Research On The New Media Strategy Of The Brand Culture Communication Of The Chinese Time-honored Daoxiangcun

The China's time-honored brand is a precious local independent brand in my country.It contains the essence of my country's profound business culture and also carries the Chinese traditional culture.However,with the changes in the market environment and the development of new media and Internet technology,quite a few China's time-honored brands are facing survival crisis in the fierce market competition.According to the statistics of Ali Research Institute,among the 1,128 China's time-honored enterprises recognized by the Ministry of Commerce in 2006,only 10% were in good operating conditions,70% remained in operation,and the remaining 20% were in a state of longterm loss.The reasons are conservative culture,limited technology,narrow business scope,and lack of modern marketing awareness are the main reasons for the status quo of the development of China's time-honored brands.Among them,they cannot quickly adapt to changes in market communication methods,brand cultural influence and innovation.Insufficient strength is an important reason for the bottleneck in the development of China's time-honored brands.With the development and maturity of new media,it is an urgent task for China's time-honored enterprises to actively explore suitable brand communication paths under the new media situation,continuously enhance brand competitiveness,and use the advantages of new media to spread brand culture.This article mainly takes the Chinese time-honored brand Daoxiangcun as an example,analyzes the necessity of Chinese time-honored enterprises in brand culture communication in the context of new media,analyzes the problems in the process of brand culture communication in Daoxiangcun,and then gives corresponding solutions.The optimization strategy proposed in this article is mainly based on the brand life cycle theory and integrated marketing communication theory,and under its guidance,the author puts forward the strategy of brand culture communication of Chinese time-honored enterprises in the context of new media.The first chapter of the thesis sorts out and analyzes the research background,research purpose and significance,research content and methods,and existing research results around Chinese time-honored enterprises and corporate brand culture communication.The second chapter expounds the main concepts and communication theory of brand culture communication.The third chapter focuses on the analysis of the status quo of Daoxiangcun's corporate brand culture communication.The fourth chapter uses the methods of investigation and research and online interviews to analyze the brand culture communication of Daoxiangcun using SPSS software.From the aspects of Daoxiangcun's use of new media media,technology applications,and user communication,it is concluded that Daoxiangcun's brand cultural transmission There are problems such as high bidding and promotion costs of search engines,insufficient effective traffic conversion rate,and unreasonable brand promotion image.The causes of the problems are analyzed from the aspects of professional management and operation,new media intercommunication,and user relationship maintenance.The fifth chapter aims at the problems and causes of the brand culture communication of Daoxiangcun,combined with the new form of integrated marketing communication,and proposes targeted brand culture communication strategy suggestions in four aspects: channel integration,audience integration,content integration and data integration.Finally,summarize the research results of this article and the existing shortcomings,and look forward to future research.