南京“老字号”餐饮企业地理区位变化及影响因素分析

The Geographical Position Change and Influence Factors of Nanjing Time-honored Catering Firms

通过对南京"老字号"餐饮企业生存现状的调查,发现南京"老字号"餐饮企业不仅数量在减少,而且有从老城区向外搬迁的趋势。探讨其形成原因,主要有城市建设、市场、消费需求与口味变化、法律法规不健全等外部因素,以及企业体制陈旧、产品缺乏创新、品牌意识淡薄、传承方式单一、品牌扩张和宣传力度不够、产品质量下滑、就餐环境和服务质量下降等内部因素。针对"老字号"餐饮企业发展参差不齐的状况,提出振兴南京"老字号"餐饮企业举措建议,以充分发挥"老字号"不可估量的品牌价值、经济价值和文化价值。

By the survey of current situation of time-honored catering firms in Nanjing,we find the situation is not optimistic.Their number is declining and they have a trend of moving from the old town to the outside.The reasons for their current situation lie in external factors such as urban construction,market,change of consumer demand and favor,and laws and regulations imperfection,as well as internal factors such as outmoded enterprise system,lack of product innovation,brand unconsciousness,single way of inheritance,lack of brand expansion and advertising,product quality reduction,and dining environment and service quality reduction.Aiming at the uneven developing level of time-honored catering firms,we propose suggestions to promote time-honored catering firms,so as to give full play to their immeasurable brand,economic and cultural value.