Guangzhou Traditional Brand: Analysis Of Present Situation And Suggestions For Brand Communication

According to a survey, it is about 70% traditional brand enterprises which currently make a living with no promising future,20% out of that facing bankruptcy over a long period of time, and only 10% enjoying a good brand name and presenting excellent economic performance. Some statistical survey indicate, traditional brand enterprises used to be glorious in China, but now die out with 5% every year, and also gradually vanish behind the big stage of the market economy. Guangzhou is a city that has more than 2,200 years, located in the center of South China, near Hong Kong and Macau. It has been the national famous commercial port from of old, and also the starting port of "the Silk Road" on the sea. It is the earliest treaty ports that opened outward in China, with more than 2000 years of commercial history. The traditional brand stores that exist in the streets and alleys of Guangzhou are doubtless the rare but special scenery in the city which has strong business culture, because they contain the traditional culture of an area and nation.There are a lot of factors that results in the traditional brand facing the miserable condition, such as just following the old management methods of family workshop, the marketing and technology technique falling behind, but among them the most important thing is that the traditional brand lacks of the brand consciousness seriously, which is one of the important strategies for modern business enterprise to succeed in the serious competition of 21 centuries. Under such background, first, this paper summarized three important theories--brand, brand equity and brand communication, with the related theories at home and abroad .Then, carried on the structure questionnaire of Guangzhou traditional brand to the consumer. We adopt the software SPSS 11.5 to process and analyze the data of questionnaire, which had been collected, checked solid, coded, and recorded into the computer, etc. According to the data of second-hand and investigation, this paper has analyzed the threat and opportunity of outside environment, the advantage and weakness of it self from two angles of view-- macroscopic and tiny. Finally, according to above analysis, this paper puts forward the following strategy suggestions, including to build up the brand idea, to carry out the new product idea, to position and look for the effective brand communication way.This paper mainly discuss under the point of view from the majors of Communication, Advertising and Branding. My paper is just like a brick, I throw it to lead the real jade, hoping to cause the people's extensive concern to the traditional brand problem, to make more intelligent people to carry on the research thoroughly from different points of view. Our traditional brand spreads the traditional intelligence of the Chinese nation and the regional area. These intelligences are great and deep. Brand contains the modern scientific intelligence. Believe the combination of both makes a perfect affair.