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Old is our country’s own brand, condensing generation ancestors effort and wisdom, inheritance of originality skills and service, reflect the good faith management business culture essence, is an important carrier of national culture inheritance. According to relevant data shows, modern international famous brand growth of the average only 100 years, some even only several decades, and our country "old" in the history of 160 years on average, some for three or four hundred years. In the economic globalization, China time-honored as a member of the national brand faction, bear the inheritance and spreading the Chinese historical culture, and to promote national and local image and reputation assignment.This paper will combine old and fashionable theory, from a new perspective to study the old name. Comprehensive domestic and foreign scholars in related research achievements, and on the basis of collecting sorting the time-honored fashion context about the literature, including newspaper, conference documents, periodical literature, old photos, yearbook and important academic papers in the literature material, on the basis of second analysis and content analysis, summarizes the time-honored and fashionable history related degree, emphatically summarized in the fashion of deposits time-honored history context, concluded that conform to the fashion to seize present audience, summarizes and gives active feasible countermeasures to the fierce competition in the fashion market environment, provide for the healthy development of old thinking, make its path in the long river of history, the farther the line.This paper first chapter is the introduction section, analyzes the relevant research time-honored and fashionable academic background and realistic background; The second part combine several old present situation and existence main question; The third part combed the contain time-honored brand in the fashionable historical context of; The fourth part summarizes properly try fashion shop to follow the development road of practical strategy. Need account is, because the time-honored involves longitudinal history, industry and advertising forms multifarious, so this article discusses many in the process of historical context extend to the longitudinal from various trades and old advertising in each form the most fashionable features selected representative of the complete article discusses work.With China’s accession to the WTO, the market further open, an enterprise will face more powerful international rivals. Based on the above situation, the author thinks that research combined with fashion shop, and puts forward the relevant theory of the development of the old system for fashion paths and strategies have very important significance in theory and practice. The fashion industry to the main force of the time-honored become, for stimulating the whole industry chain urban comprehensive competitiveness and national and they also have some reference value. In addition, the time-honored history a sense is a fashionable history, old only with fashionable element Angle vogue, combining to maintain energy, in keep cultural foundation, at the same time, conform to the market and the audience demand, the development of fashion marketing elements, follows fashion pulse, continue brand life. For the study, no matter old to its own enterprise, or the healthy development of the continuation and development of traditional culture, plays a very active and vital significance.
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