摘要
随着中国经济的结构转型和对外开放的逐步放宽,一些传统"老字号"企业出现产品结构老化、管理效率低下、客户流失、营销观念落后等问题。老字号企业要想获得长足的可持续发展,必须依据自身的先决条件进行品牌运作,整合可利用的优势资源从文化、产品、营销模式三方面进行普通企业到当地"老字号",到中华"老字号",再到国际强势品牌的升级。
With the structural transformation of China＆#39;s economy and the gradual relaxation of opening to the outside world, some traditional ＆quot;time -honored brand＆quot; enterprises emerged the problem of product structure aging, low efficiency of management, the loss of customers, lag marketing idea etc. To obtain the considerable sustainable development, old enterprises must conduct the brand operation according to its prerequisite,integrate the available advantage resources from three aspects of culture,products,marketing model,and upgrade from ordinary enterprises to local ＆quot;time-honored brand＆quot;enterprises,to the national ＆quot;time-honored brand＆quot; enterprises,and then to enterprises with international strong brands.
出处
《河北经贸大学学报（综合版）》
2014年第3期82-84,共3页
Journal of Hebei University of Economics and Business(Comprehensive Edition)
关键词
老字号
大规模生产定制
优秀文化传统
产品营销
传统行业
国际强势品牌
核心产品
升级路径
time -honored brand
large -scale production customization
excellent culture tradition
product marketing
traditional industries
international strong brand
core product
upgrade path
