The Analysis Of The Promotion Of Chinese "Time-Honored" Brands

China is an ancient country with five-thousand- year culture and history. After going through thousands of historical ups and downs, China is left with countless cultural essence, among which the"Time-Honored Brand"is the typical representative."Time-Honored Brand"both in the past and at present, have been affecting our lives by their unique cultural charm, but when we step into the wave of the development of modernized economy, we have found out that old brands'influence is slowly fading out of our sight, therefore, to revitalize old brands'influence and wake up the Chinese Dream already sinking in the hearts of Chinese people have become another driving force for people of our era to pursue the life with rich materials.In terms of the research on"Time-honored Brand"in brand communication, the major domestic academic concern is the strategy about brand building and promotion, as well as brand design, etc. It focuses on brand positioning, brand extension, brand communication, brand maintenance and refining the core of brand value and brand innovation. Its research methods focus on empiricism and pragmatism, at the same time, at the very beginning researchers from abroad have regarded "Time-honored brand" as the brand, and considered brand as intangible assets of corporate and product, therefore, there have been intangible theory appearing in the study abroad.This article attempts to combine the classical theory of communication: Lasswell's "5W" Theory and the practices of"Time-Honored"Brands together and sum up the scope of application of"Time-Honored"Brands in its process of localization; to conduct a careful selection of"Time-Honored"Brands'products and analyze the formation, maintenance and promotion of the brand, summing up the strategies of marketing integration at their markets both at home and abroad so as to identify its shortcomings and successes; to put forward the new ideas of innovative development of"Time-Honored"Brands in the new era: the conceptual innovation, cultural innovation, management innovation and the organic synthesis of characteristics of innovation in order to consistently renew the cultural content and revitalize the dynamics of Chinese"Time-Honored"Brands. This paper aims to cultivate brand personality by using a profound traditional Chinese culture and promote the improvement and innovative strategies of traditional mode of Chinese"Time-Honored"Brands by adopting modern media theory and means, which made this analysis a little special and new. Through theoretical analysis and practical comment, this thesis sums up how to import the dissemination theory in the international promotion of"Time-Honored"Brands, which will raise the theory to the practical operational level, and directly apply itself to practice so as to arrive at the conclusion how to inherit and carry forward the traditional culture through brand promotion and at last discover the breakthrough point of"Time-Honored"Brands in the field of cultural dissemination and market development through the analysis of this thesis.