Four, the “old” beverage brand maintenance countermeasure
(A) the “old” beverage brand heritage and innovation
1, brands should be constantly inheritance
Passed on to consumers more than just products of the brand, more should be the passing on of culture and spirit of enterprise. Old brand connotation of high visibility, deep, consumer credit is high, the production of skilled, all of which provide a solid basis for a good development for the time-honored brand.
(1) upholding the brand positioning. Corporate brand positioning on the market are mainly enterprises in order to establish a more clear, unlike competitors, meet the needs of the consumers of the brand image, positioning in the market and product positioning of the brand on the basis of decisions on the cultural orientation and personality differences. Reasonable brand positioning to make the brand occupies a more favorable position in the minds of consumers, to get more consumer group. Old restaurant brands usually enjoyed some success in positioning, occupies a higher position in the minds of consumers, and has formed a relatively fixed, difficult to change the image mode. For the brand positioning should not be easily affected by external factors change the positioning, but should be protected and enhanced, uphold the core positioning on the basis of, for brand development.
(2) take advantage of resources. Any enterprise has its own unique set of resources, resources can be divided into both tangible and intangible resources. Tangible resources generally refers to the visible assets, including financial resources, organizational resources, technical resources, invisible resource refers to the enterprise accumulated during the long historical process of assets, resources, human resources, including brand reputation resources. Sources of these resources is the ability of the enterprise also provides enterprises with the stronger competitive advantage relative to other competitors. Which brand is the most important resources of intangible resources. Brand resources has following resources characteristics: value sexual, brand can to enterprise brings rational surface of value and perceptual surface of value, rational surface of value reflected in consumer on products of property and quality of perception, perceptual surface of value reflected Yu brand by brings of as popularity, and personalized, and on consumer attract of, aspects of additional value; scarce sexual, Enterprise brand is enterprise in specific of history period and must of development conditions Xia gradually established up of, implication was enterprise unique of personality features and culture details, Enterprise brand of established and formation is need time of, is after long-term efforts of results, and not do times advertising publicity on can of; not full imitation sexual, Enterprise brand is a comparison difficult to imitation of resources, Enterprise brand not only was legal Shang of patent protection, and it of complexity and deep connotation is difficult to in more short time within imitation in place of. As the old catering should give full play to its own unique brand advantage of these resources, development opportunities in today’s fierce competition in the market.
(3) for quality control. Brand quality, without a good quality create a good brand will be out. Old brands in many years in the process of production and marketing of fine products have established a unique production method, so that it has an excellent quality, has attracted a large number of consumers. In the information age, it is necessary to continue to carry forward the fine production advantages, to ensure that the products have good quality while combined with modern information technology, the establishment of modern production and quality control at each production link. Refinement of the first is to do production, passing on points in the production process, each step seriously, must not be perfunctory. Followed in the past based on technology, product feasibility extending to minimize product diversification. Third, the use of modern advanced technologies to expand production, improve production efficiency. IV, note in the legal protection of brands, crack down on fake and shoddy products and enhance market share. V, perfect quality control system, comprehensive control of virtually the whole process. Visible, adhere to the combination of tradition and technology road, old food and beverage brands more sustainable competitiveness.
(4) rich corporate culture. Nature of Chinese culture in the old dining tradition, its historical and cultural connotations and from generation to generation by word of mouth is a young Enterprise package. Even so, old food and beverage brands in the maintenance and development of the modern society, heritage culture must be constantly enriched and improved on the basis of its cultural connotation, connotation and era intension of history a good combination. However many brand awareness in this area is weak and neglect the importance of cultural construction, investment in the promotion and creation of corporate brand on the less. Consumers select products at, also on the cultural quality of the product selected, enterprises in building brands, only culture osmosis, be brand connotation of culture fully display, to form a brand equity of the enterprise depends for its long-term development.
