Old Brand Big Data Marketing Communication Design Research

The old brand includes unique historical origin and cultural connotation of the Chinese nation, but along with the reform and opening up gradually deepening and economic globalization and integration rapidly advance, foreign brands also enter into the Chinese market, influenced by this, the old brands in our country gradually out of the mainstream market in the reform of economic system. These old brands lost their original characteristics, do not pursue to update and breakthrough on craft, used old patterns routines on the business model, along with the gender, monotonous, disunity style on visual design, as a result, all these factors make traditional brands gradually began to fade from the mainstream ranks take a back seat to the low-end market, and some brands even are dying or had withdrawn from their industry.At the same time, huge data are developed all the time, we have entered into the era of big data; by using big data technology to carry out communication design for traditional old brands is necessary.This article mainly through comparison, Induction and summarizes of the domestic and foreign big data creative marketing transmission cases to obtain reference model of big data creative marketing communication design, based on “the real old Lu GaoJian”as an example to carry out case study and analysis. Synthesize the macro industry situation of “the real old Lu GaoJian”, brand positioning strategy and the cognitive status of consumers. Analyzing the reality state of consumer psychology,memory products, brand promotion and transmission strategy of “the real old Lu GaoJian”, digging out the emotional memory and culture intention of “the real old Lu GaoJian”, reasoning out the traditional old brand, by means of integration design and big data to realize the feasibility strategy of creative communication.”Data economy" era, develop and induce consumers’ demand, reveal perceived value of old brand, such as the big data means, innovative services and marketing strategies systems are integrated together to redesign transmission, the guiding significance constructive method are provided for creative communication of the traditional old brand and sustainable development path in the future.