bet365 best casino games ]The brand value of the old name is based on traditional products or services，Excellent culture、Quantitative brand development prospects with innovative capabilities，Old names if you cannot improve the product in time、Adjustment operation，In the end, it will cause the brand to die。The survival and development of the old name is inseparable from the innovative behavior in business。

The well -known nationwide & ldquo; Wang Mazi & RDQUO; Scissors、Yantai's 80 years of history & ldquo; Jinzhang & RDQUO;，One of Tianjin's three must -have & ldquo; Eye & rdquo; Fried cakes transfer to equity due to difficulty in operating。Old name，These national industrial and commercial brands based on public -private partnerships (1956)，After experiencing dynasties, replace，I have experienced regime change，I have experienced war baptism，I have experienced system conversion，Win consumers' identity with the culture of integrity and unique skills，Hard all the way to the present。but，There is a survey indication，Nearly 70 % of the old -fashioned business difficulties。In -depth inspection of the consumer market，In the competition with products in the same industry，Quite a lot of old names, although it has a certain brand of brand awareness，but，Compared with the former glory，Its current market influence，or consumer brand loyalty，Obvious insufficient。

　　The phenomenon of brand recession in the old name

People can't help asking，Old names with a long history，Why encounter greater business problems in today's market economy? The product cannot adapt Bet365 app download to social development，Or is it the cause of system obstacles?

The theory of life cycle of the brand，A brand must go through the initial period、Growth Period、mature period，Finally enter the recession period。The old -fashioned brand is already in mature or post -mature period，Once the product quality decreases or is outdated、Back operations, etc.，Will lose the original market，The brand will also inevitably enter the recession。For example，& ldquo; Wang Mazi & RDQUO; Scissors，Always adhere to the traditional iron clip steel technology，Not only high cost，Its image and durability are also difficult to adopt new steel、New brand with beautiful styling，Coupled with the failure of the changes in the operating system，Eventually leading the brand to withdraw from the market。

Zheng Dongchun and other investigations on the old name of Tianjin，Pujo companies generally exist in varying degrees of brand recession。This recession exists in many aspects: some manifestations are outdated for outdated products，Such as the development of technology，Ink、Film and other products have been asked by few people;，Drive due to interests，Competitors will divide market share with better products and services，Ru McDonald's、Good Lai and other new catering pairs of old -fashioned restaurants、The challenge of the pastry store;，It is difficult to remove the traces of the planned economy，or family -style business inconsistent market laws，Make the old -fashioned management performance of modern enterprises;。These factors can be used alone or in a separate action for enterprises，Makes the brand's brand influence gradually weakened，It is manifested as its popularity without winning the corresponding market share。More serious is，After experiencing Bet365 lotto review the change of the times，The consumption habits of young people have changed，No longer fell in love with traditional products，such as a burger bag replaced Chinese rice noodles，The brand awareness of some old -fashioned brands also declines。After various problems occur，Old names if you cannot improve the product in time、Adjustment operation，In the end, it will cause the brand to die。

　The unique skills of the old name are only part of the brand value

First，What is the brand value of the old name? Brand value refers to the tangible income that invisible brand assets bring to enterprises。Due to the long history and the former glory，The old name has good reputation and extensive popularity，Brand value is not only attached to the use value of the product，and its brand name itself is an intangible asset。Take Chinese medicine products as an example，Tongrentang is a senior old -fashioned brand that is deeply trusted by consumers，Under the same price，Consumers have a higher chance of choosing Tongrentang products。Cordyceps sinensis、Popular and wine and other traditional Chinese medicine nutritional markets are more obvious，Even if the price of the old -fashioned product is higher than the price of non -branded products，Information asymmetry makes it difficult for consumers to judge the inherent quality of the product，For the sake of caution，I will also choose the old -fashioned product。This higher sales or price is the embodiment of the value of the old brand brand。

