How Should the Old Name Change its Appearance? -- Taking Guangzhou Yanfang Photo Studio as an Example

DOI

10.2991/ielss-19.2019.80How to use a DOI?

Keywords

Old name, Yanfang photo studio, brand update, strategy.

Abstract

Guangzhou Yanfang Photo Studio is a long-established photo studio in Guangzhou, Hong Kong and Macau. It was photographed by Sun Yat-sen and Mr. Lu Xun. However, due to relocation, rapid equipment upgrades, and soaring costs, the business was bleak and gradually faded. This article takes the Yanfang photo studio as an example to explore the marketing strategies of the old and new look, including: repositioning, realizing service innovation, and innovative brand communication.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xiaoqin Yu
AU  - Lingli Zhao
PY  - 2019/08
DA  - 2019/08
TI  - How Should the Old Name Change its Appearance? -- Taking Guangzhou Yanfang Photo Studio as an Example
BT  - Proceedings of the 1st International Symposium on Innovation and Education, Law and Social Sciences (IELSS 2019)
PB  - Atlantis Press
SP  - 425
EP  - 428
SN  - 2352-5398
UR  - https://doi.org/10.2991/ielss-19.2019.80
DO  - 10.2991/ielss-19.2019.80
ID  - Yu2019/08
ER  -