老字号品牌营销传播的本土研究综述

老字号品牌是中国独有的商业现象，相当于国外的“百年企业”。通过对期刊文献的研究分析，老字号呈现出发展难以适应的趋势，而现存对老字号的研究主要基于市场营销和经济管理角度，在发展创新上也体现出体制管理创新和产品延伸创新占主流，形象宣传创新和传播营销创新略显不足，呈现出明显的营销和传播分离的研究缺陷。

China Time-honored Brand is unique phenomenon in China, being equal to the enterprise which has run more than one hundred years in abroad. From the document basing on the marking and economical management, this paper will show that the development of China Time-honored Brand is hard to meet the market. In innovation research, the structural innovation and the product extension are mainstreams, whereas the image innovation and communications tactics appear insufficient. Thus, the China Time-honored Brand research separate the marking from communication, which is obvious shortage.