中华老字号品牌发展困境的分析研究

Analysis and Research on Chinese Long-established Brand Development Predicament

本文首先客观分析评价了当今中华老字号的品牌发展现状,以王麻子的衰落为例进行考察,分析中华老字号的品牌困境,并对王麻子品牌的发展及衰落进行深入的研究与探讨,就老字号品牌维护与创新等提出了若干策略和应对方法。

This paper first objective analysis and evaluation of the current Chinese Long-established brand development status,take the decline of Wang Mazi inspected example of the Chinese Long-established brand predicament,and discussion on the Wang Mazi brand development and the decline of an in-depth study maintenance of the old brand name and made a number of innovations,such as strategy and response.