Strategy Of Changsha Huo Gongdian Brand Activation

As an integral part of our country cultural heritage, historical brands have hadgreat achievements of the past, once famous, had rich cultural history. However, inrecent years, along with the marketing environment changes, many of the Chinesehistorical brands deceased in the business stage, most of the rest are also difficult.Historical brands protection and construction issues were concerned to whole society,the reconstruction of historical brands has become an urgent problem to resolve.In this paper, we can take the Huo Gongdian which is the leader of the cateringindustry in Changsha Province for example. We points out that problems HuoGongdian faced: target market not update, the lack of product innovation system,service system is not perfect, the lack of brand communication, managementphilosophy behind,the lack of competent employees and so on. Combined with thepath of Huo Gongdian brand revitalization, points out the need to activate HuoGongdian brand is the brand aging and changes in consumer demand, and then putsforward specific strategies of Huo Gongdian brand activation: accurate brandpositioning, enhance the ability of product innovation, service quality, increase brandcommunication efforts, strengthen the management innovation and improve talentmanagement mechanism. The article finally proposed measures to ensure theimplementation of brand revitalization: the entrepreneurial spirit as the leading brandactivation power source, the corporate culture as a support to promote the long-termdevelopment of brand activation, executive force in order to ensure the teamcooperation, the information construction as the fundamental basis for brandactivation.The innovation of this paper lies in two points: one is the factors affecting brandrevitalization is divided into: old brand special factors, brand factors and consumerfactors three aspects, make up for the deficiency of the past just a factor of two is topay attention to; the other one is from the micro level--Changsha catering old brandleading enterprises Huo Gongdian angle to analyze food old brand revitalizationstrategy, this paper compared with previous studies has more targeted and operability.