A Study On Managing Chinese-Honored Brands Based On Post-Mature Stage Of Brand Lifecycle

Nowadays, brand is the key factor for marketing competition, while products are no longer focus on competition. Chinese-honored brands are owned by established Chinese enterprises that have a long and brilliant history. Whether Chinese-honored brands can win in increasingly aggressive marketing competition is a serious issue for them to solve. Till now, scholars have conducted numerous researches on the management of Chinese-honored brands from various perspectives, including brand communication, brand culture, brand operation, brand equity, brand cognition, etc…On the basis of previous researches on Chinese-honored brands and relevant brand management theories, this thesis conducts an in-depth review of the current situation of Chinese-honored brands. The research finds that Chinese-honored brands are currently in the post-mature stage of brand lifecycle. A model of managing these brands (the 4P+C model) is then developed and further applied to a real case.The thesis has six chapters. Chapter one introduces the background, significance and methodology of the research. Chapter two reviews relevant theories to brand management and brand lifecycle. In chapter three, an analysis is made and a conclusion is drawn that Chinese-honored brands are in the fourth stage of brand lifecycle, namely post-mature stage. Then, an analysis of Chinese-honored brand is carried out by using psychoanalysis method. In chapter four, the"4P+C"model of managing Chinese-honored brands is developed, which includes product innovation, passion for customers, promotion image standardization, personality uniqueness and communication effectiveness. In chapter five, the"4P+C"model is applied to a real life case. Conclusions are drawn in chapter six. The thesis has made four contributions to current theories and practice. First, the research is based on a new perspective, which allows the research to shed new light on the research question. Second, the research points out that the Chinese-honored brands are in the fourth stage of brand lifecycle, namely the post-mature stage. Third, the author develops a model for managing Chinese-honored brands, namely the"4P+C"model. Fourth, the"4P+C"model is then applied to a real life case.