The Research About Integrated Marketing Communication Strategy Of China's Time-Honored Brands Under New Medias Environment

The China's-Time honored Brands have passed the test of time,inheriting the national crafts,and condensing the rich humanistic connotation.They are the brands that the Ministry of Commerce has selected according to strict qualification conditions.The China's-Time honored Brands are a symbol of brand strength and quality and it is a rare industry honor.They used to be industry leaders,and they were very popular in history,left a mark on the history of Chinese industry and commerce.With the changes of the times,these brands have gradually turned to the road of decline.In order to carry forward the national traditional culture,the state issued a project of “revitalizing The China's-Time honored Brands ”,which provided an opportunity for the rejuvenation of The China's-Time honored Brands.In the cosmetic industry,there are many brands of The China's-Time honored Brands.With the development of social and economic currently,these brands should actively use their brand advantages to seek innovation and breakthrough.Cosmetics have been regarded as a luxury in history.However,with the income of Chinese residents continues to grow,people's ideas have begun to change.Cosmetics have gradually become an inseparable part of people's daily lives,and the market capacity has been expanding,our country is the second biggest comestic market after the United States.Relevant information shows that about 80% of the current brands come from abroad.In contrast,the national classic brands are eclipsed.The China's-Time honored Brands have not updated their product concept and marketing strategy in time,and gradually lost their appeal.In recent years,the concept of using domestic products has been widely promoted,which has bring new development momentum into the cosmetics of classic brands.Many brands use new ways of doing business and start to regain their own consumers,but the overall effect is not outstanding.These brands have been in decline for a long time,and the funding conditions are limited.It is difficult to compete with international big brands.Therefore,how to use new media advertising channels is particularly important.The new media has a wide range of communication,can quickly find a large number of audiences,and the cost is low.To achieve the revival of The China's-Time honored Brands,we have to pay attention to this channel.The new media communication emphasizes the integration of creativity,and uses creativity to stand out in the vast amount of information on the Internet,and utilizes the characteristics of new media interaction and community to attract the attention of the younger generation of customers.Nowadays,the old-fashioned cosmetics want to make a comeback.It is to use creativity to transform the “old” from disadvantages into advantages,to construct the brand's characteristic positioning,to highlight the traditional cultural charm of the brand,and to regain the recognition of consumers.This paper demonstrates that the new media environment provides a new opportunity for the revival of domestic products,discusses specific integrated marketing communication strategies with relevant cases,explains achievements and shortcomings according to its actual results,and proposes to optimize the marketing communication of The China's-Time-Honored Brands.