Research On Policy Support For The Revitalization Of Time-honored Brands In Shanghai

As the main carrier of Chinese commercial civilization,time-honored brands have irreplaceable historical and humanistic value and social management value.However,due to the continuous evolution of time,many emerging brands will be produced in the market every year.At the same time,many old brands will withdraw from the market due to difficulties in operation due to various reasons.The revitalization of time-honored brands is not only the protection of the Chinese national cultural heritage,but also can actively promote economic development.Therefore,the revitalization and inheritance of time-honored brands has become an inevitable topic.However,in the process of promoting the revitalization and development of time-honored brands,they also face many practical problems.The brand innovation,total assets and business scale of time-honored brands do not adapt to the law of market economy;The core values and basic principles of time-honored brands have not been fully followed in practice;Imperfect internal operation mechanism,ineffective enterprise management and insufficient technical service innovation;The revitalization of time-honored brands and the imperfect supporting policies have seriously affected the sustainability of the development of time-honored brands.How to grasp the policy dynamics,adapt to the new market environment and better complete the revitalization and inheritance of time-honored brands,it is far from enough to rely only on the strength of time-honored enterprises.This paper compares the actual demand of time-honored brands,explores the practical problems and causes of the mismatch between supply and demand of Shanghai time-honored brands’ revitalization policies,and believes that the insufficient policy supply is an urgent problem that leads to the obstacle of equilibrium,Then it analyzes the reasons why the policy demand and policy supply that affect the revitalization of time-honored brands fail to match.Finally,according to the analysis problems,this paper puts forward the optimal design of policy support for the revitalization of Shanghai time-honored brands.The second part is the main body of the research,interviews and analyzes the policy needs of time-honored brands.Firstly,on the basis of fully considering the factors such as industry,scale and level,human and land factors,direct interviews were adopted and 7 time-honored brands were selected for demand analysis.Using the method of combining theory and practice,and based on previous studies,this paper attempts to construct five dimensions of the supply-demand matching of time-honored brands.Secondly,taking the policy supply and demand theory as the analysis tool,this paper analyzes the demand factors constituting the revitalization policy of time-honored brands,mainly including the demands of the socialist market to stimulate external profits,reduce the impact of external factors of time-honored brands on costs.The third chapter mainly collects,classifies,studies and analyzes the current policies related to the revitalization of time-honored brands in Shanghai and all districts.Divided into Shanghai municipal level and 16 district level,the government makes statistics and content analysis on the policy supply of the revitalization of time-honored brands.It is found that the current Shanghai policy is mainly aimed at the revitalization and revitalization of time-honored brands,brand protection and development,brand publicity and promotion,reform and innovative development,intellectual property protection and other aspects of financial support,talent cultivation and publicity and promotion.Through the theoretical analysis of the supply of revitalization policies of Shanghai time-honored brands,the influence of the policy process and the logic of collective action,the transformation of the core factors of policy supply and the construction of policy coordination system.The fourth chapter summarizes the problems existing in the mismatch between supply and demand of Shanghai time-honored brands’ revitalization policies on the basis of the second and third chapters.For a long time,relying too much on the government’s support hinders the independent development of time-honored brands,the supply failure and supply lag of government policies still exist,and the support for policy innovation continues to suffer resistance.As a result,the matching between supply and demand of time-honored brands in Shanghai has always been hindered,while the self-interest of policy subjects and the heterogeneity of demand,The limited capacity of supply subjects and path dependence are the important reasons for the mismatch between supply and demand of Shanghai Time-honored Brand Revitalization policy.The fifth chapter is to return to the policy supply and demand framework,optimize the design of Shanghai Time-honored Brand Revitalization policy support according to the previous supply and demand analysis,and put forward policy optimization suggestions from the perspective of the supply and demand of Shanghai Time-honored Brand Revitalization policy and overcoming the path dependence of policy change.It mainly includes giving play to the initiative of policy subjects,improving the legal system related to the protection of time-honored brands,improving the internal governance mechanism of time-honored brands,optimizing the expression channels of time-honored brands,building the belief of common development and exploring multi-level policy innovation methods.The third part is the conclusion,which mainly summarizes the research of this paper and looks forward to the revitalization and development direction of Shanghai time-honored brands.