Research On Brand Communication Strategies Of Chinese Time-honored Brands In Guangxi Under The Background Of Internet Era

With profound cultural background,China time-honored brands are deeply rooted in the development and changes of Chinese society,which demonstrates a special phenomenon in Chinese commerce and culture.In China,the currently existing 1,128 time-honored enterprises,differing in their development conditions,are embracing their new opportunities with the advent of the Internet era.In the meanwhile,a great number of brands are on the verge of collapse due to their ineffective responses to the Internet.It can be said that the Internet has intensified the polarization of Chinese time-honored brands.Looking at Guangxi,the remaining 9China time-honored enterprises have shown varying degrees of decline.Therefore,improving brand communication and brand awareness turns out to be the primary task for revitalizing China time-honored enterprises in Guangxi.Since the “Shuangqian”tortoise herb jelly enjoys a wide-spread fame in Guangxi and takes the lead in the tortoise herb jelly industry,it is worthy of exploration into the brand communication strategies of “Shuangqian” tortoise herb jelly.In order to better explore the revitalization strategies of China time-honored brands in Guangxi,this thesis starts from the perspective of communication and takes“Shuangqian” as the research object.Based on the theory of “5W” mode of mass communication and corporate identification system(known as CIS),the author analyzes the current situation of “Shuangqian” brand communication by means of questionnaire survey.Through the research,it is found that “Shuangqian” has great problems in its brand communication process,such as poor operation on communication channels,lack in spokespersons,and ambiguous communication strategies.At last,the author,based on the analysis of “Shuangqian”,summarizes the strengths and weaknesses of its brand communication from the perspective of communication,and tries to provide some feasible suggestions for the future development of China time-honored brands in Guangxi.