Long-Term Brand Management Improvement Of XY Based On Ambidexterity Perspective

Time-honored restaurants have a long history,with its unique technology inherited from generation to generation and service methods in line with local consumers,distinctive local characteristics and profound cultural accumulation are the core competitiveness of timehonored restaurants.However,with the iteration of the new consumption mode and the contention of a hundred schools of thought in the catering industry,the time-honored catering brands have faced different degrees of difficulties in the operation.Specifically,first describes the background of the topic and the purpose of the research.By combing the domestic and foreign literature,this thesis determines the ideas and methods of the research,and makes some innovations in theory and practice.Secondly,based on the definition of restaurant time-honored brands in the literature and the current situation,the characteristics of restaurant time-honored brands are summarized,and the relevant arguments such as ambidextricity theory,long-term brand management theory and brand heritage theory at home and abroad are emphatically sorted out.The interview content and questionnaire design ideas are determined based on the current brand situation of XY.Thirdly,the questionnaire survey is used to collect the specific evaluation of consumers,employees and management on brand impression,marketing mode and management mode,etc.,and then it is summarized and analyzed to determine the problems in long-term brand management,especially the description of inheritance and innovation problems.In view of the above problems,this thesis gives a series of relevant countermeasures and suggestions,including the implementation strategies of brand inheritance and brand innovation,especially emphasizing the compatibility of inheritance and innovation,paying attention to the innovation of form in the process of inheritance,and not forgetting the inheritance of content in the process of innovation,which better reflects the implementation process of brand ambidexterity.Finally,in the conclusion and prospect section,the main contribution of this thesis is summarized according to the research results,and the possible shortcomings in the research process and conclusions are explained.