凤凰涅槃——从“老凤祥”的重生探讨国字号老品牌的振兴

PHOENIX NIRVANA-DISCUSSION ON THE REVITALIZATION OF CHINA′S TIME-HONORED BRANDS FROM "LAO FENGXIANG" REBIRTH

随着产品的代代更迭,不少曾经风靡一时的国字号老品牌日渐式微。究其原因,还是因为绝大部分的老品牌存在着产品更新换代速度慢、营销思想过于老旧、宣传力度不够等问题。而这些问题导致的后果,就是国字号老品牌难以适应新时代的商品经济。文章从发展态势良好的知名国字号老品牌"老凤祥"入手,分析在如今的经济时代中,"老凤祥"这一传承了百年之久的老品牌仍然能经久不衰、保持活力并不断创新的原因,以此为其他国字号老品牌的发展提出一些尝试性的建议和具有借鉴意义的看法。

With the appearance of new generations of products, many once popular old brands are declining. The reason is that the vast majority of old brands update products too slowly, employ obsolete marketing ideas and lack publicity. The consequence of these problems is the country′s old brands find it difficult to adapt to the new era of commodity economy. This paper starts with the well-known time-honored Chinese brand 'Lao Fengxiang', which is developing with a good momentum, and analyzes how 'Lao Fengxiang', with a history of a hundred years, could still stay vibrant and keep up innovation in the modern economic stage, in order to put forward suggestions and views for the development of other time-honored Chinese brands.