2, brands need continuous innovation
With associated age brand, only sustainable innovation, to be in competition in the market has strong vitality. Old of maintain what has been achieved by one ‘ s forefathers or predecessors not than venture easily, need has venture spirit, also need has innovation policy, however innovation does not means was abandoned original of traditional of things Yu regardless of, blind hastily of innovation, eventually will makes has Centennial Foundation of catering “old” variable has taste, makes “old” brand lost in the class products synonymous with of impression, let competition who opportunity, instead, lost long-term interests.
(1) internal management innovation. First of all, to reform the traditional internal organization structure of enterprises, management embarked on normalization, clearer division of labour and responsibilities of various departments, establishing a modern management system, in-house forming strong incentive and constraint mechanism to enhance members ‘ sense of innovation, stimulating innovation potential. Second, pay attention to the human resources management, while in talent, increase the intensity of human introduction, focusing on the members of the enterprise training and exercise of, namely attention to outsiders again focus on internal growth of talent. Talent training model of innovation, through the traditional training model for single transfer from Prentice, taken a number of ways, many forms of training, staff enthusiasm and initiative into full play, to improve staff quality in different environments.
(2) marketing innovation. First, when the old food and beverage brands in a marketing innovation, by word of mouth publicity turned to advertising and marketing is an important manifestation of it. In fact, many brands at the time of transmission, not only take a single advertisement, also played a personnel marketing, network marketing, public relations and marketing the special role of relatively lower-cost marketing methods, knowledge of organic marketing, integrated marketing, relationship marketing and brand marketing and database marketing concepts, methods of combining adds dynamism and adaptability of enterprises. Second, the time-honored dining brands can use the potential of the brand, expanding business scope, increase market share, from a single small business to the chain-type development, scale operation. Third, the brand extension was a key way of enterprise management innovation, diversified. A relative independence between brands and products, so the brand extension is possible. Called the brand extension, is a brand extension on the existing basis of the product or service to a new product or service, number of products or services that share the same brand, that is, borrowing an existing brand in an industry already on the market awareness and reputation of the formation of, to the relevant industry or brand transplanted to a cross product or service. It can borrow an existing brand image and consumer brand recognition and brand preference for long-term accumulated to form to drive sales of other products under the same brand. Visible old beverage brands marketing innovation can transition from three aspects: product management to brand management, single-store business steering chain, shifting monoculture to diversified business.
(3) technological innovation. Old catering business was a long history, because it has its own unique attraction, this attraction has a considerable part is derived from its excellent quality and good taste. Old and in the long course of business, forming a complete set of technological process of production of his own. In today’s society, the old brand of product quality as the guarantee of sustainable development the need for high quality, but must be to improve the production of some of the more original methods of operation, to keeping up with the pace of the contemporary State of the art in the age of information technology and the introduction of modern equipment in production, constant pursuit of innovation in technology, set up the technical transformation of advanced consciousness, enhance the competitiveness of old brand.
(4) product innovation. Many time-honored restaurants brand of innovation is to start with product innovations, such as Wang Laoji, not only from packaging have been improved, and also conducted bold innovations in taste so bitter herbal tea has become the public taste of the original cool and sweet beverages, greatly narrowing the distance the modern consumer. Quanjude facade not only rely on the world famous roast duck as supporting sign products, has also introduced many new products, continue to cause consumers fresh. Standard for product innovation, including product packaging innovation, product innovation, product innovation and product innovation. Innovation is mainly reflected in the product standards on product quality and consumer satisfaction on the improvement and strengthening, product varieties should be with the times for the replacement of development, product packaging not only innovative, but also to environmental protection and rational use of resources, product service innovation is to allow the consumer enjoy a higher level of service quality and service.
(B) adhere to the traditional management kernel, management innovation
1, management, involvement of new business ideas
Old food and beverage brands in the long development process, developed his own distinctive management philosophy. Quanjude “and there is no default, poly without bulk, ren de first.” These management culture, unique resource is the old catering enterprises, can not be copied, are an important part of enterprise’s core competitiveness. Old on this basis, combined with the characteristics of the times, to manage innovation.
