长沙老字号的生存困境与发展战略

The Living Plight and Developing Strategy of Time-honored Brand in Changsha

老字号具有悠久的历史、丰富的文化内涵、巨大的无形价值和天然的品牌优势,但长沙许多老字号并没有发挥优势成为市场经济中的赢家。主要原因是理念误区和体制障碍。老字号欲重新崛起,理念、特色、品牌、经营、传播五大战略至关重要。

Time- honored brand has the characteristics of long history, rich cultural connotation, imnrense invisible value and natural brand superiority. Howeuer, due to misleading concepts and system obstacles many time - honored brands do not become the winners in market econamy. The strategies of concept, feature, brand, marketing and communication contibute a lot to the prosperity of the time - honored brand, wlfich is the symbol of urban cultural atmosphere. The long history and traditional culture of fire time- honored brand have become a part of the folk culture, which can reflect the customs of an area and the transitional scence of the society. The devolepment of the time- honored brand will make a fickle city calm and sedate.