Research On China Time-Honored Brand’s Marketing Strategies Influence On Consumer’s Purchase Intention

Time-honored brand is our country commercial a kind of special appellation, it generally refer to excellent national enterprise, which have long history, product quality excellent, good credit and have unique craft or transmission. But for some reasons, Time-honored brand is gradually decline. For the problem of Time-honored brand faced, now research scholars mostly think Time-honored brand can’t keep up with the pace of the progressive era in brand management and marketing ideas and management ideas etc. For the Time-honored brand’s marketing strategy most studies on the theory section, or concrete analysis of enterprise development and marketing strategy, there are little constructing model for empirical researchThis study based on marketing theory and consumer behavior theory, combined with the characteristics of the Time-honored brand, select four marketing strategy. In the research process of the paper, building a theory model through the literature, the model is Time-honored brand’s marketing strategy effect on purchase intention, through the questionnaire survey to collect data. Using SPSS17.0statistical analysis tools to test the research hypothesis and theoretical model. Finally, the author gets the following conclusion:Firstly, the four variables of perception quality, cultural marketing, nostalgic advertising and service quality have significant effects on consumer’s intention of Time-honored brand, this influence are positive.Secondly, the four variables of perception quality, cultural marketing, nostalgic advertising and service quality are through the influence of consumer’s cognitive trust and emotional trust indirect effect consumer’s purchase intention. The important level of influence of cognitive trust and emotional trust is:service quality> nostalgic advertising> perception quality> cultural marketing. Thirdly, consumer’s cognitive trust and emotional trust as an intermediary variable of model, they have significant influence on Time-honored brand’s purchase intention, and this influence is a positive. At the same time, consumers’cognitive trust has significant positive impact on emotional trust.Fourthly, Time-honored brand enterprise marketing strategy can base on the four kind of marketing strategy of author proposed, combined with the actual situation of their own, selective developing marketing strategy combinations.This article through to effecting influence of Time-honored brand’s marketing strategy, not only enriched the theory content of Time-honored brand marketing strategy, but also has practical significance on how to formulate Time-honored brand marketing strategy.