"Liuweizhai" Old Familiar Pattern Of Corporate Brand Management

In today's market competition, corporate sustainable development and competition among enterprises are no longer just the competitions of products, but the fierce competition of brands. "Liuweizhai old brand" which has a famous 200-year history as a national enterprise is facing such situation. Whether it can be in an invulnerable position in today's fierce competition market has become a seriously considerable problem.Starting with the analysis of the history and current situation of "Liuweizhai old brand", the thesis deals with "Liuweizhai old brand" its life cycle stage based on the brand life cycle theory, combining with the theory of brand management. Additionally, he puts forward suggestions for the brand management model of "Liuweizhai old brand" in order to achieve sustainable development of enterprise.This thesis is divided into seven chapters. The first chapter is the introduction. It introduces the purpose and significance of the research of "Liuweizhai old brand" brand management. It also includes the main content, research methods, research objectives, the main problems to be solved and innovation. ChapterⅡis about Theory. In this chapter, the brand management theory is to be elaborated. In ChapterⅢ, it analyzes "Liuweizhai old brand" business history and business situation. ChapterⅣdiscusses the definition about brand lifecycle of "Liuweizhai old brand". By the theory of the life cycle of the brand exposition, this chapter makes the definition of "Liuweizhai old brand" life cycle. ChapterⅤdeals with the main problems and reasons of the management of "Liuweizhai old brand". It analyzes the problems and reasons from the product image, service image, brand personality, brand communication, the brand challenges in its development process. In ChapterⅥ, it takes the countermeasures of the management of "Liuweizhai old brand". By determining the key variables in the management of "Liuweizhai old brand", the author puts forward the brand management model of "Liuweizhai old brand". It further explains this model from the aspects of innovative products, improving service quality, unifying brand image, establishing a unique brand personality and effective brand expansion. The final chapter draws the conclusion of the thesis. The innovation of this thesis is:first, it studies the brand management "Liuweizhai old brand" from the perspective of the brand life-cycle; second, it defines that "Liuweizhai old brand" is in the sub-maturity stage of brand life cycle. Moreover, it establishes brand management model which is related to "Liuweizhai old brand" management.