On the one hand, old restaurant brand reputation has a long history and loud, at the same time has the unique characteristics of traditional culture, is part of the Chinese excellent traditional culture, which is itself valuable intangible assets. The other hand, under the impact of today’s market economy, many time-honored restaurants brand shrink, exhaustion, survival and development of old much attention.
This article to the point of the concept, through in the “old” stressed the importance of catering enterprises brand, and binding instances on dining “old” a detailed analysis of the phenomenon of brand devaluation, focused on “old” suggestions for restaurant brand, with a view to guiding the reform of old food and beverage brands in practice. Articles using quantitative and comprehensive analysis method research on the “old” beverage brand analysis and generalized to the maintenance and development of, and in practice in structural reform and reform of management level on the basis of theoretical innovation of maintenance on old restaurant brand in China, has reached a good problem-solving effects.
On one hand, Time- Honored Brand has a long and famous history in China with its special traditional culture character. The brand itself is precious intangible assets. On another hand, lots of Time- Honored Brand has suffered bankruptcy and fell into a dilemma which cannot last for long under the impact of the present market economy. The survival and development of the Time- Honored Brand causes peoples′s attention.
The paper began with the concepts of in point. By the discussion of the importance of the food brand of the Chinese Time- Honored Brand, we analyses the reason of why Time- Honored Brand food and drink enterprise brand lose its value with examples, discuss the countermeasure of Time- Honored Brand food and drink brand should to take care of , bring up several point of personal opinions. And on the basis of practice in the management system, and reform aspects of our brand name food for the maintenance of grounds On innovation, and to achieve a good result to solve the problem.
First, the introduction
“Old” beverage brands as bearing a strong Chinese nation culture of a commercial form, there used to be a brilliant course of development, now under the impact of competition, most of them in a precarious. Only face up to the “old” beverage brand development, focus on creating its core competitiveness, to create the “old” vitality, realization of “old” beverage brands rise again.
(A) a literature review
In the “old” beverage brand maintenance on this topic, Zhang Xiaojuan (2004), in field trips and access to relevant documents on the basis of the information, main application example of research and analysis of research methods, on the old system of enterprise image resources for analysis, review, think that the image of the old enterprises have valuable resources, and huge development space. And links to corporate image design and time-honored brand, from the point of view of art and design. Has a novel topic selection effect. Meanwhile, Gao Yunlong (2007) start with from the perspective of enterprise’s core competitiveness study on “old” on reform and innovation. Reference in this article where both refined, combining image-building and Enterprise core competitiveness of enterprises, grasping the inherent relationship between the two, and receive core view of the above study.
Second, Liu Zuotai, and Jing Pengfei (2006) originated in marketing research, accompanied by the arrival of the experience economy, some “old” catering enterprises continue to explore their own advantages, multi-level marketing, achieved good operating results. Old China “Quanjude” experiential marketing was a great success. In this open, on the basis of old door in reform and innovation and research. Blue water, Fan Yang and Li Lianzhan Tung (2006), from a legal point of view, for old brands trademarks and intellectual property rights cases cited, and analysis. These two articles to this article provides a view of multiple angles of reflection on this issue, is no longer alone in isolation from food and beverage brand “old” research, but to study the brand as a whole.
Gang Chen (2005) set topic and this article similar to the deals closely, from multiple levels start with the study concluded. However this document ignores the problem, that is “old” institutional issues facing brand, in the fourth part of this article discusses stages calculated to compensate for this shortcoming. Similarly, xiaomingchao (2004) is the same problem, the study of problems not new and in depth, so this article on opinion on the institutional issues have deliberately set the direction concerned. Lin Guangmei (2002) from the old business philosophy, shop, craft, and so has the unique advantage of view, pointing out that some of these advantages is the new brand can not match. Thus deals with the development of China’s market economy, in the face of some foreign brands of foreign and domestic rapid rise of the new brand, “old” itself revealed a fatal weakness, and if it is just stick to business, survival of old would have faced a serious threat. Finally, it notes that the “old” facing challenges of domestic and international, must find the road of development suitable for own strategies, tactics, to ensure their own dominance. Lin Guangmei (2002), proceeding from the most fundamental problem facing the old, on the old living situation and countermeasures for complete analysis. Trademark cybersquatting and multinational competition issues raised in the text view more innovative and worthwhile practice. One institutional solution to inspire this article is large, pointed out that the Government should change its policy on old, policy guidance and support to accelerate the development of old enterprises.
