Research On The Activation Strategy Of Time-honored Brands Under Regional Cultural Identity

Time-honored brand contains rich cultural heritage and is also an important carrier for inheriting and promoting Chinese culture.As a concentrated representative of national brands and commercial culture,governments at all levels and all sectors of society attach great importance to the protection and development of time-honored brands,and have introduced a series of supportive policies to promote the high-quality development of time-honored brands.At the same time,with the development of China’s economy and culture and the improvement of its comprehensive national strength,Chinese people’s cultural self-confidence and cultural identity have gradually increased,driving the rise of China-Chic consumption and domestic brands,and providing opportunities for the innovative development of time-honored brands.However,in the era of internet information and the trend of upgrading consumer structure,some time-honored brands are still under external pressure from market shocks and constantly changing consumer demand,as well as internal crises caused by insufficient independent innovation capabilities,leading to the loss of brand vitality.Therefore,how to tap into the value of time-honored brands and revitalize them is a practical problem that old brands urgently need to solve.This study focuses on the changing trends of cultural consumption.From the perspective of cultural identity,taking the dimension of regional cultural identity as the starting point,the activation elements of time-honored brands are constructed from the three levels of cognition,emotion and behavior,which are brand cognition,brand emotion and brand consumption respectively.First of all,taking Xuzhou time-honored brands as the research object,through field investigation,questionnaire survey,user interview and other methods,the development status and recognition degree of timehonored brands are investigated and analyzed,and the problems and reasons faced by time-honored brands are summarized.Secondly,through the analysis and thinking of the activation cases,the activation path of the old brands is deduced.On the basis of theoretical research,questionnaire survey and case analysis,construct the activation design strategy of time-honored brands under regional cultural identity,"integrate regional cultural symbols: enhance brand cognition","wake up urban cultural memory:reshaping brand emotion","integrate cultural marketing communication: promote brand consumption".Finally,take Xuzhou time-honored brand "two styles" as an example to carry out design practice,validity verification,and test the effectiveness and rationality of the activation strategy.This study tries to activate the constituent elements of time-honored brands through the introduction of regional cultural identity.In order to rebuild the close relationship between the time-honored brands and consumers,meet the material and spiritual needs of consumers,enhance the recognition and recognition of young consumer groups to the time-honored brands,and provide new research ideas and methods for the sustainable development of the old brands and the transformation of youth.At the same time,it plays an important role in promoting the carrying forward of national culture,strengthening cultural confidence and enhancing cultural identity.