Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)

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How to Revitalize China Time-Honored Brand through Marketing

Authors
Yuhan Liu1, *
1Zhejiang University, Hangzhou, 310000, China
*Corresponding author. Email: 3210101423@zju.edu.cn
Corresponding Author
Yuhan Liu
Available Online 27 December 2022.
DOI
10.2991/978-94-6463-098-5_158How to use a DOI?
Keywords
China Time-Honored Brand; “laozihao”; emotional marketing strategy; brand rejuvenation
Abstract

“Laozihao”, also known as China time-honored brand is the emblem of traditional Chinese commercial culture, which has a huge influence on Chinese people. Faced with the influx of foreign brands and the fierce competition from domestic rivals, the century-old home brands have experienced survival crisis. Therefore, it is time for traditional brands to take steps for revitalization. This paper mainly proposes two strategies: emotional marketing and brand rejuvenation. It looks at the emotional marketing strategy from four dimensions, including nostalgia, patriotism, traditional culture and companies’ social responsibility, and analyzes three ways to realize brand rejuvenation from product innovation, following the trend of the times to social media marketing strategy. Considering the actual situation in China, the paper cites many practical cases recently which can offer some references for the “laozihao” to attract more customers.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
27 December 2022
ISBN
10.2991/978-94-6463-098-5_158
ISSN
2352-5428
DOI
10.2991/978-94-6463-098-5_158How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yuhan Liu
PY  - 2022
DA  - 2022/12/27
TI  - How to Revitalize China Time-Honored Brand through Marketing
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1391
EP  - 1399
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_158
DO  - 10.2991/978-94-6463-098-5_158
ID  - Liu2022
ER  -