored brands in China,it is can be found that brand operational risks widely exist and have seriously obstructed the revival and development of the enterprises.Such issue has attracted wide attention in the society and it has become more urgent and important to provide a solution to the operational risks of time-honored brands from the perspective of consumer cognition by adopting the theory of risk management of brands.This dissertation takes "Daoxiangcun" brand as an example and comprehensively adopts case analysis method,questionnaire method and literature research method to study the related issues of operational risk management of "Daoxiangcun" brand from the perspective of operational risk management of brands.Firstly,the dissertation analyzes the current status of operational risk management of "Daoxiangcun" brand,and analyzes the brand's competitive environment based on the Porter Five Force Model.Secondly,a questionnaire was distributed among the target consumers of the "Daoxiangcun" brand to analyze the risks "Daoxiangcun" brand is facing in their operation management from the perspective of consumer cognition.Finally,it proposes countermeasures for the risk management of Daoxiangcun brand operations,that is,focusing on the protection of well-established brands;digging deeper into consumer needs to cater to consumer changes;deepening the brand's cultural connotation,and infecting consumers with culture.This dissertation analyzes and studies the problems of operation risk management of established brands,and provides some ideas or solutions to prevent operational risks of established brands,with a view to realizing the further development of time-honored brands.Relevant measures not only benefit the growth of the time-honored brands "Daoxiangcun" brand,but also serve as a reference for the development of the Chinese pastry industry and other time-honored brands,and contribute to the revitalization of well-established companies.