成都老字号的现状及品牌危机研究——以“夫妻肺片”与“赖汤圆”的对比为例

RESEARCH ON THE STATUS QUO AND BRAND CRISIS OF CHENGDU TIME-HONORED BRANDS-WITH"COUPLE BEEF COOKING RESTAURANT"AND"LAI SWEET DUMPLINGS"AS EXAMPLES

1."夫妻肺片"与"赖汤圆"的品牌形象及经营现状位于成都市锦江区的春熙路,是一个商业及网点极其庞大的地段,这个地段也是游客的必经之地。在春熙路附件,聚集着数家历史悠久的老字号企业:夫妻肺片、赖汤圆、龙抄手、蜀九香火锅等等,这些老字号分布在春熙路的各个角落,甚至一些老字号对面相逢,就拿"夫妻肺片"与"赖汤圆"来说,这两家店之间仅隔了一家店,但是两家的老字号的品牌意识、门店和经营方式却截然不同。

Time-honored brands have a long traditional history and profound cultural heritage.However,according to investigations,most time-honored catering brands in China are facing severe operating difficulties.Taking the"Couple Beef Cooking Restaurant"and"Lai Sweet Dumplings"in Chengdu as examples,their operating status is quite different due to different business concepts,services and goals.By comparing the management and development of these two time-honored brands,this paper analyzes the current status and crisis of Chenadu time-honored brands and puts forward recommendations on developing time-honored brands.