(1) to e-commerce as guide, and realization of management information. Old and need to use the modern information equipment, the realization enterprise operation and management of information production, storage, processing, sharing, and intensive process of decision making, changing old traditionally low levels of information, defects of hindering the development of enterprise. For example, Tong ren Tang management system through the introduction of ERP, K/3ERP,, internal production and towards standardized and scientific management and flexible has taken a major step forward.
(2) strengthening human resources development, establishment of learning organizations. Traditional old handicraft workshops as the main mode of production, personnel quality generally low. Today in the industrial and economic transition to a knowledge economy in transition, talent is the core resource of the knowledge economy, old needs to attract the best people, provide training opportunities for staff to improve the quality of staff, enhance their competitiveness.
(3) management innovation through the introduction of new ways of doing business. Franchising as a popular mode of operation, are old enterprise has been widely used in the development process. Quanjude, DONGLAISHUN, through building strong distribution system, in the form of chain or franchise expansion of the successful implementation of the enterprise.
2, management innovation, shaping the humanistic connotation of the brand management
Brand is a combination of enterprise culture and enterprise image and reflect, is the communication bridge between enterprise and employees. Building corporate brand requires human management. Must foster sustainable enhanced sense of belonging among employees of enterprises on the one hand, and constantly strengthen a solidarity relationship between enterprises and employees, so that this belief is materialized to enterprise product image of the target; Other hand, to establish a system to encourage initiative and creativity of system management, so that employees have more free space and desire. Old China enterprise to effective utilization of human resources within the enterprise, creating an up and down with the community, to respect people, using people, culture, people, talents in creating an enabling space for the enterprise. Moreover, in addition to internal staff speak human, also including the humanization of customers as a service object. Concept of Humanized service for customers in the business of important position on the correct understanding of the relationship between material interests and the interests of society, dealing with brand positioning, the relationship between market orientation and customer location, ensure that forming a rational and effective matching between the three mechanisms.
3, management innovation, increase research and development to promote enterprise’s core technology
Almost all old catering brand has its own core technology. These technologies associated with the unique corporate culture, a difficult to imitate nature. For the company’s core technology, you should first establish a scientific system, strengthen confidential work on core technology. Old through years of changes, mostly out of the family enterprise mode, ancient creed of recipes not outsiders no longer work. Enterprises can use strict confidentiality agreements with core technology holders and restrictions on competition to protect the core technology. Old should be on the premise of maintaining product quality and characteristics, market demand as direction, to update and improve the core technology. Finally, achieve product standardization of processes and quality. From the formulation of the product to specific processes, establish strict quantitative criteria to achieve speed, high efficiency, low cost effect instead of the standard manufacturing process also ensures the quality of the stability and purity of taste. Standardization, standardization is the “McDonald ‘s”, “KFC” in magic weapon to win in the world. Mainly in the area of old enterprises need to get out of the production process, master apprentice mode, implementing industrialization of the production, standardization and standardized, so as to meet the market competition situation of enterprises bigger and stronger.
(Iii) adhere to the characteristic line, market-oriented operation
1, feature innovation, enhance the culture of Chinese old brands “three forces”
(1) adhere to the market, build brand loyalty of the culture of power. Enterprise according to the brand in the long term vision, convergence of brand and customer needs, space distance shortened brand and customer. Corporate brand is the carrier of information, is the embodiment of the concept of enterprise culture and management, however, only when the information and cultural dissemination through appropriate channels when it reaches the brand before audiences of customers can promote customer form perception of brand and value. Use every influence of brand culture can give value added, in order to best effect, make brand in-depth customer life, into the customer’s mind.
