“中华老字号”生存与发展的策略研究——以昭通“月中桂”为例

Survival And Development Strategy of China Time-honored Brand:Taking “Yuezhonggui” of Zhaotong for Example

"中华老字号"食品服务行业一般都具有鲜明的中华民族传统文化背景和深厚的文化底蕴。在上百年的历史沉淀中积累起独特的风格、口味、技术和以此为基础的品牌。但在当代市场竞争中,相当一些"中华老字号"企业却因无法适应变动的新形势而面临生存危机,有的甚至走向了衰落。如何挖掘企业内部资源和外部市场的匹配性,从而发扬内外部有利因素,规避制约因素,以期实现良性发展,是个值得深入分析的问题。

The food service industry of China＇s time-honored brand generally has a distinctive traditional Chinese cultural background and deep culture. As a basis for the brand, the accumulation of centuries of historical precipitation unique style, tastes, technology and so on has been made as the advantage of their own brand. But in the contemporary market competition, quite a few of the China＇s time-honored brand were faced a new crisis, and some even went to the fading while they can not adapt to the changes with the new situation. How to tap internal resources and the ability adapt to external market so as to carry forward the internal and external favorable factors and circumvent the constraints in order to achieve healthy development, this is a problem worthy of in-depth analysis.