Study On Liaoning Commercial Time-Honored Brand Reconstruction Strategy From Rebranding Of “Laobian Dumpling”

China’s time-honored catering brands go through hundred years’ development, most of which have long history, high reputation and important cultural research value as well as high brand value. Since its foundation in Daoguang Emperor period, Shenyang’s “Laobian Dumpling” has undergone 187 years and has still been unique in Shenyang, which can be called classic. The brand system created since 1980 s has been successfully adapted to the economic development of opening up and reform. But now the “Laobian Dumpling”encounters dilemma of austere brand appeal decrease. This appearance of dilemma is not only the reason of the transformation requirement of new environment market, but also the reasons of itself as the time-honored brand. Therefore, when facing the challenge of the fast development eye catching market and international market, time-honored brands such as“Laobian Dumpling” all need to find the method to efficiently promote the development of time-honored brand itself.As the most representative time-honored catering brand in Liaoning, this essay uses“Laobian Dumpling” as case analysis and makes analysis research on the rebranding of time-honored brand, hoping to provide reference for the future development of time-honored catering brand from the perspective of rebranding. This essay first of all makes comprehensive understanding on national and Liaoning’s time-honored catering brand status and reviews the development history and operation status of “Laobian Dumpling” brand.Secondly, this essay uses SWOT analysis model to make research analysis on influence elements of advantage, deficiency, opportunity and challenge of time-honored catering brands such as “Laobian Dumpling”, and finds out the key of the deficiency of time-honored brand in visual communication and design of media sphere. Thirdly, this essay finds out solution through issue analysis and discovers the rebranding in visual communication sphere can increase reputation of time-honored catering brand and decrease bad comment rate, stimulate the visual communicative ability of time-honored catering brand so as to realize the goal of attracting new consumer group’s attention. This essay combines rebranding practice ofLiaoning time-honored catering brand “Laobian Dumpling”, uses marketing SWOT method to analyze the form and method of brand reconstruction plan in time-honored brand visual communication sphere and tries to use “Laobian Dumpling” to propose corresponding countermeasures on visual communication reconstruction of time-honored brand so as to guide practice.