A Study On Brand Building Of Chinese Time-honored Brand In Internet Era

Along with the arrival of Internet era,there are also changes,which influence our life deeply.Firstly,the needs of consumer become diversify and personalized.The consumer prefers more to brands which can stand for their own personality or self-value.Moreover,pay more attention on the emotional functions of the products and services,such as funny,relaxing and so on;Secondly,the news spread more rapidly than before and become more transparency.In this condition,consumers have more autonomous rights in decision-making and can say their judgments freely.The media also become decentralized and work as a platform.Thirdly,high-tech and intellectual products are becoming common things in people's daily life.Based on this,many small enterprises become famous for their product satisfied the consumer's new needs.Those enterprises have smart and flat management system,instantly product innovation and interesting advertising which make them very competitive.So,many other enterprises have to change their brand strategy,speed innovation and upgrade the product or service.The China Time-honored Brand who has long history and valuable culture face even bigger threatens,but most of those brands lack innovation and recognition of branding and have no strategy in brand building.Facing the serious competition in internet era,they become outdated and their brand image becomes ambiguous.Through carefully comprehensive comparison of the research has done Time-honored brand in both China and the foreign countries.The author found that a few people pay attention to the background of these issues.Therefore,this study chooses the Brand Building issues which the Time-honored Brand met in this changeable internet era as the research subject.Then this study adopts the famous China Time-honored Brand--Quanjude as the example,use SWOT analysis model to clarify its strength,weakness,opportunity and threaten of the development of its food manufacture industry and summarize the common sufferings during Brand Building,which are simple product mix,few attentions on marketing and also lack knowledge and ability of Brand operation and Brand Building.At last,this study suggests those brand should clarify Brand Position and explore the potential needs of consumers firstly;then,make innovations and use the internet media marketing smartly.