An Elementary Study Of Revitalization Strategy Of Chinese Time-honor Brand

Chinese time-honor brands are an important part of Chinese traditional culture. They are a large force for developing Chinese economy. They also have great values to Chinese traditional culture and Chinese economy. But with the development of economy, most of the Chinese time-honor brands have already disappeared from the market, only few of them still exists. Revitalizing the Chinese time-honor brands is not only good to the Chinese traditional culture, but also to develop Chinese economy. Chinese scholars have done many researches about the Chinese time-honor brand. But compared with the foreign researches, these are not overall.The research methods of this paper are qualitative research and quantitative research. Most of the qualitative research is literature review. This paper reviews the literature about old brand and Chinese time-honor brand systemly. The quantitative research conducts with questionnaire to collect data. The data is analyzed by SPSS software. The method to analyze the date includes descriptive statistic, one-way ANOVA, independent sample-T test, classify, and so on.From this research, it can be found that, the consume preference for Chinese time-honor brand is affected by several factors: the brand attitude, the nostalgia of the consumer and the consumer attribute.This paper totally includes five chapters. The first chapter introduces the background, purpose and method of this paper. The second chapter is qualitative research, it is mainly literature review. The third and the fourth chapter are quantitative research. This fifth chapter is the finding of this research. The last part of this paper is reference and postscript.The unique of this paper is that: the writer researches the Chinese time-honor brands from consumers' brand attitude and nostalgia. Because limited by time and cost, there are also some drawbacks.