(2) uphold differentiation, cultivating brand culture influence. Marketing differentiation for brands to create a different customer needs, so as to make the market influence of brand culture. Service differentiation is a key factor in the decision to brand loyalty, can internalize the inherent element of customer perceived value, brand driven market potential. Shape of China’s time-honored brand cultural differences should be combined with old history and unique production technology and processing recipes to locate, continuously strengthen the impetus for the market potential of its brand and market presence of brand culture.
(3) adhere to the scale, increase the added value of brand culture. Adhere to the scale-to “enterprises, brand stronger”, thus enhancing the cultural added value of the value of the brand, this is the old China enterprises create famous brand and brand operation strategy of important initiatives. Old culture of enterprise brand can be a product, service, procurement, advertising and various communication interface, formation of influential and impressive brand value and brand cultures. In addition, the Chinese old enterprises must learn to adapt to the changing competitive environment, use the product quality, product personality, temperament and brand marketing tools, providing more ways for the spread of brand culture, culture to create brand, used culture to realize the value of brand value, brand to win Chinese cultural revitalization and development of old enterprises.
2, intensify market research and development, promote enterprise’s core technology
Almost all of the old shop has its own core technology. These technologies associated with the unique corporate culture, a difficult to imitate nature. For the company’s core technology, you should first establish a scientific system, strengthen confidential work on core technology. Old through years of changes, mostly out of the family enterprise mode, ancient creed of recipes not outsiders no longer work. Enterprises can use strict confidentiality agreements with core technology holders and restrictions on competition to protect the core technology. For example, Coca Cola, the company only two people to know its formula and is responsible for provisioning of juice, and then sent to all over the world to filling. Second, increase investment in research and development, enhance the technological content of products. Old should be on the premise of maintaining product quality and characteristics, market demand as direction, to update and improve the core technology. Finally, achieve product standardization of processes and quality. From the formulation of the product to specific processes, establish strict quantitative criteria to achieve speed, high efficiency, low cost effect instead of the standard manufacturing process also ensures the quality of the stability and purity of taste. Standardization, standardization is the “McDonald ‘s”, “KFC” in magic weapon to win in the world. Mainly in the area of old enterprises need to get out of the production process, master apprentice mode, implementing industrialization of the production, standardization and standardized, so as to meet the market competition situation of enterprises bigger and stronger
(Iv) system maintenance on old restaurant brand development
1, the Government gave the necessary support and guidance
Governments around the world will be encouraged and supported to a certain degree of “old” enterprise. Netherlands wooden shoes, Belgium lace laces, Switzerland Saber, and Liechtenstein of commemorative stamps and other “old” enterprise are in varying degrees of support and assistance of the Government. All levels of Government in the protection of the local “old” companies should also make a difference. Government support for these “old” enterprise is not in how much money to these businesses and market support, support is the key “old” enterprise system innovation, support the “old” Enterprise for investment and equity diversification efforts, protect those who have the dedication of entrepreneurs and entrepreneurship, support the “old” enterprises to introduce foreign capital, optimization and reorganization efforts. Meanwhile, the Government should also be made in the capital, talent introduction, preferential tax policy aspects, such as giving the “old” enterprise to a certain degree of support. It is understood that the Ministry of Commerce and other related government departments and agencies are efforts to study the protection and promotion of the “old” standards and measures for enterprise development, so that “old” in the new period renewed youth. Department of Commerce are policy development, promoting the concept of change, institutional transformation, talent-building aspects of the “old” enterprise development and create a good environment for the development of competitive environment and equal.
2, the establishment of modern property rights system.
Many “old” has been managed and incompetent leadership, lack of stamina, property rights is the key. Because many “old” is the State-owned enterprises in the traditional sense, the State-owned assets were in serious lack of investment, virtually no one is really concerned issues of enterprise assets and brand value. To make the “old” after China joins the World Trade Organization “not out of the country in international competition” in the survival and development, must change its property rights system, change the “old” State of the State-owned enterprises, a single shareholder, establish and perfect a modern enterprise system. And to let the “old” Enterprise Carl, you must also change enterprises ‘ management mechanism, clarifying property rights must be established, the smooth transfer of power and responsibility clear, modern property rights system. “Old” Enterprise property right diversification is the solution of “old” one of the key to business survival.
