Research On The Brand Revitalization Strategy Of Chinese Time-honored Brands

Chinese Time-honored Brands carry the profound Chinese culture.Also they are an important force in Chinese economy.They have strongly historical and economic value.However,many of Chinese Time-honored Brands are facing aging problems due to their poor management,changing consumer demands and so on.And even many well-known brands have disappeared from the public's vision.Therefore,how to regrant the Chinese Time-honored Brands to the continued vitality has become a common concern of academics and industry professionals.How to revitalize brands is the top priority for Chinese Time-honored Brands to revitalize their glory.The aging of Chinese Time-honored Brands is reflected in five aspects: falling total operating income,shrinking market share,low brand mention rate,declining brand loyalty and old consumer age.The negative impacts are also very serious and extensive.The development of the company,the advancement of the entire industry and the improvement of national competitiveness will be hindered by the aging of the brand.The reasons include internal aspect and external aspect.The internal factors include the problems in product,communication,positioning,cultural and business management.The external factors include the rapid iteration of consumer demand and the deterioration of the market competition environment.No matter which aspect of the problem occurs,the original assets of the brand will be threatened and the brand will enter the “recession period” in the market cycle.That is to say the brand is aging.Chinese Time-honored Brands must develop a brand revitalization plan that is suitable for its specific performance and reasons.First of all,Chinese Time-honored Brands should start from its own.They should achieve the innovation of product,communication,positioning and culture.And they should establish a brand-supported enterprise through modern management to ensure that the brand can continue to innovate and survive forever.Second,the brand revitalization of Chinese Timehonored Brands must make full use of their historical and nostalgic advantages to arouse consumers' nostalgic feelings and establish close ties with consumers.In this way,they can get the consumers' support.In addition,the Chinese Time-honored Brands must actively appeal to the state to seek more support for its own development.After careful and profound research,the main conclusions are as follows: Chinese Time-honored Brands have great cultural and economic value and the brand revitalization is imperative;Chinese Time-honored Brands must fully analyze their own aging reasons in order to ensure the countermeasures are targeted;the brand revitalization strategy of Chinese Time-honored Brands must take into account both the internal and external factors of the enterprises so as to achieve the purpose of fullscale revitalization;all-round innovation and selective inheritance are the principles that Chinese Time-honored Brands should adhere to.The former gives the brand vitality and the latter guarantees the cultural connotation of brand revitalization;brand revitalization is a long-term and huge project.The Chinese Time-honored Brands must be resistant to temperament and be brave to take steps.At the same time,they should constantly adjust the strategy according to its own situation and find the most suitable road for revitalization.