浅谈改革开放后中华老字号品牌战略管理革新之路

Discussion of the Brand Strategy Management Innovation of the Chinese Time-honored Enterprise

改革开放以来随着我国居民物质文化水平的不断提高,人民亦开始关注我国精神文明事业的建设发展。在不断推动物质文明与精神文明"双发展"这一任重道远的进程中,社会各界责无旁贷。作为中华民族智慧结晶、传统文化积淀以及我国近现代工商业发展见证者的中华老字号企业必然扮演着先锋角色。因而对改革开放以来中华老字号品牌战略管理的改革与创新展开探讨研究就有着一定的必要性。本文将结合品牌战略管理相关知识并运用SWOT分析法对此予以分析讨论。

With the continuously improvement of Chinese residents＇material civilization levels after the Reform and Opening up,people begin to pay more and more attention to the development of spiritual civilization.In the process of double development of both material civilization and the spiritual civilization,all sectors of our society should be responsible for this great cause.As the wisdom crystallization of Chinese people,the accumulation of traditional culture and the witness of the development of china＇s modern commerce and industry,the Chinese time-honored enterprise must play a vanguard role.So it is necessary to discuss the brand strategy management innovation of the Chinese time-honored enterprise since 1978.This paper will use SWOT analysis method and brand strategy management theory to discuss this subject.