Research On Brand Rejuvenation Strategy Of ClayMan Zhang From Consumers’ Perspective

The preservation and development of the time-honored brands is of great significance to carry forward the traditional Chinese culture and enhance national confidence.At present,the aging problem of time-honored brands is widespread.Identifying and effectively solving the problem is conducive to promoting the rapid development of old brands.This thesis takes Clayman Zhang,Tianjin’s famous time-honored brand as an example,evaluates the brand aging of Clayman Zhang from the consumer perspective and further explores its brand rejuvenation strategy.For the brand evaluation,the thesis mainly uses the literature material method,analytic hierarchy process,questionnaire survey method and fuzzy comprehensive evaluation method and establishes Clayman Zhang brand aging evaluation index system featured by brand perception,product and service perception,purchase intention as the first level indicators and visibility,association,reputation,product quality perception,service level perception,purchase intention as the second level indicators.By analyzing status quo of Clayman zhang brand with mature scale design questionnaire and fuzzy comprehensive evaluation method,the thesis draws the conclusion that consumers ’ perception on brand,products and services is low,and their purchase intention is low.Therefore,it can be concluded that Clayman Zhang is in the stage of brand aging.Based on the evaluation results,the thesis focuses on the most prominent aging problem of purchase intention and explores the direct impact of perceived value on purchase intention,and its indirect impact by influencing the brand preference.The thesis puts forwards the Clayman Zhang brand rejuvenation strategy hypothesis model with perceived value as the independent variable,brand preference as the intermediate variable,purchase intention as the dependent variable and explores the relationship between variables.Referring to the existing mature scale to make the survey,it is verified,through correlation analysis and regression analysis of the data that consumers perceived innovation value,emotional value,experience value and social value have a significant impact on purchase intention,and cognitive preference and emotional preference mediate the relationship between perceived value and purchase intention.Based on the empirical research results,this thesis analyzes the causes of the aging problem of Clayman Zhang brand and puts forward the brand rejuvenation strategy to deal with the aging problem such as renewing brand positioning,using ’nostalgia ’ strategy,optimizing product and package design,increasing product added value and improving service level.