“Li Li Xiang Imperial Cuisine Old Soup Essence” is a representative item of national intangible cultural heritage, but due to its insufficient publicity and brand concept is not novel enough, resulting in a too limited market, compared with similar products, the market share is low so that consumers do not recognize the product highly. This paper formulates a series of marketing strategies according to the nature of its products and market characteristics, innovating products and product packaging, enhancing popularity, standardizing product prices, expanding sales channels, and at the same time establishing the brand image of "hundred-year heritage" and "green safety" of Li Li Xiang Imperial Cuisine Old Soup Essence, and extending its culture, establishing cultural IP, and promoting the further development of Li Li Xiang Imperial Cuisine Old Soup Essence.

Jinghui Wang, Xuehong Zhao, Lei Liu, Yafei Tang. Research on the Marketing Strategy of Li Li Xiang Imperial Cuisine Old Soup Essence. Academic Journal of Business & Management (2022) Vol. 4, Issue 13: 129-134. https://doi.org/10.25236/AJBM.2022.041319.

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