Abstract
At present, with the development of China's market economy and the deepening of internationalization, the time-honored enterprises need to strengthen their own brand construction in order to maintain their competitiveness in the fierce market competition. Scientific brand building can inject new vitality into the time-honored enterprises. However, if the brand building of the enterprise lacks systematic risk management, it will be difficult for the enterprise to achieve the expected business goals and business effects, and even lead to the enterprise bankruptcy crisis. This paper takes the time-honored T traditional Chinese medicine enterprise as an example, and analyzes how to effectively manage the external risks of the time-honored enterprises in the process of brand construction.
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