Research On The Marketing Strategy Of Yangzhou Old Brand Yechun Brand

As brilliant heritage of traditional Chinese commercial economy,the time-honored brands are penetrated with profound history and culture.They are widely recognized and well reputed in society and are the great wealth of our country and nation.As an old brand of Yangzhou,Yechun is identified as a municipal-level intangible cultural heritage by Yangzhou Municipal Government and widely recognized by all sectors of society due to its long history and distinct cultural characteristics,enjoying great popularity and reputation in and beyond Yangzhou and accumulating high brand value and brand asset.However,the well-known brand does not ensure customers' loyalty and the existing brand value.If Yechun is satisfied with its current situation,neither improving its management,product and service nor attracting more customers by active brand marketing to increase its brand value and core competitiveness,its hard-won brand asset will be consumed gradually and it will be at a disadvantage in the fierce market competition.Taking Yechun as the study object,the thesis briefly reviews and analyzes the development history of Yechun over the past 130 years.It uses theories and analysis tools including brand positioning theory,4P,4C,4R marketing theory,CI theory,two-dimensional model of brand loyalty to analyze what Yechun has done in terms of brand positioning,brand identification,brand loyalty,brand communication,and brand extension;it also analyzes the problems of Yechun from the perspective of brand marketing by means of one-on-one interview and questionnaire and puts forward some strategies and suggestions in this regard.The study finds that Yechun has effectively raised its brand awareness and reputation by carrying out active brand marketing.Meanwhile,it is also faced with problems such as lack of uniqueness in brand positioning,lack of pertinence in brand core concept,poor brand behavior loyalty from customers,relying too much on traditional channels in brand communication,and brand extension not sticking to brand association.Thus the thesis puts forward strategies and suggestions including repositioning the brand,improving core value system,carrying out customer loyalty program,reinforcing chain business management,strengthening network transmission and extending to related fields.It is hoped that the study will benefit Yechun's brand marketing work to further improve its brand value and brand asset and enhance its core competitiveness so as to maintain sustainable development and become a world-famous brand,keeping glowing new vitality and vigor in the new era and attracting more and more people to appreciate the unique charm and value of time-honored Chinese brands.