新媒体背景下中华老字号品牌跨界营销的策略

Strategies on Cross Border Marketing of Time-Honored Chinese Brands under the Background of New Media

中华老字号品牌是传统文化在现代市场经济中的重要体现。通过对市场经济调查研究发现,在互联网发展时代,因缺乏对新媒体技术的应用,中华老字号品牌在市场发展中受到一定制约。因此,需利用新媒体平台,发挥中华老字号品牌的更多内涵与价值,丰富品牌的营销策略,加强内部管理建设,使其在市场创新中完成更多的产品服务创新。

Time-honored Chinese brands are the main embodiment of traditional culture in modern market economy;however,it is found from the investigation on market economy that time-honored Chinese brands get restricted in the market development in the era of Internet due to the lack of the application of new media technology,.Therefore,the strategies are put forward to take more product and service innovation in market innovation:making use of new media platform,giving full play to the connotation and value of time-honored Chinese brands,enriching the marketing strategies of brands,and strengthening the construction of internal management.