Research On The Optimization Of Cultural Communication Of Old Brand Under The Background Of New Media

As one of the important components of Chinese traditional excellent culture,Old Brand is an important witness to economic and social development.At present,the brand inheritance of the old brand has fallen into a crisis,which shows that the influence of brand culture is insufficient and the ability of brand innovation is poor,which leads to the deviation of consumers' actual perception.In this context,the emergence of new media marketing can broaden and improve the brand culture communication channels and effects of old brand enterprises,and enhance the purchase willingness of consumers in different target markets,which is of great significance to the "rejuvenation" of old brand enterprises.Under the background of new media,this paper focuses on the present situation and characteristics of Bai Zhaoji,the old brand,in the dissemination of brand culture by using new media,as well as its existing problems and causes,so as to make the research and discussion of this paper more focused.In the specific research process,first,combined with the previous research results,respectively,the brand aging and activation,brand culture communication under the new media and other aspects of the research results are reviewed and analyzed.Second,combined with the actual situation of Bai Zhaoji brand culture communication,this paper analyzes and expounds the content,media and value of new media communication respectively,and then uses SPSS software to analyze and explain the content,media and value of Bai Zhaoji brand culture communication.The questionnaire results of brand culture communication are analyzed quantitatively,and the existing problems are summarized.Thirdly,from the aspects of the application of new media,new media technology,new media user communication and so on,this paper expounds that the cost of SEM bidding promotion is too high,the effective flow conversion rate is insufficient,the brand promotion image display is unreasonable and so on,and analyzes the reasons from the aspects of the shortage of professional management team,the poor communication of new media and the neglect of user relationship construction.Fourth,it puts forward some countermeasures,such as integrated marketing communication strategy,fan word-of-mouth marketing communication strategy,big data analysis and precision communication strategy and so on.And the corresponding new media brand culture communication program.Finally,in the part of main contributions and prospects,according to the research results of this paper,the main contributions of this paper are summarized,and the shortcomings of the research are explained,and the future research direction is prospected.