Research On Brand Development Strategy Of Chinese Time-Honored Brand "Shen Dacheng"

With the development of the times,the advancement of Internet technology,and the improvement of consumption levels,consumers' recognition of China's old-fashioned products has increased significantly in both geography and age.It has undoubtedly opened up a new brand for the development of some old brands.Sky.At this stage,the diversification of domestic consumers' demand for Chinese time-honored products is a crucial period for many domestic Chinese brands to reopen the market,and it is also an important opportunity for the old brands to carry forward.Through reviewing the data and understanding the current situation of the management of Chinese and foreign food stores in Shanghai Nanjing Road Pedestrian Street,this paper uses the theoretical knowledge of learning strategy management to study the development strategy of the company's Shen Dacheng brand.First of all,this paper introduces the relevant theoretical research on strategic management and strategic management methods.Then,it analyzes its internal environment from four aspects: tangible resources,intangible resources,human resources and enterprise capabilities.It adopts PEST model,Porter's five-force model,Strategic analysis tools such as SWOT analysis,analyze the external environment of Shen Dacheng's corporate strategy,and analyze its overall position in the pastry and snack industry;finally,according to the internal and external environmental characteristics and production and operation status of Shen Dacheng at this stage,A quantitative strategic planning matrix is used to quantitatively evaluate the four possible strategies of the company.After giving the strategic development plan of Shen Dacheng brand,it discusses the implementation of Shen Dacheng's brand strategy from four aspects: relying on government policy support,establishing a modern enterprise system in line with the market economy,innovating marketing model,and enriching corporate culture with time.Way.And from the three aspects of corporate leadership,corporate strategic propaganda and mobilization,corporate culture construction,Shen Dacheng's strategic implementation is guaranteed.This paper conducts an in-depth study on the analysis,selection,implementation and guarantee of Shen Dacheng's brand strategy.It is hoped that the research of this paper will provide reference and reference for the strategic development of other old brands.