The Study on Activation Strategy of Time-honored Brand

Time-honored brands have profound cultural heritage, a large part of glorious timehonored brands has gradually disappeared from the market. Brand activation is the core of management strategic of brand equity as well as the fundamental requirement of time-honored enterprise recovery. This paper constructs the time-honored brand purchase model and finds that consumers nostalgic psychology for the consumer's perception and buying behavior has a positive effect. 1 Instuduction Time-honored brand refers to the brand management has a long history, with generations of products, production techniques or services have a distinct Chinese traditional culture. They were founded before 1956, achieved wide recognition of society, have a good reputation. With the development of economic globalization, more and more foreign brands poured into China. Because of the lack of brand consciousness and core competitiveness, China's time-honored brand enterprises encountered hard-hit and difficult to continue development. Part of the old brand market share has fallen sharply, even withdraw from the market. China's time-honored brand enterprises face enormous survival crisis.


Research Model
Place the figure as close as possible after the point where it is first referenced in the text. If there is a large number of figures and tables it might be necessary to place some before their text citation. If a figure or table is too large to fit into one column, it can be centred across both columns at the top or the bottom of the page. Based on two groups of consumers score, we judge the relationship between consumer nostalgia and consumerawareness .We put forward these assumptions as follows: H1a: "Consumer nostalgia" to "Positive Consumer Cognition of Time-honored brand" has a positive effect. H1b: "The combination of personal and social's nostalgia" to "Positive Consumer Cognition of Time-honored brand" has a positive effect.
H1c: "Personal nostalgia" to "Negative Consumer cognition of Time-honored brand" has a positive effect. H1d: "The combination of personal and social's nostalgia" to "Negative Consumer cognition of Time-honored brand" has a positive effect.
Due to the nostalgia on consumers purchase intentions of consumers to be able to make a difference has been confirmed by numerous studies, we put forward these assumptions as follows: H2a: "Personal nostalgia" to "Consumer purchase intentions" has a positive effect. H2b: "The combination of personal and social's nostalgia" to "Consumer purchase intentions" has a positive effect. Consumer cognition of Time-honored brand can has an impact on Consumer purchase intentions. So we put forward these assumptions as follows: H3a: "Positive Consumer Cognition of Time-honored brand" to "Consumer purchase intentions" has a positive effect.
H3b: "Negative Consumer cognition of Time-honored brand" to "Consumer purchase intentions" has a positive effect.

Case selection
Here is an example of the Pechoin. Founded in 1931, the company is a research, development, production, sales and service as one of the professional of cosmetics. With 80 years of history, Pechoin is one of China's first cosmetics brands, and its products are not only affordable, but also well received by consumers, such as Vaseline cream, body lotion and others. As domestic cosmetics pioneer, Pechoin is different from other domestic cosmetics manufacturers in the product category, product packaging, and brand image. The corporation has a higher distinction degree because of grasping the herbal essence series primarily for Chinese female characteristics and preferences.  As can be shown from the diagram, respondents were concentrated in the 21-40 years of age, besides less than 20 years old and over the age of 40 respondents were only 11%. It has a larger relationship with the paper selected case. Women, who age from 21 to 40 years old, are the main consumers of cosmetics such products. Therefore, the samples of age at this stage is a relatively regular phenomenon. In another, the level of education of these respondents are mainly at a high school, secondary school, college or university. This phenomenon in general is also very compatible with current consumers. The monthly income of these people is concentrated in 2000 to 10000, which reaches 85.8% percent of the sample. And this conclusion is more in line with the actual situation of the general consumers.

Reliability analysis
Reliability refers to credibility of the test. Reliability is a credibility indicator of evaluating respondents filling in the questionnaire data. Alpha coefficient in 0.65-0.7 as the minimum acceptab-le values, 0.7-0.8 is very good, 0.8-0.9 is extremely good. From the table above, in this paper, scale reliability is 0.788, the Scale reliability in this paper is very high.

