| Carrying profound traditional Chinese culture, Chinese time-honor brands formed good consumer awareness and brand reputation during its long-term survival and development. In the "2013 China Brand Development Report", it highlighted the status of Chinese time-honor brands: number sharp dropped and survival worried. As various reasons, the business model and management philosophy of Chinese time-honor brands have shown maladjustment in the modern fierce market competition. Few scholars combine the different cultures(traditional culture/adopted culture) and the different generations of consumer groups they are faced(pre-80 /pro-80) to study from the perspective of market segments.In this paper, we do deep study to put management measures facing different generations of consumer groups on the issues of the revitalization of Chinese time-honor brands with the qualitative and quantitative research methods. The qualitative research contains literature review and grounded theory. Through the literature review, we analyzed the related study about Chinese time-honor brand and consumers generations. Through the grounded theory, we analyzed consumer brand experience of Chinese time-honor brand. The quantitative research conducts with questionnaire to collect data. The data is analyzed by SPSS software.The study finds that consumer’s experience in the Chinese time-honor brands includes adopted culture brand experience and traditional culture brand experience. Consumer’s brand experience influences brand evaluation positively. Generation group identity plays a moderation role between Chinese time-honor brand experience and brand evaluation. When the pre-80 identity is higher, the relationship between traditional culture brand experience and evaluation is significant and the relationship between and evaluation is not significant. When pro-80 identity is higher, the two relationships are both significant. |
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