汉正街南临汉水,东接长江,已有500年的历史。明末清初便是中国中部最大的货物集散地,呈现出一派“十里帆樯依市立,万家灯火彻宵明”的繁荣商贸景观。改革开放以来,汉正街不仅发生了天翻地覆的变化,还带动了全国小商品批发市场的兴起和蓬勃发展。但随着市场经济在中国的深入,越来越多成功的小商品市场呈现在人们眼前,而汉正街这个昔日的“龙头”也由于基础设施落后以及管理模式的不当等逐渐逊色于其它市场,许多人都疑惑究竟是什么阻滞了汉正街前进的脚步,它的品牌价值到底在哪里,前景又如何?而本文将从汉正街的品牌价值评估,品牌维护,以及品牌的上档升级进行系统阐述。 Hanzheng Street is south of Han River, east of the Yangtze River, has 500 years of history. The late Ming and early Qing Dynasty is the largest distribution center for goods in central China, showing a prosperous business landscape of “one hundred miles sail according to the city, 10,000 lights overnight”. Since the reform and opening up, Hanzhengjie has not only undergone tremendous changes, but has also led to the rise and vigorous development of the national commodity wholesale market. However, with the deepening of the market economy in China, more and more successful commodity markets are appearing in front of people. However, the former “leading” of Hanzheng Street has gradually weakened from the other markets due to the backward infrastructure and improper management mode, Many people wondered what exactly hindered the progress of Hanzhengjie and where is its brand value and its prospects? This article will systematically elaborate on Hanzhengjie brand value assessment, brand maintenance and brand upgrading.