To sum up, this concept in the first part of the article theory of experience derived from Zhang Xiaojuan (2004), selected old respectively, brand and core competence to interpret and elaborate. Second part of the comprehensive summary of the blue water and Tung, Fan Yang and Li Lianzhan (2006), Lin Guangmei (2002) and others on the basis of, raised the issue of present situation and problems of Basic. Finally, the third part in problem-solving stage, the article on xiaomingchao (2004), Lin Guangmei (2002) as well as Liu Zuotai, Jing Pengfei (2006) documents on a consolidated basis, such as selecting a few basic directions to focus, this article as a whole.
(B) the research purpose and methods
In the analysis and research in this article, first for analysis and problem solving using the main theory review and provides a brief introduction, theory framework and based on old restaurant brands actually conducted a detailed analysis and focuses on the maintenance of ink in the final solution to the problem. Which, for some of the issues in theory there was no consensus, I practice according to their own realization and related data access, put forward their views and ideas, methods to solve the problem. It should be said, this article on the real work has very definite objectives and certain reference value.
Articles using quantitative and comprehensive analysis method research on the “old” beverage brand maintenance and development of the analysis and generalization, after summing up practical problems and further proposed the countermeasure.
Second, the related concepts
(A) the concept of old
Accurate definition to the concept of old, we should investigate what the font size. “Font size” has two meanings in ancient, one refers to the text, as in which dufu wrote his symbols; the second refers to the store name. The etymological explanation is that “so-called number, name, in ancient times, shop signs are referred to as font size, set up shop, cloud also set up the font size.” Visible size in substitution of the ancient Chinese name for the enterprise.
Interpretation of the size of the dictionary of modern Chinese are: first, the flag and the name and second, famous third, banks, shops, Inns and other names. On the font size of the interpretation of the ancient and modern Chinese dictionary: store name, sign. Therefore, literally says, the font size is the name of shops, shops. From said at a function, the font size is a sign of business entities are used to distinguish it from other business entities. “The old” referring to last for long. Therefore, the old refers to a long history, good reputation, excellent quality, unique technology or successors, in a certain region and excellent national enterprises with large influence throughout the country.
Refers to traditional old enterprises in China has a history of more than 50 years, process, technology research, product quality, reflecting local characteristics and brand reputation high, still enjoys a high reputation at home and abroad, in the name of, the well-known trademark, traditional shops and craft. Usually means before 1956 was at that time the appropriate business management departments, recognized and renowned place, today still continues development of enterprises, involving production, cost of living, economic, cultural and other fields. Brand of them for decades and hundreds of years of history, a widely praised business reputation, attracting a number of specific consumer groups.
The name is an established concept, are business-specific title. The particularity and sports now, which not only has the General properties of the font size of enterprises, more profound rhyme at the end of history and rich cultural connotations. Old long sheng is not failure, which is an important reason to pay attention to credibility and business ethics. In the long-term development process, the old have formed in practice a high degree of credibility, but also the accumulation of the traditional culture of China. Old is the materialization of national spirit, is the national carrier of history, has a great deal of cohesion and charismatic.
(B) concept of the brand
United States Marketing Association (AMA) defines a brand as: brand is a name, term, marks, symbols or designs, or a combination of their use, the aim is to identify a seller or a group of sellers of products or services, and making it distinguishes with its competitor’s products or services. This concept includes two implications; external brand performance as its meaning is used to distinguish between a sign or name; intrinsic meaning or merchandise for the enterprise is brand performance characteristics of precipitation, and can cause sufficient attention and desire of the consumer.
In a competitive market, brand for an enterprise is of great significance, “brand has become a consumer lifestyle experience.” First, the brand has a strong emotional appeal. Brand is extended beyond product exists, it is a manifestation of values, brand-name is not only meet the needs of consumers on the substance, but also for consumers to be met on the psychological and emotional support. Second, the brand with a high added value. Enterprise after has made consumer brand identity, you can convert the price-performance product price than brand, at the same time, brand enhances consumers ‘ expectations of it, thereby improving the social value of the product, also achieved more than the General commodity price. Third, the brand will enhance the competitiveness of enterprises. Brands for consumer stimulus to production to expand market share has gradually expanded, benefit capacity enhancement, boosting the competitiveness of enterprises.
(C) the brand’s core competitiveness
Core competence and core competence (Core Competence), in 1990 by p rahalad c k made Hamel and the London Business School at the University of Michigan. They in published Yu Harvard commercial comments under of company of core competitiveness under in the clear pointed out that, core competitiveness is organization on enterprise has of resources, and skills, and knowledge of integration ability “is organization in the of cumulative sexual knowledge, especially on how coordination different production skills and organic integration multiple technology of knowledge”, and accordingly created out beyond other competition opponent of unique of operating concept, and technology, and products and service.
