The Rise And Fall Of "Chengzhulou"-a Time-honored Brand Of Guangzhou And Its Enlightenment

ChengZhu Lou,an time-honored brand of GuangZhou,has had a long history of more than 200 years by the time it went to the end in 2000.Bearing excellent Chinese cultrue,these time-honored brands with long history are the core connotation and precious treasure in the new age for developing sincerity to build business,promoting business culture.The distinct products,exquisite skills and operation principles that they passed down have inestimable value of brand,economy and culture.The whole article is divided into three main sections:The first section investigates into the social conditions of the establishment of ChengZhu Lou.The establishment of ChengZhu Lou roots in the tea culture which has a long history, and benefits from GuangZhou's superior geographical location,pleasant weather and rich products and depends on GuangZhou's flourishing commodity economy at that time.The second section mainly recalls the rise and decline of ChengZhu Lou and analyses its reasons.First,it recalls its rise and decline in chronological order.For the time from LiangDianHua in the Guangxu year as the second generation of Liang shi,and even to the third generation of Liang shi, ChengZhu Lou was enjoying the most great prosperity. Going through many difficulties, ChengZhu Lou flustrated from 1956 to 2000,and it finally fell today,the time China develops fast in industry. Second,it analyses the reason for the prosperity of ChengZhu Lou.It was prosperous mainly because of the good brand image of ChengZhu Lou,which reflected in the good quality of its products and its workable management,emphasis on the protection of brand,excellent characteristic service and superior geographical location. And the last summarize the reason of its decline,which mainly analyses from two aspects:one is enterprise's objective reasons,including systematic lash and the gradual losing of the adavantage in location; the other one is enterprise's subjective reasons,mainly including heavy burden of enterprise's history,old-fashioned operation principles,ageing product structrue,laying little emphasis on the product advertisement and protection,and stiff operation system.The second section summarizes ChengZhu Lou's successful experience of prosperity,and inspiration of decline, and use it to promote work of most time-honored brand,providing them reference and reminding.The third part concludes the enlightenment from "Chengzhulou" to the development of Guangzhou's time-honored brands.Besides government's support,the enterprise should try to develop innovate from the prospect of brand strategy,such as skill innovation,product innovation,system innovation,operation innovation,marketing innovation and so on.