The reshaping of the time-honored brand image under the new media environment

摘要

Since China's reform and opening up, foreign brands have entered the Chinese market and exerted a strong impact on domestic brands. There are a lot of new enterprises in succession in China. Some of the brands come from earlier ages and have been passed so far. They have been regarded as "time-honored brands" in the mind of consumers. But these "time-honored brands" are also facing many problems in sales and promotion: the consumer aging and their groups reduce; the brand image is rigid and so on. Under the circumstances, many "time-honored brands" have decided to change their marketing and promotion methods and make their efforts to use new media platforms, link social networks and reshape their brand image.