Strategy Research Of Traditional Enterprise Oriented Brand Youth

With the development of informationization, the brand has entered the stage of development with. It is brand rejuvenation to keep up with the pace of the times and meet new demands in new background. China's traditional enterprises want to survive and develop under the background of the highly information technology. It is necessary to raise the construction of the brand rejuvenation to the strategic position .However, the research into enterprise brand rejuvenation management has been begun in foreign from last century, but in our country from recent years .The systematic research , which has existed on the traditional enterprises management status of the brand rejuvenation, brand personality, brand awareness and brand loyalty ,is even less.The present traditional enterprises management situation is been with SWOT qualitative analysis .The quantitative analysis model is established and then analyzed to use the AHP method. It is analytic conclusion that China's traditional enterprise the management of the brand rejuvenation is SO stage now. Then the way to research is the empirical regression analysis of brand personality, brand awareness and brand loyalty. The object is yunnan white medicine. The site is luoyang medicine supermarket. Have the following research conclusion : 1.Brand personality to brand awareness has significant influence. 2. Brand awareness in character and brand loyalty is a brand doesn't play completely intermediary role into the brand personality and brand loyalty. 3. Individual consumer has certain effect on brand personality, brand awareness and brand loyalty.Provide the following strategy based on the above research. Put forward improving function and optimized combination marketing channel , introduce brand managers and strengthen staff ideas transformation of the enterprise internal strategy; Put forward for brand personality of the novel design, brand name, brand logo, suit consumer culture concept creative advertising and choose spokesperson; In brand awareness , put forward brand communication and brand experience ; For brand loyalty, the strategies are put forward to improve , consolidate and guarantee the customer satisfaction strategies , and related extension strategy.