Xinhua Bookstore, which has developed for eighty years, is one of the most famous old brands in Chinese culture industry. Under the new economy supported by technology and culture innovation, the book market competition is becoming more and more intensely. Xinhua Bookstore gradually shows a image of high degree of awareness but low recognition,facing a tough brand situation. This paper uses the theory of brand revitalization proposed by foreign scholars for the revitalization of old brands, analyzes the bra...
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