The Study On Brand Innovation Of "China Time-honored Brand" Enterprises In Hebei Province

China Time-honored Brands(CTHBs)has a profound cultural heritage,which is an important carrier of Chinese civilization and the Chinese business culture.CTHBs is an important force in China's economy,which has a strong economic value and historical and cultural value.However,with the development of the economy,only a small number of parts in today still maintained a vitality.The vast majority of the old has disappeared from the market,leaving only its name.Brand innovation is an indispensable factor for these enterprises to take off again.The study of brand innovation mode will have important theoretical value and practical guiding significance to the brand innovation of CTHBs.CTHBs of Hebei Province identified by the Ministry of Commerce is 27.After years of development,Hengshui laobaigan,Lerentang,Jinfeng braised chicken,and Zhonghexuan restaurant has developed into a large scale.These well-knowned enterprises have a certain reputation and consumer groups.But compared with the other provinces and cities,especially the rapid development of Tianjin,Shanghai and Beijing and Jiangsu province economy,Hebei Province CTHBs are worse in the number,size and distance.Most of the CTHBs' have a smaller scale,marking is still stays in the province,even within the county.In this background,this article carry on the theoretical summary of the domestic and foreign relevant theories from three aspects of the brand,the problem and state of CTHBs of Hebei Province,brand building and innovation.Then perform SWOT analysis.Based on the above analysis,this article get the brand operating status of the CTHBs of Hebei Province.And the specific countermessures and suggestions are put forward in the establishing of enterprise management system,creating brand management mechanism,enchancing product innovation ability,strengthening brand culture innovation,increasing brand promotion and maintenance.The structure of this article is as follows: In the first chapter,the background knowledge is briefly introduced.The purpose and significance of the research are analyzed and shows the issue to study.The second chapter is the basic theory of brand origin,brand theory and brand innovation.The third chapter analyzes the current situation and brand management of Hebei Province by the questionnaire survey,and makes a SWOT analysis.The fourth chapter puts forward the corresponding suggestions and countermeasures for the innovation of the CTHBs of Hebei Province.The fifth chapter draws the conclusion and points out the limitation of the study.