“老字号”作为我国传统优秀文化的重要组成部分之一，更是经济社会发展的重 要见证。现阶段，老字号的品牌传承已经陷入危机，表现为品牌文化影响力不足、品 牌创新能力较差，导致消费者的实际感知出现偏差。在此背景下，新媒体营销的出现， 能够拓宽与改进老字号企业的品牌文化传播渠道与效果，提升不同目标市场消费者的 购买意愿，对于老字号企业的“重新焕发”具有重要意义。 在新媒体的时代背景下，本文重点阐述和分析了老字号——柏兆记在利用新媒体 进行品牌文化传播的现状与特点，以及其存在的具体问题及成因，从而使得本文研究 论述更为聚焦。在具体的研究过程中，第一，结合前文研究成果，分别对品牌老化与 激活、新媒体下品牌文化传播等方面的研究成果进行综述与分析。第二，结合柏兆记 品牌文化传播的实际情况，分别对新媒体传播的内容、媒介、价值进行分析和阐述， 随后运用 SPSS 软件，对柏兆记品牌文化传播的问卷调查结果进行量化统计分析，总 结出其中存在的问题。第三，本文分别从新媒体媒介运用、新媒体技术、新媒体用户 沟通等方面，阐述了柏兆记品牌文化传播存在 SEM 竞价推广成本过高、有效流量转化 率不足、品牌推广形象展示不合理等问题，并且从专业化管理团队不足、新媒体媒介 互通不畅、忽视用户关系建设方面分析原因所在。第四，分别提出整合营销传播策略、 粉丝口碑营销传播策略、大数据分析与精准化传播策略等优化策略，以及对应的新媒 体品牌文化传播方案。最后，在主要贡献与展望部分，根据本文的研究结果总结本文 的主要贡献，并对研究方面的不足之处加以说明，展望未来研究方向。 关键词：老字号品牌；新媒体；品牌文化；传播I ABSTRACT As one of the important components of Chinese traditional excellent culture, Old Brand is an important witness to economic and social development. At present, the brand inheritance of the old brand has fallen into a crisis, which shows that the influence of brand culture is insufficient and the ability of brand innovation is poor, which leads to the deviation of consumers' actual perception. In this context, the emergence of new media marketing can broaden and improve the brand culture communication channels and effects of old brand enterprises, and enhance the purchase willingness of consumers in different target markets, which is of great significance to the rejuvenation of old brand enterprises. Under the background of new media, this paper focuses on the present situation and characteristics of Bai Zhaoji, the old brand, in the dissemination of brand culture by using new media, as well as its existing problems and causes, so as to make the research and discussion of this paper more focused. In the specific research process, first, combined with the previous research results, respectively, the brand aging and activation, brand culture communication under the new media and other aspects of the research results are reviewed and analyzed. Second, combined with the actual situation of Bai Zhaoji brand culture communication, this paper analyzes and expounds the content, media and value of new media communication respectively, and then uses SPSS software to analyze and explain the content, media and value of Bai Zhaoji brand culture communication. The questionnaire results of brand culture communication are analyzed quantitatively, and the existing problems are summarized. Thirdly, from the aspects of the application of new media, new media technology, new media user communication and so on, this paper expounds that the cost of SEM bidding promotion is too high, the effective flow conversion rate is insufficient, the brand promotion image display is unreasonable and so on, and analyzes the reasons from the aspects of the shortage of professional management team, the poor communication of new media and the neglect of user relationship construction. Fourth, it puts forward some countermeasures, such as integrated marketing communication strategy, fan word-of-mouth marketing communication strategy, big data analysis and precision communication strategy and so on. And the corresponding new media brand culture communication program. Finally, in the part of main contributions and prospects, according to the research results of this paper, the main contributions of this paper are summarized, and the shortcomings of the research are explained, and the future research direction is prospected. KEYWORDS: Old brand; new media; brand culture; communication1 目 录 第一章 绪论 ·········································································1 第一节 研究背景与研究意义·································································· 1 第二节 研究内容与方法········································································ 2 一、研究内容 ··················································································· 2 二、研究方法 ··················································································· 2 第三节 文献综述 ················································································ 3 一、老字号企业的研究综述 ································································· 3 二、品牌老化与激活的研究综述 ··························································· 4 三、新媒体下企业品牌文化传播的研究综述 ············································ 5 第二章 相关概念界定与理论基础 ··············································7 第一节 相关概念界定··········································································· 7 一、新媒体 ······················································································ 7 二、品牌文化 ··················································································· 7 第二节 理论基础 ················································································ 8 一、品牌生命周期理论 ······································································· 8 二、整合营销传播理论 ······································································· 8 三、口碑营销传播理论 ······································································· 8 第三章 新媒体背景下柏兆记品牌文化传播实践 ···························10 第一节 柏兆记公司简介·······································································10 一、企业品牌发展历程 ······································································10 二、企业主营产品情况 ······································································10 第二节 柏兆记品牌文化传播的特点························································11 一、柏兆记品牌文化传播环境分析 ·······················································11 二、柏兆记品牌文化传播的资源 ······················································