Communication Research On Enterprise We-Media Of China Time-honored Brands

China Time-honored Brand is an honored title granted by the Ministry of Commerce of PRC to enterprises in Mainland China whose brand has a long history, products, techniques or services passed down through generations, with strong Chinese culture background and characteristics and is widely recognized by the society. Emancipatory initial stage, there are more than ten thousands time-honored brands identified by the relevant departments, but with the continuous development of economic globalization, more and more China Time-honored Brands are sadly diminished in the fierce market competition. How to make China Time-honored Brands burst into life, not only becomes an urgent problem to solve in the development of our country, but also gaps to fill in the development of independent brands.The development of electronic commerce provides a good opportunity for China Time-honored Brands; the explosive development of the "enterprise we-media" based on information technology has changed the nature of the management practice of brand communication. Since the "enterprise we-media" is one of the most convenient, effective means of communication, it not only realized the direct interactive between business owners and consumers, but also changed the brand communication way. The enterprise can make an omnidirectional, three-dimensional report through the "enterprise we-media". At the same time, the enterprise can mine data of the consumers deeply, understand the consumers’demand, realize the supply of the information asymmetry on enterprise information. The "enterprise we-media" brought a lot of benefits to the enterprises, such as autonomy, convenience, real-time, efficiency as well as economy. Enterprise established its we-media system keenly due to the advantages of the media. The "enterprise we-media" is a new thing after all, brand communication based on China Time-honored Brands we-media must exist many problems.This study extract80Chinese time-honored enterprises randomly as the main study samples from779Chinese time-honored enterprises identified by the Ministry of Commerce of China, then make in-depth analysis on their official websites and official micro-blogs (Weibo). The data shows that, at present the Chinese time-honored enterprises are still focusing on the traditional media in the brand communication, has not recognized the role of construction of we-media for the brand communication fundamentally, so that there have many problems in the use of we-media, even some naive mistakes. In conclusion, the status of we-media of China Time-honored Brands is worrying. The paper also selected2international well-known time-honored enterprises and2domestic top500enterprises for data comparison with China Time-honored Brands. The results show the weakness and ignorance of the use of China Time-honored Brands we-media.In this study, the content evaluation of official website and official micro-blog of China Time-honored Brands were made for the first time. The evaluation standards are adjusted according to the industry characteristics of China Time-honored Brands based on previous research methods. Some indicators of the evaluation in this study, especially relating to "details of experience" and "social responsibility" can be used as a good reference to improve the level of we-media use of China Time-honored Brands. The problems found in the use of we-media of some China Time-honored Brands can give the other China Time-honored Brands good admonitions. Some countermeasures are proposed in the end of the paper, providing some reference for brand communication development of China Time-honored Brands.