老字号的可持续发展战略

随着外资企业的不断涌入,我国企业面临着发展困境,尤其是一些老字号品牌运营能力较欠缺。本文以中华老字号企业为实证分析对象,指出老字号品牌必须充分识别、挖掘其原有的品牌基因,与现代传播手段有效结合,增进与消费者的互动沟通,从而提升其品牌价值。

Along with the continuous influx of foreign-funded enterprises,the development of China s enterprises are faced with difficulties,especially in some of the old brand over the lack of operating capacity.In this paper,old Chinese enterprises as targets of empirical analysis,pointed out that the old brand to be full recognition,mining its original gene branded with a modern and effective means of communication,enhance communication and interaction with the consumer in order to enhance their brand value.