| The author in June 2016 special inspection period,visited the famous Chu earth and the towns of Wuhan’s century old Cao Xiangtai food stores.It is found that in the busy streets of Wuchang’s Shexing gate,the old brand scenery is no longer there.It seems so quiet compared with the shops selling the sound and photoelectric technology.Cao Xiangtai seems to have become a memory of a generation.Beijing fruit,green bean cake and sesame candy is the three product of Cao Xiangtai the main push of the formulation,process and method,the continuation of a hundred years,the standard has not been changed,semi mechanized production,some process or rely on people to operate,in order to maintain the unique taste,with the words of Cao Xiangtai Lu Yaowu:it manager that is a guarantee of quality is also a kind of cultural heritage.But why it is so unpopular at the moment?Based on this,the time-honored Cao Xiangtai phenomenon as the research object,after 4 times before and after the investigation,the 12 recording,interview the manager and old employees,consumers,hundreds of people from the neighborhood,finishing out of the investigation report,found that after the restructuring of Cao Xiangtai removed in the system,management and technical problems in the disadvantages.The construction of enterprise culture and brand promotion is particularly prominent.The author is strongly aware of whether the traditional culture deposited in the old brand can be effectively conveyed through visual design and creativity,whether it can propagate the unique advantages of the old brand through the media,so that the younger generation of the 90s generation will like and accept it and become a time-consuming consumer group.How to find the breakthrough point of creativity,make the design look good,so that the copywriting is good read,obviously cultural analysis is the soil of creativity.Therefore,with the help of branding,communication and other relevant theoretical knowledge,this paper studies from five aspects:First,we recognize the old brand from the perspective of cultural industry.The reputation,quality,history and culture of the old words are resources,and contain beautiful folk feelings,which become the life and memory of a few generations and even a city.How to translate into a direct market contribution?To tap the potential value of old words is to transform this value into market value,which is an effective way to improve the value of old brand names.Second,from the "intangible cultural heritage skills" heritage point of view to explore the cultural significance of the old words.With the help of social investigation,through the investigation of Cao Xiangtai enterprises,based on the unique technique Jueyi,refined social and cultural value from;through the study of the needs of the audience,analyzes consumers’ brand awareness,emotion,loyalty and satisfaction,thus explore the time-honored sense of social identity.Third,understand the cultural value and social value of time-honored brand from the perspective of communication,through the brand value evaluation method to find out the social and cultural factors in the dissemination of the contents;thinking about how to take proper means to activate the visual design and reduction,making consumers are willing to pay the additional value of brand.Fourth,value revaluation.The author went to Beijing,the Chinese time-honored daoxiaochun pastries for field trips,as well as the analysis and promotion of Japan,Taiwan time-honored pastry brand success stories,to the revaluation of the time-honored Cao Xiangtai brand value,thus obtained information for the creative design of the promotion strategy.Fifth,the old name Cao Xiangtai brand vision communication design plan.The old brand Cao Xiangtai’s brand factor is transformed into digital visual image.Through design practice and feedback,the design strategy is reflected,and the design plan is corrected. |
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