老字号品牌虽然具有深厚的文化底蕴和独特的传统魅力,但是企业“以不变应万变”的落后管理观念使得老字号品牌逐渐失去文化附加价值和市场竞争力。如今,不少老字号企业开始认识到微博营销是市场发展到一定程度的选择,逐渐摸索在微博营销中的步伐。 Although the old brand has a profound cultural background and unique traditional charm, the concept of backward management by the enterprise “keeps the status quo” makes the old brand gradually lose its cultural added value and market competitiveness. Today, many old and famous enterprises began to realize that the development of Weibo marketing is a certain degree of market choice, and gradually explore the pace in the Weibo marketing.