Research On The Development Strategy Of Beijing’s Time-honored Brand Culture In The Context Of Cultural Heritage Protection

The purpose of this paper is to discuss how to produce a new vitality to the time-honored brand by culture inheritance and transboundary cooperation.Based on this, more economic and culture values of the time-honored band are expected and Chinese traditional culture will be spread away by taking advantage of abundant Beijing culture heritage resource. Along with the rapid development of society and technology, western popular culture diversified civil culture continuously and brought an impact on the living manner and consuming custom.At the same time, more new brands from both home and abroad stepped into market aggressively. These new brands, along with culture impact, force the local time-honored companies to struggle for survival. Beijing local time-honored companies keep the advantage and responsibility to spread Beijing traditional culture, and on the other hand, people’s high identification with the local culture is profitable to the healthy development of the time-honored companies. Based on the market research, several kind of problems such as culture instruction, brand visual identity design, consuming experience, production quality etc. are discussed and concluded for Beijing time-honored companies in this paper. Also, some valuable experiences from the long life Japanese companies are summarized through the analysis of Japanese ethical aesthetic reflected from these companies’ brand culture.The innovation method of the time-honored brand image and possible action for the combination of the time-honored brand and culture heritage resource are also mentioned at the end of this paper.