Enterprise core competitive advantages has the value, of heterogeneity, scalability, resource focused, dynamic characteristics. It as a specific organizational structure, corporate culture of products, improve efficiency, reduce costs and create value can do better than the competitors. Spillover effects make the core competitiveness of enterprises in the original while maintaining a sustained competitive advantage in the field of competition, may also focus on the core ability for expansion of the relevant market, sustainable competitive advantages in the field of innovation gets through the market. Meanwhile, total enterprise core ability and a period of industrial dynamics, management, and enterprise resource variables are highly correlated, as the relationship between changes, once might evolve into the core competence of enterprises of general ability, so some scholars accordingly “stage core competence” point of view.
Third, the “old” beverage brand’s present situation and problems
(A) the “old” dining brands present situation
My “old” source restaurant brands, mainly in the 19th century to early 20th century, when the US industrial and commercial development was lagging compared with Western countries, there is still some quite the reputation of catering enterprises, they are the pride and symbol of the traditional economy and culture of national industry and commerce, and after the birth of new China, once your favourite famous brands in Chinese, known as “old China”. So far, people such as “Quanjude” hehe fame of the old familiar. In the eyes of the public, such as “Quanjude” dining such as old as if to say technology is a long history, cost-effective, another name for a unique and genuine. Old food and beverage brands rely on decades of intensive, even over hundreds of years to establish, sincere and sweat of generations, all unite in above, naturally won a good reputation. However, public-private partnership of 50, the “old” private economic sectors have been banned, most restaurant old enterprises in a stagnation in development stage. Until the late mid 80, these enterprises there have been “polarization” trend.
Today, many old restaurant brand is gone, or due to the institutional, operational and other reasons, faced “suspend operation” destiny. Currently existing restaurants mainly in Beijing, Shanghai, Guangzhou, and the Yangtze River Delta region. In recent years, the old catering brand although some (like Quanjude, Wang Zhi he, Liu bi ju, Shanghai hotel, dog old zhengxing, louwai Lou, Tianjin, Guangxi and Fat Tseung Street, 18, of Qingdao Qingdao Beer, etc) are inherited and developed, but there are many brands were in danger of disappearing edge. According to statistics, growth of the modern international brands average only 100 years of history, some even only a few decades, and time-honored dining brands average more than 160 years of history, and some have even reached three hundred or four hundred years. But the fact that lie ahead, time-honored dining and modern diet brands in brand equity of disparity is self-evident. Various reasons include historical uncertainties lead to disappearance of some restaurants of old, and the “old” also was in existence and development of some of the old constraint. Vice President Mr Jiang Ming of China business Union had given the country’s old shop made a “diagnosis”. He pointed out that the old enterprises under the new situation facing “three old” challenges: product structure of old, previously selling cloth now also selling cloth, but the spending habits of consumers is to buy clothing,; old marketing way, also by a few decades ago “former shop factory” approach to maintain situation; ideas and old, no use time-honored brand intangible assets tangible pry market. Another problem, some old catering enterprise to own brand of value understanding for civil of reputation, this is is while, but if not established effective of brand value assessment system, on own of brand for market valuation, strengthening and specification own of enterprise image, is not market in the increased publicity and protection of intensity, these reputation on not transformation for effective purchasing power, while also to some fake products to opportunity, effect to worked hard several generation people established up of brand image. Old food and beverage brands must focus on Enterprise brand culture, reinventing corporate brand image, the only way to obtain the revitalization and development opportunities.
(B) the “old” food problems in brand
1, brand culture molding lack effective means
(1) brand culture weak sense
Old brand of enterprise culture of China weak sense, most of the old enterprises often only focused on the enterprise culture construction and shaping the lack of thought on brand culture. Focus of the corporate culture and brand culture is not the same, enterprise culture is the overall level of cultural development and utilization, and the brand culture is focused on highlighting the cultural nature of single brand, which is to distinguish different product types, creating products based on cultural differences. Brand old enterprises in present China culture awareness of the concept is very old.
(2) lack of brand culture
Lack of content of Chinese old brands and culture embodied in two aspects: on the one hand, of old China enterprises on brand culture development just to stay in “points”, and is no “line” and “face”, in other words old brand the breadth of cultural construction of enterprises go far enough; The other hand, the culture of Chinese old brands building or just stay on the surface, neither the brand culture and take effective measures to continue the development and improvement, also a lack of deep excavation on brand culture.
