Support the cross-border integration and development of time-honored brands and realize the "win-win" of tourism brands

The Ministry of Commerce, Publicity Department of the Communist Party of China, Ministry of Culture and Tourism and other eight departments jointly issued the Opinions on Promoting the Innovation and Development of Time-honored Brands (hereinafter referred to as the Opinions). The "Opinions" proposes to support the cross-border integration and development of time-honored brands and encourage relevant tourism institutions to include qualified time-honored enterprises in tourist routes for key promotion. (According to Xinhuanet on March 25)

"Go to Quanjude to eat roast duck, go to Donglaishun to eat rinse meat ..." Many tourists come to Beijing, and they have to punch in at these places. In recent years, commercial consumption represented by tourism has become the growth point of stimulating consumption, and the number of tourists has soared, providing businesses with rich customer resources. As an important tourism resource of historical and cultural blocks, time-honored brands are playing an increasingly important role in the tourism market. Traditional culture and regional characteristic culture represented by time-honored brands are important consumption points to attract foreign tourists. How to give full play to the tourism attributes of time-honored brands, attract consumers, promote brands and open up the tourism market is the most important issue to be considered in the marketing of time-honored brands in recent years.

Most of the "Chinese time-honored brands" have a history of one hundred years. They follow the trend, develop through inheritance, actively adapt to new consumption trends, embrace young consumer groups, and become a place where people must punch in at tourist destinations. More and more attention has been paid to the tourism attributes of time-honored brands, but there is still a lot of room for time-honored brands to occupy the market and promote their brand marketing activities in response to changes in the tourism market. In view of tourism marketing, the marketing power of time-honored brands must be used on the point, and the focus of the overall marketing strategy should be clear. Marketing experts suggest that only by paying attention to the corporate culture and history of time-honored brands can we make full use of rare tourism opportunities and improve marketing performance.

The products and quality of time-honored brands must meet the needs of the tourism market, and there must be changes or innovations suitable for tourists in variety, packaging and quality. By improving the inheritance system of time-honored brands, strengthening the excavation and arrangement of cultural resources of time-honored brands, and creating the experience and marketing system of time-honored brands. On the one hand, we should stimulate the innovation vitality of time-honored brands and promote their development. Conditional cities can build time-honored characteristic blocks, encourage characteristic business districts, tourist attractions and various passenger transport hubs to introduce time-honored enterprises to open flagship stores and experience stores to attract tourists; On the other hand, qualified time-honored enterprises and social organizations can build special museums and exhibition halls and open them to the public free of charge. At the same time, around traditional festivals, combined with local characteristics and folk customs, a series of publicity and consumption promotion activities were carried out online and offline, and various forms of display and cultural experience activities were carried out.

The closer combination of time-honored brands and tourism market is one of the future development directions of time-honored brands, and promoting brand marketing in tourism market is an important step to promote the future development trend of time-honored brands. Short-term marketing based solely on price is not a long-term solution for the development of old brands. With the improvement of living standards, the demand for tourism consumption is more and more extensive, and the development of tourism market has entered a golden age. Understanding the local scenery and historical and cultural characteristics is the most concerned issue for tourists. The attraction of time-honored brands should be consistent with the development of urban tourism resources, and time-honored brands still have great room for development in the tourism market. This requires time-honored brands to sort out their own history and culture, promote the development of time-honored venues, and provide a platform for foreign tourists to display time-honored brands, which can not only satisfy tourists' experience and understanding of their tourism purposes, but also realize their brand promotion, which can be described as a "win-win" move. (Wu)