| In recent years,with the upgrading of Chinese consumer market,how to maintain the original market share and open up a new road of development under the impact of the new environment market is an inevitable problem for many time-honored brands in the operation.They are also adapting to the fierce competition in the market,constantly searching for survival rules.Brand marketing has become the key for Chinese time-honored enterprises to improve their market competitiveness.In this context,it is of great significance to explore the marketing research of Y time-honored brands.In this study,Y China Time-honored Brand,a century-old liquor company in Foshan,Guangdong Province,was taken as the research object.By combing domestic and foreign literature,the brand revitalization of Y China time-honored brand was condensed into the mechanism of brand attachment on brand loyalty.Conducted field visits and investigations of Y Chinese time-honored enterprises,and conducted in-depth interviews with the head of Marketing Department.Based on the 4P theory,this thesis analyzes the price,product,promotion and channel of Y Chinese time-honored brand in the marketing environment.According to the current actual situation of the enterprise,the questionnaire was developed and designed in combination with the previous research literature review,and brand attachment was divided into three dimensions: brand emotion,brand cognition and brand symbol.The interaction mechanism between brand attachment and brand loyalty of Y Chinese time-honored brand consumers was studied.Organized and carried out a questionnaire survey among consumers,and collected 205 valid questionnaires.Finally,according to the survey results,the author puts forward marketing countermeasures and suggestions to enhance the brand competitiveness of Y Chinese time-honored enterprises.This thesis makes up for the gap in the study of brand attachment in the traditional liquor industry and provides useful reference and enlightenment for the Chinese marketing scholars to carry out the academic study of the time-honored brands in the liquor industry. |