No doubt，The brand value of the old name is accumulated by the efforts of the successor。Visual look，The old name must have the unique skills of inheritance of the past，But this is just part of the brand value。& ldquo; Dogs ignore & rdquo; Baozi is famous for the world，But if you bet365 Play online games stick to the traditional formula and business method，It can only be made into & ldquo; buns plus porridge & rdquo; workshop -style operation，This may have been eliminated out of the market for a long time。The old name must also be improved with the development of the times，& ldquo; Dogs ignore & rdquo; can be based on traditional flavors，Developing fine steaming bags、New dishes，Develop pasta production with quick -frozen buns，For a moderate brand extension。Practice proof，The survival and development of the old name is inseparable from the innovative behavior in business。

Examine the successful old name，There are technical and business specifications that are strictly followed，These specifications will eventually be converted into an intangible cultural heritage of the enterprise，Help for the development of the enterprise。When I organize the historical materials of Tianjin Hong Rintang，See a record of an interview with old pharmaceuticals (dead) in the 1990s，When it comes to fine materials, valuable raw materials are generally operated by the boss。Many people will think that this is a anti -theft measure，The explanation of the old pharmaceutical is shocking: & ldquo; This is to ensure the sufficient amount of fine materials，Not short of pounds。& rdquo; Pharmaceuticals have experienced strict production process，Trust my brand very much，During the sales process, I will be confidently recommended to consumers，Finally established a good brand loyalty。Based on this，So far many consumers have a trust in Hongrenntang and even Tianjin Chinese medicine products。The era has developed，Human environment、​​The natural environment is changing，Some technologies、Product is outdated or outdated is normal，If out of environmental protection,，Rhino Horn、bet365 best casino games tiger bone, etc. No longer use，The corresponding Chinese medicine formula also needs to be adjusted。The technical trick of the old name may change，But the excellent culture of the old brand brand is not outdated，This cultural advantage is exactly the brand value of the old name。The brand value of the old name is based on traditional products or services，Excellent culture、Quantitative brand development prospects with innovative capabilities。

Next，The actual performance of the brand value of the old -fashioned brand is biased。The brand value of the old -fashioned name is in two forms: First, the reality shows，The second is invisible、The company can reach。The institutional mechanism of the old name has been marked with history，This is both wealth and 桎梏。Due to changes in the business environment，Many old names have not been able to adjust their business strategies in time & mdash; & mdash; including product improvement and management methods of business，As a result, the brand value is reduced。If consumers agree & ldquo; Wang Mazi & rdquo; scissors & ldquo; past time & rdquo;，But the backward process has led consumers to no longer be loyal。Suppose & ldquo; Wang Mozi & rdquo; Timely brand extension，Produced new products that adapt to the era，This brand still has consumer recognition。The popularity of the old name is the huge intangible wealth of the brand owner。From the perspective of society，Due to Bet365 lotto review the change of the times，The management of the old -fashioned Mo Shou Chen rules is difficult to adapt to the new market situation，The brand value that leads to reality and the potential of the brand value that can be achieved。Therefore，Old -honored companies should actively reform，Cultural inheritance and ability innovation，Convert the potential brand value into the real value of the company's own。

Last，The old name is an important social asset。Bet365 lotto review The development and prosperity of culture in today's society，The brand value of the old name is also an important social and cultural asset。If the old name is eliminated lightly due to product or system reasons，It is also a waste of social resources。The development of the old name is inseparable from policy support and guidance。2003，The Ministry of Commerce began to implement & ldquo;，Great & ldquo; Chinese old name & rdquo; title，All provinces and cities have also selected old -fashioned companies at the same level，This is a new opportunity for the development of the old name。

On the cultural product market，The rise of the old -fashioned name also drives the temperature of similar collections，Guangxu Two Edition version of "Tongrentang Medicine" rose from a few years ago to about 1,000 yuan，Other cultural relics with existing old -fashioned samples have also become a sought -after goods，Ru Hongrentang's imitation order、Daren's medicine bottle、The first company's in -agent "Neptune" and other companies，All sought after by the collection industry。I visit the collection market、The collector feels deeply，The cultural information passed in these cultural relics not only belongs to the enterprise itself，It also reflects the development of society，Reflection of integrity operation、Smart Marketing、Excellent social and cultural essence such as innovation management。Therefore，The brand value of the old -fashioned brand is also a manifestation of social and cultural prosperity。

(Author Unit: Institute of Modern Enterprise, Tianjin Academy of Social Sciences)

Reprinted, please indicate Source: China Social Sciences Journal