Research On The Way To Activate The Brand Of "Chinese Time-honored Brand" In Shanxi Province

The spirit of Shanxi Merchants is the core spirit of commercial development and brand development in Shanxi Province,which inherits a number of ancient and excellent Shanxi "Chinese time-honored brand".In the new era of global brand competition,brand has become an important factor in market economy competition.The old brand continues to inherit and develop with its long history,exquisite technology,honest and trustworthy brand spirit and high consumer recognition.However,with the rise of new brands,changes in consumer demand and the lack of attention paid by enterprises to brand building and other reasons,the short board of old brand is also further highlighted.Due to the problems of poor brand image construction,vague brand positioning,backward brand marketing mode,etc.,the old brand is confronted with such dilemmas as low brand awareness,narrow market coverage,serious product homogeneity and loss of loyal customers.The old brand needs to activate its brand,find innovative and reform strategies to adapt to the old brand,and prevent its aging.At present,there are 27 "Chinese time-honored brands" in Shanxi Province.Based on the current situation of brand management,enterprises need to grasp the market trend under the new normal of consumption,adapt to the new environment of consumption,activate the time-honored brands,establish a strong brand strategy,and realize the long-term and scientific management of the time-honored brands,which is the key to the survival of the time-honored brands in the new era.Finally,in the changing market environment and consumption environment,we will realize the extension of the industrial chain and the upgrading of the formats of the time-honored brands,build the time-honored brands into enterprises with high customer satisfaction,contribute to the brand strength for the economic transformation of Shanxi Province,and create vitality for the rise of national brands.This paper uses text analysis and literature method to study theactivation path of Shanxi time-honored brand,taking the new normal of consumption as the background and the consumer oriented mechanism as the research perspective,to explore the importance and internal motivation of Shanxi time-honored brand innovation and reform as a national brand.Based on the theory of brand activation,combined with the characteristics and current situation of Shanxi Province's "Chinese time-honored brand",the paper puts forward the activation path of upgrading brand image,accurate brand positioning,innovative brand marketing,etc.So as to change the one-way brand thinking inherent in the old brand,update the brand concept under the mechanism of customer-oriented,improve the brand equity,and establish the brand strategy of the old brand.Under the background of national brand strategy and economic transformation of Shanxi Province,the long-term management,industrial upgrading and format innovation of Shanxi time-honored brand are realized.