Research on Promoting the Rejuvenation of China Time-honored Brands Taking Xiamen’s Time-honored Brands as an Example

DOI

10.2991/emle-18.2018.112How to use a DOI?

Keywords

brand rejuvenation; China Time-honored brand; Xiamen Time-honored brand

Abstract

China Time-honored brand as a brand representative of the outstanding Chinese culture has very high representation because of its rich brand culture and higher brand value in the Time-honored brands. In the context of cultural self-confidence, how to promote the rejuvenation development of China Time-honored brand and show the Chinese brand characteristics to the world has become an increasingly important issue. Xiamen, as a five-port trade port, was once a city with a high degree of commercial civilization after the port opening. There were more than 10,000 brands, but only 140 Xiamen Time-honored brand left now. At the same time, quite a few Time-honored brands lost in the fierce competition. How the Time-honored brand reshapes the brand image among the younger generation of consumers and continues the brand influence has become the key to the Time-honored brand rejuvenation. Therefore, this study through questionnaires, personal interviews and other research methods, carries out brand cognition analysis on the China Time-honored brand in Xiamen area, and also gives targeted advice and suggestions on the rejuvenation of China Time-honored brand.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Wu Jing
AU  - Lin Jiao
PY  - 2018/12
DA  - 2018/12
TI  - Research on Promoting the Rejuvenation of China Time-honored Brands Taking Xiamen’s Time-honored Brands as an Example
BT  - Proceedings of the 4th International Conference on Economics, Management, Law and Education (EMLE 2018)
PB  - Atlantis Press
SP  - 592
EP  - 602
SN  - 2352-5428
UR  - https://doi.org/10.2991/emle-18.2018.112
DO  - 10.2991/emle-18.2018.112
ID  - Jing2018/12
ER  -