Research On The Innovative Design Of The Time-honored Shaoxing Rice Wine Brand

In the context of the booming economic market and the continuous upgrading of the consumption structure,new brands have emerged,and the main consumption force has gradually shifted to younger age.For the continuation of the brand,many time-honored brands in China actively responded and carried out brand innovation to complete the transformation.However,some time-honored brands have encountered bottlenecks in the process of transformation,and brands have gradually lost vitality in the process of development.Among them,the time-honored brand of Shaoxing rice wine is facing such a dilemma.Although the brand has a certain market scale,due to its own limitations,it has long been lacking in influence and recognition.How to make the time-honored Shaoxing rice wine brand reappear brilliant and to explore the innovative design strategy of the time-honored brand has become an unavoidable problem.First of all,this topic combed the development history and status quo of Shaoxing rice wine time-honored brand,and found the brand’s deficiencies.Then,it studies the brand innovation of classic time-honored brands,analyzes the brand proposition,target customer group,innovation path,and competitive advantage,and draws three design directions of time-honored brand innovation: brand identity,brand image,and brand communication.And from the three levels of subdividing the brand market,strengthening cultural identity,and reshaping the brand image,it puts forward a preliminary guess for the innovation of Shaoxing rice wine time-honored brand.Secondly,further in-depth analysis of the time-honored brand of Shaoxing rice wine.Use the SWTO matrix to study the market environment of Shaoxing rice wine time-honored brands,refine the difficulties encountered and the advantages of the industry,and seek advantages and avoid disadvantages;and through questionnaire surveys,market research,in-depth consumer groups,and focus on the consumers of Shaoxing rice wine time-honored brands Experience and experience,insight into consumer demand and brand deficiencies.Combining excellent brand cases,sum up an innovative design method for Shaoxing rice wine time-honored brand that is based on culture,driven by the times,and characterized by broadening the brand area: relying on ancient Yue culture to reshape the brand image;absorb the characteristics of the times and maintain brand vitality;Broaden the field of brands and increase brand enthusiasm.Finally,take the obtained methodology as a guideline,and take the "Guyue Longshan" rice wine brand as an example for design practice.Through brand repositioning,brand image remodeling,and brand extension,brand innovation is carried out to verify the feasibility of the research conclusions of this subject.By exploring the innovative design methods of Shaoxing rice wine time-honored brands,it is not only a theoretical basis for the revival of Shaoxing rice wine time-honored brands,but also a further exploration of how to better develop domestic time-honored brands.This topic will provide a valuable theoretical reference for the future development and innovation of domestic products and time-honored brands.