Influence Factors On China Time-honored Brand Network Communication

As the rigid system of enterprise, the low level of management, product development lag and the bad marketing environments and so on, especially the lack of the brand maintenance and the neglect of brand image communication and promotion. China Time-honored brand which is essence of Chinese business culture declines at an annual rate of 5% reduction. How to save and promote the development of China Time-honored brand has become an important issue. The "resurgence of home products" phenomenon and the successful use of online media on WangLaoji and WuLiangye have given us an important enlightenment since 2008. That is, the innovation of old name may start with the form, and endow the "old" content with the new times character in appropriate framework and mechanism. Unfortunately, most old name enterprises have not realized the effect of this new form of communication on brand network communication. On the other hand, face network spring tide, these enterprises may hesitate to move forward, or contempt, or conflict with, or fear. Academic circles lack the systematic, science, in-depth study in the content, form, meaning, influence factors and communication strategy of China Time-honored brand communication, and this study is of great significance undoubtedly.For all those reasons, this study attempts to analyze the practical significance, likelihood, strengths and weaknesses of old name network communication based on related theories of communication, marketing and consumer behavior and the characteristics of old brand, the network media, consumers in the environment of network, focusing on revealing those factors that influence the effect of old brand network communication. I believe that solving these problems will surely provide meaningful guidance to China Time-honored brand communication strategy.Brand communication is a process to convince consumers, if the old name enterprises take full advantage of their own strengths to improve persuasion effect, they must understand the content, mode of communication and the consumers of old brand name clearly in the persuasion process. Based on this consideration, this study establishes the basic idea of "old name status quo and characteristicsâ†'network transmission as a meanâ†'characteristics of the old brand, network transmission and consumers in the environment of networkâ†'influencing factors". Meanwhile, the study analyzes influencing factors that affect the results of transmission in each step of the implementation of old brand name network communication along the logic of "transmitterâ†'transmission contentâ†'transmission mediaâ†'audiencesâ†'transmission results" on basis of Lasswell 5W model theory, and eventually establishes the influencing factors model of "credibility features (transmitter)â†'customs (transmission content)â†'precision (transmission media)â†'home products awareness (audience or consumer)â†'communication effect'In the course of the study, comprehensive marketing, consumer behavior and so on build the old brand name network communication influencing factors theoretical models by the means of literature research, and obtain data to support the theory through questionnaires. Finally, I examine the research hypothesis and theoretical models by SPSS 17.0. AMOS and other analysis tools, the results of this study are as follows:Firstly, four variables of professionalization, custom, precision, and awareness of home products have significant positive impact on the results of old brand network communication.Secondly, four variables of professionalization, custom, precision, and awareness of home products influence consumer buying behavior intentions indirectly by the influence on consumer brand cognition and emotion, but the importance is different. For the impact of brand awareness, the degree of importance is:precision> custom> professionalization, awareness of home products has no significant affect on brand cognition; for the emotional impact of the brand, the degree of importance is:custom> precision> awareness of home products> professionalization.Thirdly, the intermediate variables of brand cognition and emotion have significant positive impacts on consumer's intention to purchase, and the two variables can be the measurement of important strategy and results of old brand network communication.Fourthly, four variables of professionalization, custom, precision, and awareness of home products are the influencing factors of results of old brand network communication, and are also the strategic direction and guidance of old brand network communication.This study not only enriched the related theoretical contents of old name and brand network communication, but also further expand the applicable scope of brand communication results model theory and rational behavior theory, which is helpful to the practice of Chinese old brand communication.