(3) the cultural personality of the brand is not a distinct
Culture of Chinese old brands lack a distinct personality. History of Chinese old enterprises and original production technology have made old enterprise has its own features and advantages, but in terms of brand culture lack personality. Some of the old brand of cultural construction of enterprises tend to follow the example of other famous old, such as making “a century old, integrity-centered” ad, both lack of ideas and not attention by consumers, particularly old enterprises are producing similar products enable consumers to distinguish the similarities and differences, which caused the same result.
(4) brand culture does not fully
Should penetrate the enterprise brand culture of all aspects of production, sales, marketing and after-sales service, enterprises should focus on the product, firmly grasp the brand every aspect of cultural construction. Chinese old brands cultural infiltration is not strong, often applied to a simple brand culture on the one hand, to the neglect of other areas. Some of the old enterprise products packing form of old, lack of and lack of sense of a modern economy, which is the concrete embodiment of the brand culture does not fully.
(5) poor brand culture influence
Old brand of enterprise culture of China compared with modern international famous enterprises brand culture gap is large, the main reason is that the old enterprise brand cultural influence is limited, inadequate publicity, way too little publicity. Old brand of cultural influence directly affects the sales of product, let more consumers know and understand the Chinese old brand of enterprise culture, creating brand identity, that is what needs the old enterprise efforts
2, lack of experience in brand management and management not system
Old is a unique appellation refers to has a long history, in the font size of the high degree of credibility within a certain geographical area. Existing restaurant name brand rating registration management system, causing others to different zones or different industries be lawfully registered the enterprise brand. Legislative delays caused on dining rights conflicts, old is cybersquatting, brand was “free riding” phenomena such as widespread, seriously damaging an old restaurant brand reputation, hindering its development.
With the development of socialist market economy, property interests of the old restaurant brand cohesion and constantly shows. In recent years, the old restaurant brand is cybersquatting incidents occur frequently. For example, “Tsingtao” in the United States was rush, “daughter red”, “du Kang” and “dog ignored” in Japan is cybersquatting, and so on. Because of China’s legal system is not perfect, there is no clear legal property and legal status of the right size, not for old restaurant brand to provide a complete system of legal protection, there are quite a number of related violations cannot get effective regulation.
Meanwhile, old companies are valued their old signs will never allow the “ruin reputation” problem occurs, these old signboards also brought huge returns to the enterprise. But in how to properly maintain and manage a good old brand, also seems not much, not enough system. Some equivalent of brand management and product management, also remain in the product guide on the management concept and marketing Orientation, only checks and strict requirements of product quality, “as long as the product quality is good, not afraid of customers can’t get”, “people make thousands of sound in silence, in total, the first one points to” incorrect ideas. Some old lift marketing, what I think is the discount, efforts to sell products to customers, not standing at the height of the brand to promote marketing work; also old, with some modern management concepts, also did a lot of work in brand building, but the understanding of brand management, and master the lack of systematic, brand management measures have not yet fully in place, and so on.
3, slow process of brand marketing and marketing issues
On the basis of market research, selecting target markets, clear brand positioning, develop a proper brand management strategy, is the key to victory in the competition. And old catering brand in this aspects exists of problem main is, some old enterprise dishes products price structure design not reasonable, engage not Qing own for which class people service; is large part enterprise on often to own restaurant dining of customer group understanding enough in-depth, and full, on they of constitute, and different category of features and demand analysis master of not more; enterprise brand in same subdivision market Shang, difference Yu competition opponent of positioning not very clear, and clear; on how in competition in the always keep brand of vitality, just simple of stay in tactical level Shang of some practices, lack brand strategy height of grasp, and so on.
Old food and beverage brands in the market process, insufficient grasp on the brand’s core competitiveness leading to the brand in a disadvantaged position in the market. Old restaurant brand of confirmation from the core competitiveness of enterprise’s brand strategy to start. Brand strategy is one of the old “old” character, its core competitiveness lies in this. While operating in the market process, brand value (or equity) which is equivalent to the “old”. Former University of California, bokelili Professor Aaker believes that brand value (or equity) include: brand loyalty, brand awareness, brand awareness, brand association, and other assets of the five. As shown in Figure 1:
This shows that the old catering enterprises market operation to reflect the enterprise’s core value is in the process focus on brand awareness, loyalty, recognition and Association, and other details of the operation. In fact, many “old” beverage brand operator does not pay attention to the “old” beverage brand culture mining and finishing, not focused on using its own unique culture to build brand, advertising brand, not focusing on using brand for further development, is stuck “wine is not afraid of the alley deeper”, “the only authentic brand, reorganized one after another” traditional values “choke plug people.” In commercialization, market today, most “old” beverage brands ignore external publicity, market demand is limited, font size, visibility is weakening, brand value and brand benefit is gradually decreasing.