Beijing Tong ren Tang, DONGLAISHUN and other “old” enterprise was able to radiate vigor, is that both “old” Corporation ‘ introduced a new school, through such means as joint ventures, not only for the “old” inject money into the enterprise, but also for the “old” method for enterprises to introduce advanced management methods, management, but also to the “old” a revolution of property right system of State-owned. Jude huatian Holdings Limited owns one of the oldest restaurants in Beijing, more than 430-year history of “liuquan Habitat”. The company was also facing demolition of shops, the system is not adapted to the times, and so on, as the Deputy General Manager Jia leap said: “our Hongbin House, also a plus, with the Spring Garden and other ‘ old ‘ enterprise reform, employee shares, shares, taking new approaches to employment and incentive mechanism, the ‘ old ‘ modern life. “The Government should encourage the” old “enterprises through mergers and restructurings, ESOP, MBO, efforts to establish joint ventures and other forms of property rights for the” old “development of catering enterprises expanding space.
V conclusion
In December 2006, the Ministry of Commerce was held in Beijing on the revitalization of the old brand of carrying forward the Chinese nation “old seminar on innovation and development”, the first batch of 430 “old China” Enterprise (brand) with various related ministries and commissions room, started the project of revitalization of the old, catering enterprises as the main brunt of the old.
Old dining with brilliant history of the brand, is a worthy of our valuable wealth of excavation and, innovative. We believe, in after series of awareness and reform zhihou, in inherited and development old catering brand of excellent quality of Foundation Shang, China old catering brand in more of opportunities and challenge of environment Xia will play out itself advantage, relies on existing policy forces and social concern, torrent Yong into, will brand big do strong, makes “old” catering brand can revive treasures, forever youth, recycling brilliant.
Reference literature
1, Li Pinyuan: “study of core competitiveness of enterprises”, of the theoretical and empirical analysis of the economic science press, 2003
2, Gao Xuhong: “brand management, old and new thinking” of the China inspection and quarantine, 2004
3, Zeng Hao: “the Chinese road to old, from the ashes”, the theory of Jiangsu, 2001:7
4, Leng Zhiming: “study on lag reasons and countermeasures of Chinese old brands”, the journal of Beijing technology and business University, 2004:1
5, Beijing Municipal Commission of Commerce series: “chain management study report compiled in Japan”, Beijing, 2000:3
6, China cuisine Association professional Committee of fast food: “fast-food chain practice questions and answers”, Beijing, 2004:8
7, Guo Dongle, song is editor in Chief, and Jing Jing Lin Bo: “China business frontier theory” literature of social science press, 2003:12
8 day diet group company, Beijing China Zhi in the catering industry Committee: Journal of the West side of the catering industry, 1997:5
9, al. Rhys, and Laura. Rhys s, Zhou Anzhu, Chu Wensheng, Mei Qinghao translating: “brand 22″ Shanghai people’s publishing house, 2004:7
10, Kevin. M. Keller, with Li Naihe, Li Ling, Shen Huai, and Cao Qing translating “strategic brand management”, people’s publishing house, 2003:5
11, James. H. Myers s, Wang Yi (Yan Qing combined) translation: “market segmentation and positioning”, publishing house of electronics industry, 2005:1
12, Delta. I. Hawkins, and Jacques Rogge. J. best, and kennien. A. s coney, Fu Guoqun, translation: “consumer behaviour” (8th Edition), mechanical press, 2004:8
13, Reese, and trout, and Wang Enmian, Wang Shaowei translated: “locate”, China’s financial and economic Publishing House, 2002:2
14, Gao Xuhong: “brand management, old and new thinking” of the China inspection and quarantine, 1992 (8)