Research On The Strategy Of "Brand Youth"of Chinese Local Brands From The Perspective Of Consumer Culture

With the rapid development of network technology and social economy,the brand marketing environment is undergoing a huge change.Marketing concept from the traditional production concept,product concept and marketing concept transition to the modern market and social marketing concept,from the "producer society" to the "consumer society" change.The income and consumption level of the population has increased,people’s consumption patterns,consumption habits and consumption concepts are also undergoing transformation and upgrading.The changes in the brand marketing environment and the growing characteristics of China’s "consumer society" have exposed some of China’s local brands to a series of problems in the development process,such as rigid brand image,blurred positioning and aging audience,which are all manifestations of brand aging.How to break the "brand aging" of China’s local brands and make them revitalized and active in the market for a long time has become an important topic of discussion in the current marketing industry.Based on the rejuvenation strategy of local brands in China,this paper analyzes the phenomenon of brand rejuvenation with the characteristics of consumer culture and analyzes the role it plays,supported by the relevant theoretical concepts of consumer culture.This topic is intended to focus on the "rejuvenation" of brand positioning,"rejuvenation" of brand image,"rejuvenation" of brand products,"rejuvenation" of brand communication system,and "rejuvenation" of brand communication.The thesis aims to analyze the rejuvenation strategy of brands empirically by using literature analysis,case study analysis and questionnaire.This thesis aims to place the analysis of brand rejuvenation strategy in the context of consumer culture,analyze the consumer characteristics and cultural contexts,and try to provide some thoughts and references for the youthful development of brands in China,starting from the specific cases of rejuvenation of local brands in China.