Research on the Marketing Strategy of Hengyuanxiang Brand Reshaping

Kangyi Du; Hongshan Zhao

doi:doi:10.11648/j.si.20190701.17

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Research on the Marketing Strategy of Hengyuanxiang Brand Reshaping

Kangyi Du, Hongshan Zhao

Published in Science Innovation (Volume 7, Issue 1)

Received: 12 February 2019 Published: 28 April 2019

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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.

Published in	Science Innovation (Volume 7, Issue 1)
DOI	10.11648/j.si.20190701.17
Page(s)	31-36
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2019. Published by Science Publishing Group

Keywords

Old Brand, Brand Remodeling, Hengyuanxiang, Marketing Strategy

References

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[4]	Lehu J. Back to life! Why brands grow old and sometimes die and what managers then do: An exploratory qualitative research put into the French context[J]. Journal of Marketing Communications, 2004, 10(2):133-152.
[5]	严芳琴. 老字号品牌活化策略的有效性研究[D]. 华东师范大学, 2014。
[6]	刘敏. 恒源祥家纺公司营销策略研究[D]. 复旦大学, 2009。
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[14]	文芳.重塑百年老字号品牌形象[J].中国纺织报，2005(4)。

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Kangyi Du, Hongshan Zhao. (2019). Research on the Marketing Strategy of Hengyuanxiang Brand Reshaping. Science Innovation, 7(1), 31-36. https://doi.org/10.11648/j.si.20190701.17

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ACS Style

Kangyi Du; Hongshan Zhao. Research on the Marketing Strategy of Hengyuanxiang Brand Reshaping. Sci. Innov. 2019, 7(1), 31-36. doi: 10.11648/j.si.20190701.17

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AMA Style

Kangyi Du, Hongshan Zhao. Research on the Marketing Strategy of Hengyuanxiang Brand Reshaping. Sci Innov. 2019;7(1):31-36. doi: 10.11648/j.si.20190701.17

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@article{10.11648/j.si.20190701.17,
  author = {Kangyi Du and Hongshan Zhao},
  title = {Research on the Marketing Strategy of Hengyuanxiang Brand Reshaping},
  journal = {Science Innovation},
  volume = {7},
  number = {1},
  pages = {31-36},
  doi = {10.11648/j.si.20190701.17},
  url = {https://doi.org/10.11648/j.si.20190701.17},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.si.20190701.17},
  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.},
 year = {2019}
}

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TY  - JOUR
T1  - Research on the Marketing Strategy of Hengyuanxiang Brand Reshaping
AU  - Kangyi Du
AU  - Hongshan Zhao
Y1  - 2019/04/28
PY  - 2019
N1  - https://doi.org/10.11648/j.si.20190701.17
DO  - 10.11648/j.si.20190701.17
T2  - Science Innovation
JF  - Science Innovation
JO  - Science Innovation
SP  - 31
EP  - 36
PB  - Science Publishing Group
SN  - 2328-787X
UR  - https://doi.org/10.11648/j.si.20190701.17
AB  - 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.
VL  - 7
IS  - 1
ER  -

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Author Information

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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APA Style

Kangyi Du, Hongshan Zhao. (2019). Research on the Marketing Strategy of Hengyuanxiang Brand Reshaping. Science Innovation, 7(1), 31-36. https://doi.org/10.11648/j.si.20190701.17

Copy | Download

ACS Style

Kangyi Du; Hongshan Zhao. Research on the Marketing Strategy of Hengyuanxiang Brand Reshaping. Sci. Innov. 2019, 7(1), 31-36. doi: 10.11648/j.si.20190701.17

Copy | Download

AMA Style

Kangyi Du, Hongshan Zhao. Research on the Marketing Strategy of Hengyuanxiang Brand Reshaping. Sci Innov. 2019;7(1):31-36. doi: 10.11648/j.si.20190701.17

Copy | Download

@article{10.11648/j.si.20190701.17,
  author = {Kangyi Du and Hongshan Zhao},
  title = {Research on the Marketing Strategy of Hengyuanxiang Brand Reshaping},
  journal = {Science Innovation},
  volume = {7},
  number = {1},
  pages = {31-36},
  doi = {10.11648/j.si.20190701.17},
  url = {https://doi.org/10.11648/j.si.20190701.17},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.si.20190701.17},
  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.},
 year = {2019}
}

Copy | Download

TY  - JOUR
T1  - Research on the Marketing Strategy of Hengyuanxiang Brand Reshaping
AU  - Kangyi Du
AU  - Hongshan Zhao
Y1  - 2019/04/28
PY  - 2019
N1  - https://doi.org/10.11648/j.si.20190701.17
DO  - 10.11648/j.si.20190701.17
T2  - Science Innovation
JF  - Science Innovation
JO  - Science Innovation
SP  - 31
EP  - 36
PB  - Science Publishing Group
SN  - 2328-787X
UR  - https://doi.org/10.11648/j.si.20190701.17
AB  - 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.
VL  - 7
IS  - 1
ER  -

Copy | Download