| With the economic development and the improvement of national confidence and cultural confidence,the consumption field has also become a China-Chic.Chinese traditional cultural elements have become fashionable,and domestic brands have risen." China’s time-honored brand",an important part of the domestic brand,has more or less declined.After the vicissitudes,under the new consumption scenario,"domestic time-honored brands" are facing fierce market competition and escalating consumer demand.How can time-honored brands reverse the decline,activate the brand and regain vitality? It has become an urgent need for time-honored brands to activate their brand assets,reshape their brand positioning,extend their brands,and strengthen their brand communication.This paper takes brand D of "China’s time-honored brand" as the research object,and carries out a questionnaire survey by using literature research method,interview method and case study,review the current situation of brand D,analyze the existence question and causes of brand D,combine relevant theoretical research and brand characteristics of brand D,put forward corresponding activation strategies,provide strategic suggestions for brand D activation,and supplement the research on "China Time-honored Brand" brand activation.In terms of research content,the first consideration is the brand characteristics of "China’s time-honored brand",which has high brand awareness and unique historical culture and skill inheritance.Secondly,starting from the industry market environment and the current situation of the brand itself,considering the long history of time-honored brands and the changes of the times,in order to adapt to the economic market,we should reshape the brand image on the basis of clarifying our own value,and clarify the brand positioning and product and service innovation.Finally,from the perspective of consumers,this paper discusses the impact of consumers on brands,and the impact of the connection between consumers and brands on brand activation.It puts forward the importance of establishing a good interactive relationship between brands and consumers,and suggests that brands use Internet brands to actively interact with consumers in the process of dissemination and promotion,so that consumers can better understand the brand,integrate into the brand,enhance brand loyalty,and extend the maturity of the brand,Then achieve the purpose of brand activation.I n terms of research and innovation,this paper mainly proposes to discuss the brand activation of "China Time-honored Brand" from three aspects.The particularity,brand and consumer of "China Time-honored Brand" expand the previous research that only discussed from one aspect.Studying from three aspects can establish a more comprehensive research framework and enrich the research on brand activation of time-honored brand.We get following conclusions through this study: First,"China Time-honored Brand" should actively innovate,not only in terms of products and services,but also in terms of brand management and brand communication,should also get rid of the traditional way that has been established for a long time,and actively try and adopt new management methods and communication methods.Second,"China’s time-honored brand" should conform to the times,break the stereotype,excavate the brand connotation,reshape the brand image,find the brand positioning,expand the brand awareness,attract more young consumers,and increase the brand value.Third,on the basis of the core business of the brand,we should extend the brand appropriately,take the core business as the center,extend the brand in multiple threads and directions,expand and enrich the brand product matrix,create a strong brand group,and establish brand competition barriers.Fourth,despite its high popularity and recognition,loyal customers will grow old.If the brand wants to extend its maturity,it is bound to continuously attract new consumer groups.It is also necessary for well-known brands to vigorously promote,actively use all major communication channels,establish a communication platform with consumers,strengthen customer loyalty,sense of integration,attract new consumer groups,and make the brand flourish. |
