Research on Digital Marketing Intelligence Innovation of Guangzhou’s Time-Honored Brands in the Era of Big Data

Abstract

Guangzhou’s time-honored brands are the image of Guangzhou City, the historical legacy of the cultural emblems of the millennium commercial capital, the bearer of the memory of “old Guangdong” over generations, and the legends inscribed in the vast era of history. It not only carries the rise and fall of the city, but also documents the awakening, rejuvenation, and development of these “gold-lettered signboards.” In this age of big data, it is not only the expectation of the older generation, but also the responsibility of the new generation to “polish” the gold-lettered signboards of time-honored brands. “Time-honored brands” have accumulated rich and priceless knowledge from their ancestors in the vast era of business history and have profound cultural legacy. The time-honored brands that have been handed down not only allow the new generation to experience and identify with the unbounded knowledge of ancient people, but also provide economic value that can ensure the survival of future generations. However, in the market tide, the development of time-honored brands is not easy; some have even vanished. Therefore, it is imperative to take action to safeguard the development of time-honored brands, helping them to revitalize and shine once again. This paper discusses the difficulties in the development of Guangzhou’s time-honored brands and provides relevant suggestions for digital intelligence marketing of these “brands.”

Research on the innovation of time-honored brands from the perspective of dual ethical patterns

“…In addition, this manuscript expands the research perspective on the topic of enterprise innovation. Most of the existing literature examines the macro-institutional constraints or micro-incentive mechanisms that affect enterprise innovation based on institutional logic ( He and Tian, 2020 ; Yang et al, 2021 ; Huang, 2022 ). In this manuscript, we break through the traditional institutional theoretical framework and examine the effects and mechanisms of traditional culture on enterprise innovation behavior from an informal institutional perspective.…”

“…Therefore, it is essential to study the impact of the dual ethical patterns of traditional culture and marketization on the technological innovation behavior of time-honored brands. However, the existing research on the key factors affecting the innovation of time-honored brands is restricted to the perspectives of market demand ( Bowonder et al, 2010 ; Huang, 2022 ), government policies ( Li and Yang, 2021 ), and corporate governance ( Shang et al, 2021 ), with low authority and little impact. More regrettably, few scholars have paid attention to the specific influencing factors of the local context on the innovation of time-honored brands.…”

How nostalgic taste on the screen stimulates the consumption of time-honoured restaurants: The mediation role of parasocial interaction

“…The nostalgia of the product itself may only target a specific group of people, whereas the nostalgia evoked through bloggers' content can attract larger potential consumers. This strategy of incorporating digital marketing intelligence innovation into time-honoured brands is valuable (Huang, 2022) and can attract more young people to the point where time-honoured restaurant consumers can cover a wider age range. Meanwhile, through the relevant contents communicated by bloggers, the cultural value of time-honoured restaurants is efficiently extracted and presented to the viewers, who can more directly feel the warmth and significance of timehonoured restaurants in modern aesthetics.…”

The Impact of Virtual Reality on the Brand Identity and Loyalty of Time-honored Brands

“…One of the contexts that has received increasing attention in recent years is the application of VR for time-honored brands. Time-honored brands are well-established brands that have a long history and a loyal customer base, and they often represent high quality, tradition, and culture [2]. Time-honored brands face the challenge of maintaining their brand identity and loyalty in the face of changing consumer preferences and market competition, and they need to innovate and adapt to the new technologies and trends.…”