The Path And Countermeasures Of JINCAI's Brand Upgrade

Old coarse,also known as the old cloth,are working people for thousands of years from generation to generation extended a hand weaving process.It is soft,feel is good,permeJincaiility is good,no static response,durJincaile,good permeJincaiility,not easy to rub,not curling,antistatic,and because of its line of coarse grain,the cloth cover forming innumerJincaile massage,skin have unexpected massage effect to human body,has the good health and beautiful skin effect.All through the old coarse pure cotton yarn as raw material,process using pure hand-made,no pollution,advocate green environmental protection in the present trend,favored by consumers.But with the passage of time,the market environment has changed,the competition between coarse old brand is becoming more and more fierce,presents the brand homogeneity competition,brand development is faced with more severe challenges.Brand to homogenize the essence of which is the brand assets impairment,so how to help the old coarse brand value has increased,new ways to explore old coarse brand upgrade,it is very urgent and necessary to solve the problem of the long-term brand management.In this paper with JINCAI old coarse company as the research object,the concrete scheme of JINCAI brand upgrade was investigated.At first,this thesis for the old coarse brand upgrade the purpose of the research background and research significance are expounded.Through a large amount of relevant literature review,the reason of brand homogeneity,upgrade the conditions and methods of brand upgrade has carried on the related theories were reviewed.Then,in the development of JINCAI process,on the basis of review of JINCAI brand homogeneity question has carried on the summary,and analyzes the reason of JINCAI brand homogeneity.According to the conditions of JINCAI brand upgrade,puts forward the JINCAI brand upgrade path,constructs the theoretical model of JINCAI brand upgrade at the same time.Then,the comprehensive analysis of the Jincaiove put forward the scheme design of JINCAI brand upgrade,from brand planning,brand relationship with consumers,products and services,and brand alliance four aspects in detail elJincaiorated the brand upgrade solution.Finally gives the research conclusion of this paper:not all of the old coarse brand can upgrade the brand;For old coarse brand upgrade condition,brand upgrade path only two:culture inheritance path and reorientation path;Aimed at the actual situation of JINCAI company,adopted the inheritance culture is complementary,reorientation path,through the traditional culture of digging,image reconstruction,gradually upgrade the brand product service optimization way.In this paper to the Chinese and foreign scholars Jincaiout the brand positioning theory and the practice of JINCAI company brand positioning,the JINCAI old coarse brand upgrade scheme design have played an important role in reference and guidance.