长期以来,老字号主要凭借口头传播来建立声誉。然而,在当今快速的信息流和广阔的商业圈面前,这种口头传播的沟通方式限制了品牌传播的速度、广度和高度。在新传播时代,全聚德等老字号品牌把自身的历史积淀和当今潮流结合起来,通过灵活运用各项传播工具(如广告、公关、CI、网络等),对品牌进行了整合传播,从而大大提升了品牌资产及营销。 For a long time, the old name was relying mainly on verbal communication to establish its reputation. However, in the face of today’s rapid information flow and vast business circle, this verbal communication limits the speed, breadth and height of brand communication. In the new era of communication, Quanjude and other old brands integrated their historical accumulation with the tide of the day and greatly enhanced the brand communication through the flexible application of various communication tools (such as advertising, public relations, CI, internet, etc.) Brand equity and marketing.