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

摘要

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.