从我国百年老字号的日渐衰落谈企业品牌文化内涵

Discussion on the connotation of brand culture from the weaknessof century-old Chinese enterprises

针对我国的百年老字号由于忽视品牌和品牌文化建设而日渐衰落的问题,结合国外企业的先进经验,以及企业加深品牌内涵的重要意义,给出了我国百年老字号企业品牌建设解决问题的途径。

Facing the problem of neglecting the development of brand and brand culture in most century-old enterprises of China,coupling with the experience of abroad advanced companies,and meaningful the connotation of brand culture,we put some measures to establish brand culture.