Research On The Brand Innovation Strategy Of Beijing 's Old "Daoxiang Village"

Beijing has bred and retained a large number of time-honored brands. Beijing time-honored brand itself is an asset, with great brand value. However, with the development of society, in the modern market economy, the impact of many time-honored brands face adjustment, transformation and salvation issue. Brand Innovation is Beijing time-honored brand Enterprises revitalized old fundamental requirement. The innovative models of research for Beijing time-honored brand is an important reference, for increasing brand awareness of innovation, seeking to brand innovation experience,.Beijing Daoxiangcun mainly saling Chinese pastries, is a hundred years time-honored brand, founded in 1895. In 2005, the business was renamed Beijing Daoxiangcun food limited liability company. With the changes in the modern market environment, especially with China’s reform and opening up, Western-style fast food, Western-style cakes quickly seized the Chinese market, Chinese pastries living space severely squeezed. As a leader in the domestic Chinese pastry industry, Beijing time-honored brand "Daoxiangcun" has achieved some success in brand innovation, but there are also shortcomings. In this paper, a theoretical overview from the old brand and brand innovation in three aspects Beijing, Beijing Daoxiangcun brand then carried out an analysis. Based on the above analysis of Beijing Daoxiangcun realistic operating conditions, the aim is to excavate, summarize its useful experience, finding its deficiencies and making recommendations, suming up a set of brand innovation strategy, which has a certain significance for the innovation and development of the current Chinese pastry enterprises and the Beijing time-honored brands.