Research On The Innovation Strategy Of The Time-honored Brand J

China’s long history has produced many time-honored brands.These time-honored brands are not only important carriers of the excellent traditional culture of the Chinese nation,but also play a positive role in the social and economic development.However,with the development of market economy,the market competition is becoming more and more intense,and some time-honored brands are constantly impacted.The enterprise management concepts and methods of some time-honored brands do not keep pace with The Times,causing them to adapt to the market changes and are in a very unfavorable position in the market competition.Old brand this has significant brand competitive advantage,its old brand assets advantage should be important to promote the development of enterprises,however,due to the lack of attention on the brand construction and investment,lead to old brand advantage is weakened,the brand aging problem,seriously weakened the enterprise overall market competitiveness.Therefore,this thesis selects the old brand J as the research object.The company holding J brand is a time-honored company specializing in traditional Chinese medicine,with a long history of development.However,in the face of the new situation of market development,J brand and other industry benchmark time-honored enterprises,such as Tongrentang,Yunnan Baiyao,have more serious problems in brand building.In order to understand the specific situation of the J brand brand construction,this thesis through the questionnaire survey to J brand awareness,awareness,association and loyalty problems,and through the analysis of the company brand aging the internal and external cause,and combined with the theory of targeted five Suggestions countermeasures,formulate corresponding safeguard measures.This thesis is divided into the following parts.The first part is the introduction of the research background,the second part is relevant concepts and theoretical analysis and domestic and foreign literature review,mainly to lay the theoretical foundation for the third part is J brand aging performance and its causes,the status of brand marketing of old J brand,and the specific performance of J brand aging,including declining market awareness,low market awareness,poor brand association and decreasing brand loyalty.When analyzing the reasons,it is found that the factors leading to the aging can be divided into internal and external factors,the internal factors mainly include slow product upgrading,passive sales channels,lack of brand culture and backward management concept;the external factors mainly include the influence of changing consumer demand and deterioration of market competition environment;the fourth part includes J brand innovation,including continuous product innovation,innovative brand communication and the fifth part includes J brand innovation guarantee measures,focusing on human resources,financial resources,organization and law.The research results hope to help J brand restore the vitality,and provide ideas for the brand construction,and hope to solve the problem of brand aging.