Research on Micro-marketing Strategy of China Time-honored Brands

DOI

10.2991/icfied-19.2019.19How to use a DOI?

Keywords

China Time-honored Brand, Micro Marketing, We-media

Abstract

China Time-honored Brand is a treasure of Chinese traditional culture, and it have received extensive social recognition because of their distinctive national characteristics and profound historical and cultural connotations. However, in recent years, the marketing status of some Time-honored Brand enterprises are not optimistic. On the one hand, these are not good at using self-Media to promote their own brands, resulting in the post-90s and post-00s are not familiar with or even forgotten about these Time-honored Brand enterprises, thus resulting in the phenomenon of consumer disruption. On the other hand, Time-honored Brand enterprises are not good at self-Media platform application and fail to give full play to the advantages of micro-marketing. At present, there are 117 Time-honored Brand enterprises in Beijing. The author mainly analyses the current situation of micro-marketing of these 117 Time-honored Brand enterprises, summarizing their existing problems, and gives corresponding micro-marketing strategies.

Copyright

© 2019, 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  - Yuncui Zhang
PY  - 2019/02
DA  - 2019/02
TI  - Research on Micro-marketing Strategy of China Time-honored Brands
BT  - Proceedings of the 2019 4th International Conference on Financial Innovation and Economic Development (ICFIED 2019)
PB  - Atlantis Press
SP  - 102
EP  - 106
SN  - 2352-5428
UR  - https://doi.org/10.2991/icfied-19.2019.19
DO  - 10.2991/icfied-19.2019.19
ID  - Zhang2019/02
ER  -