Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
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Research on Brand Communication of Chinese Time-honored Brands

중국 전통 브랜드의 브랜드 커뮤니케이션에 관한 연구

  • Jin, Hong (School of Business, Jiangxi Normal University) ;
  • Miao, Yunting (School of Business, Jiangxi Normal University) ;
  • Park, Seong-Taek (Department of MIS, Chungbuk National University)
  • ;
  • ;
  • 박성택 (충북대학교 경영대학)
  • Received : 2018.10.02
  • Accepted : 2018.12.14
  • Published : 2018.12.31
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Abstract

Chinese Time-honored Brand is a treasure of China's industry and commerce. It is built by several generations of people with sweat and has a very profound historical and cultural heritage. When it comes to time-honored brands, each brand is quite famous. However, with the rapid development of economic globalization and the huge change of marketing environment, the survival and development of the Chinese time-honored brand have been challenged and impacted. In order to explore the Chinese time-honored brand further, this article analyzes the existing problems of brand communication and puts forward the effective resolution strategies through elaborating the current situation of Chinese time-honored brand from the perspective of brand communication.

중국 시간 명예 브랜드는 중국의 산업과 상업의 보물이다. 그것은 땀을 흘리는 여러 세대의 사람들에 의해 지어졌으며 매우 심오한 역사적, 문화적 유산을 가지고 있다. 오랜 세월을 거쳐온 브랜드에 관해서는 각 브랜드가 꽤 유명하다. 그러나 경제 세계화의 급속한 발전과 마케팅 환경의 거대한 변화로 인해 중국의 오랜 역사를 자랑하는 브랜드의 생존과 발전이 도전 받고 영향을 받았다. 중국의 오랜 역사를 지닌 브랜드를 더 탐구하기 위해 본 논문에서는 브랜드 커뮤니케이션의 기존 문제를 분석하고 브랜드 커뮤니케이션의 관점에서 중국의 시간 명예 브랜드의 현재 상황을 정교화함으로써 효과적인 해결 전략을 제시하고자 한다.

Keywords

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