Research on Communication Strategies of Time-honored Brands based on Chinese Traditional Culture in the Era of New Media
Keywords:
Communication Strategy; Traditional Culture; Time-honored Brands; New Media.Abstract
As Chinese traditional culture is paid more and more attention by the people, the time-honored brands carrying Chinese traditional culture should adopt corresponding brand communication strategies to comply with the development trend. However, the new media era has brought new challenges to the single adoption of the old cultural communication strategy based on traditional culture. Therefore, it is of great significance to find out the shortcomings and put forward suggestions for improving the communication power and influence of time-honored brands.
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