Research on the Marketing Strategy of Hengyuanxiang Brand Reshaping
Science Innovation
Volume 7, Issue 1, February 2019, Pages: 31-36
Received: Feb. 12, 2019; Published: Apr. 28, 2019
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Authors
Kangyi Du, Beijing Institute of Fashion Technology, Business School, Beijing, China
Hongshan Zhao, Beijing Institute of Fashion Technology, Business School, Beijing, China
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Abstract
Chinese time-honored brands, with their rich cultural heritage, are the founders of Chinese brands and have made important contributions to China's economic development.With the development of the times, the blend of Chinese and Western culture and commerce, many domestic young fashion brands have gradually developed and matured, and foreign high-end brands have quietly entered the Chinese market, controlling the consumer psychology of Chinese consumers with their characteristics. Therefore, how to maintain the vitality of the old brand in the complicated market, to obtain high customer loyalty and to attract the attention of the new generation is still a question worth pondering. This paper will take Hengyuanxiang, one of the representatives of China's old brands, as an example, and discuss the old Brand remodeling marketing strategy in depth.
Keywords
Old Brand, Brand Remodeling, Hengyuanxiang, Marketing Strategy
To cite this article
Kangyi Du, Hongshan Zhao, Research on the Marketing Strategy of Hengyuanxiang Brand Reshaping, Science Innovation. Vol. 7, No. 1, 2019, pp. 31-36. doi: 10.11648/j.si.20190701.17
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