新媒体时代“老字号”品牌活化策略研究

Research on Revitalization Strategies for Time-Honored Brands in the Era of New Mediaa

基于对新媒体环境下老字号企业面临的困境分析,本文从不同角度阐述了一些成功的品牌活化实践,包括加强数字营销、强化品牌感知、增强用户体验等,旨在帮助企业更好地适应市场需求,实现商业发展。本文通过研究新媒体时代老字号品牌传播对受众品牌态度和品牌感知的影响发现,老字号品牌传播对受众品牌态度和感知都具有积极影响,受众品牌人格感知也对受众品牌态度产生了重要影响。最后,本文提出综合运用多种形式与消费者有效交流、准确定位新媒体平台并制定有效传播、开展差异化竞争突出品牌个性等策略,有助于提升老字号品牌在新媒体时代的传播效果,实现品牌活化。

Based on the analysis of the dilemmas faced by time-honored brands in the new media environment,this paper expounds on successful practices of brand revitalization from different perspectives,including strengthening digital marketing,enhancing brand perception,and improving user experience,with the aim to help enterprises better adapt to market demands and achieve commercial development.Through studying the impact of time-honored brand communication on the audience’s brand attitude and brand perception in the new media era,the paper finds that such brand communication has a positive effect on both.The audience's perception of brand personality also has a significant impact on their brand attitude.Finally,the article proposes strategies such as utilizing a variety of forms to effectively communicate with consumers,accurately positioning new media platforms for effective communication,and engaging in differentiated competition to highlight brand personality.These strategies can help enhance the communication effectiveness of time-honored brands in the new media era and achieve brand revitalization.