Research On The New Media Communication Strategy Of The Brand Culture Of Time-honored Cultural Enterprises

The communication value of time-honored corporate brand is not just about brand promotion and product marketing,but lies in propagating its brand value and expanding the influence of traditional Chinese culture across the world.With the development of new media,the communication channel,content and target audience have been greatly influenced by technology innovation.At the same time,many time-honored corporations are with heavy pressure in fierce market competition.Therefore,it is of great significance for time-honored enterprises to explore new methods to enhance its brand,and change its conservative management philosophy.By this way,this type of corporate can promote the development as well as the inheritance of traditional Chinese culture.Against the background of new media development,the dissertation will illustrate the meaning and necessity of adopting proper new media strategies to communicate brand culture at the beginning.Then,analyzing communication problems of time-honored corporations,and putting forward related new media strategies to solve these problems.In addition,the author plans to comprehensively explain these aspects by selecting RongBaoZhai as the case study.In order to gain a better understanding,the whole dissertation will be underpinned by four main theories,namely,Integrated Marketing Communication Theory,Interactive Marketing Communication Theory,Word-of-Mouth theory and Accurate Dissemination Theory.Under the guidance of these four theories,the author intends to give useful suggestions and advices for time-honored corporations.It has to be clearly understood that new media cannot thoroughly change the current situation of these corporations;new media just provide a new chance with them.