Research On Time-honored Brand XIEFUCHUN’s Integrated Brand Communication Strategy

In the mobile Internet era information communication technology develops rapidly,mobile applications and smart devices are widely used,which is both an opportunity and a challenge for time-honored brand.Time-honored brands not only have huge commercial and economic value,but also contain rich historical and cultural heritage,and are an important part of Chinese brands.However,time-honored brand enterprises are lack of effective brand communication strategies that made the operation of time-honored brands go from bad to worse.How to make time-honored brands come alive in the new era?It’s worth exploring.Yangzhou’s century-old brand"XIEFUCHUN" is the first cosmetics company in China.Its history can be traced back to the ten years of Daoguang in the Qing Dynasty.After several restructuring and continuous exploration,the time-honored brand XIEFUCHUN has regained its vitality.This is inseparable from the effective integrated brand communication strategy adopted by XIEFUCHUN brand.This research selects the time-honored brand as the research object,takes the"XIEFUCHUN" brand as the research case,takes the "integrated brand communication theory" as the main research theory construction framework,combines brand marketing communication and other brand communication theories to have an in-depth analysis,and adopts the research ways combined online participation and observation and offline field visits to have a research to the brand communication strategy of time-honored brand XIEFUCHUN in the mobile Internet era.The details are as follows:The first Part is to study XIEFUCHUN’s target strategy of integrating brand communication.There are three main goals.The target audience shifts from the main consumer to the social consumer group.The marketing goal includes product sales,brand relationship and value co-creation.The ultimate goal is to achieve brand loyalty and the construction of intangible social business reputation.The second part is to study the information strategy of integrating brand communication of XIEFUCHUN.It mainly involves three aspects,one is that the core content of information is cultural and spiritual value,the second is the unplanned information form with high abundance,and the third is the analysis of the content of information communication on mobile social media platforms.The third part is to study XIEFUCHUN’s touchpoint strategy of integrating brand communication.It is mainly divided into three levels including horizontal mobile cross-media integration,vertical online and offline O2O interaction mode,and consumer-created brand touch points.The fourth part is to study the strategic organizational communication strategies of XIEFUCHUN brand.The operation form of integrated brand communication is strategic organizational communication,which can be analyzed from three dimensions:one is to spread the core value of the brand on the omni-media platform,the second is to integrate the resources of the brand’s core value positioning,and the third is to use cultural and creative products and joint products to extend the core value of the brand.The fifth part is to analyze the problems existing in XIEFUCHUN’s integrated brand communication and propose optimization strategies.Through the data obtained by XIEFUCHUN’s online partification and observation and in-depth interviews with relevant personnel we can have an in-depth research.It analyzed XIEFUCHUN’s problems in audience integration,information integration,touchpoint integration,and brand resource integration respectively,and propose optimization strategies.