Correlation analysis
According to last figure, the correlation coefficient of personal nostalgia to positive consumer cognition of Timehonored brand, error is less than 0.01,within 99% confidence interval correlation, the correlation coefficient is 0.831, it is a significant positive correlation, we can preliminary validate the existence of H1a.
The combination of personal and social's nostalgia to positive consumer cognition of Time-honored brand, within 95% confidence interval correlation, the correlation coefficient is -0.293.So there is a negative correlation relationship between the combination of personal and social's nostalgia to positive consumer cognition of Time-honored brand. What's more, personal nostalgia to negative consumer cognition of Time-honored brand, error is 0.0137, the correlation GCMM matecconf/201 5043 coefficient is negative, so there is a negative correlation relations-hip between them. The correlation coefficient of personal nostalgia to positive consumer cognition of Time-honored brand is 0.809, error is less than 0.01. Personal nostalgia to positive consumer cognition of Time-honored brand has a positive effect, we can preliminary validate the existence of the hypothes H1d.
According to last figure, perason correlation is 0.375, within 99% confidence interval correlation. So positive consumer cognition of Time-honored brand to consumer purchase intentions has a significant positive correlation. We can preliminary validate the existence of the hypothes H3a.
The correlation coefficient of negative consumer cognition of Time-honored brand to consumer purchase intentionsis -0.293, within 95% confidence interval correlation. So there is a negative correlation relationship between them.  According to last table, the correlation coefficient of personal nostalgia to consumer purchase intentions is 0.316, within 95% confidence interval correlation. So personal nostalgia to consumer purchase intentions is a significant positive correlation. We can preliminary validate the existence of the hypothes H2a. The correlation coefficient of the combination of personal and social's nostalgia to consumer purchase intentionsis -0.26, there is a negative correlation relationship.
Table5. Correlation analysis. Opinions vary on this point. Because of the products, services, history, culture and many other aspects are different, the brand activation strategy is also different. Combined with the actual situation of the brand development, starting from the research direction of this article, the process of Pechoin's brand activation should pay more attention to purchase intentions.

Make use of the nostalgic psychology contributing to purchase behavior
The Pechoin was founded in 1931, is one of the earliest cosmetics brand in China, it has more than eighty years old so far, And in the 1960s, create a monopoly in the market. So we can learn that the Pechoin was very popular to consumers at the time. Therefore, for the Pechoin's situation at present, this paper argues that we can make use of the nostalgic psychology contributing to purchase behavior of consumers. First of all, for the former customers, Pechoin can make the products they were familiar with, such as pearl cream, glycerin, cheap and fine old products, to attract the customers to buy them again. Second, for the customers who never buy this brand, due to the elders and nostalgic psychology drives around, they will produce high evaluation and expectations of Pechoin. In the process of marketing should be paid attention to the counter display, advertising campaign, product packaging, Marketing staff and other ways to Transfer memories of the past. For example, make the boutique brand productionas same as the past, play old songs in store and in addition to show the products, they can add some old items for the consumer to create a nostalgic shopping environment. Finally, in view of the consumers have never heard of the Pechoin, should help them know the brand from the old identity of the Pechoin, let consumers know about it as much as possible of the current information, one of the most important part is hidden behind the brand of history and legend. To arise the attention of consumers, and translate this into buying power.

Distinguishing standards for each segmentation of the market marketing plan
When making marketing plan should be targeted. And according to different age, different degree of consumer's nostalgia emotions is also different, the same plan for all consumers would be unwise to marketing. In simple terms, aim at young consumers, they prefer to purchase cosmetics on the Internet, but the Pechoin in the online sales model is not mature. The design of the web pages need to improve, the display of store if couldn't arise consumer's nostalgic psychology, the Pechoin will the same as other general brands. So, increase the element of nostalgia in web designment to attract the attention of consumers is very important.