Abstract:

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 brand status
of Xinhua Bookstore , and puts forward some development strategy for the brand revitalization of Xinhua
Bookstore.