The Revitalization Of China Time-honored Brand

China Time-honored Brand is the craftsmanship of the national culture and the great tradition, it is the concentrated reflection of China’s industrial and commercial civilization, which left the most successful words in the history of China’s economic development.To implement the "Revitalization of The Old Brand Project" in the nationwide,the ministry of commerce has adopted a series of measures since 2006.Printed and distributed by the state council, "Implement The Quality Development Outline Plan of Action in 2015" pointed out that our country will vigorously protect the old brand and improve the traditional industry’quality level. Attention will be paid to the well-known brands at the same time, so as to promote regional brand value. China Time-honored Brand has always been a world wide attention by the academia and practice, however the old brands’survival situation is very worrying, the old brand faces quantity decrease and serious operating conditions and need the immediate revitalization.Brand revitalization is to revitalize the brand knowledge which constitutes the source of brand equity. The research of brand revitalization can be divided into three dimensions in the perspective of knowledge:consumer knowledge-based revitalization,relationship-based revitalization between consumer and brand, staff knowledge-based revitalization.After overviewing the domestic and foreign brand revitalization study, I find that few scholars have used the perspective of knowledge transformation to reveal the mechanism of brand revitalization.And related research on China Time-honored Brand is more weak,which is based on the theoretical analysis and literature review, failed to dig the real value of old brand. Only a few explored the brand revitalization from the angle of consumer nostalgia, but lacked of overall grasp to the enterprise production and operation process.In this paper, we design the study from the angle of knowledge transformation and select China Time-honored Brand as the object. We use three steps of data coding, identify the key factors in the process of brand revitalization and the logical relationship among them,construct the knowledge transformation road map based on "environmental pressure-knowledge transformation-brand revitalization".After exploring the micro mechanism of brand revitalization, the answer of how China Time-honored Brand use the knowledge transformation to revitalize the brand is presented,that would provide certain reference for the China Time-honored Brand’s revitalization.Our research found that,under the environmental pressure, the enterprise revitalize the brand from several aspects:within the enterprise, among enterprise, distributors and customers,between enterprise and suppliers,between enterprise and external researchers.Finally,the enterprise achieved the brand revitalization.To enhance the reliability and validity of our study,we combines case study and the grounded theory together, because the case conclusion can derived directly from the empirical evidence, and grounded theory could conclude the evidence through the roots of the interview data.