基于SWOT-PEST分析的常州老字号餐饮提振研究

On the Development of Changzhou Time-Honored Restaurants Based on SWOT-PEST Analysis

运用SWOT-PEST分析法对常州老字号餐饮进行分析。常州老字号评定起步早、文化底蕴深厚、非遗传承数量多,经过近几年的发展,仍然存在着发展规划不清晰、文旅融合不紧密、产品竞争力不强、宣传推广不到位、品牌知名度不高等问题。研究得出,从微观层面看,老字号餐饮企业需要通过品牌定位创新、产品设计创新、文化传承创新与营销方式创新来守正创新,擦亮金字招牌。从宏观层面看,政府和行业协会要提供支持和指导,引导老字号餐饮适应环境变化,灵活应对挑战:第一,顶层设计,融入文旅布局;第二,政府扶持,推动集团发展;第三,通过技能素养培训和数字化运营能力培训,人力赋能,加快企业发展。

The SWOT-PEST analysis method is used to analyze the time-honored restaurants in Changzhou.The evaluation of time-honored brands in Changzhoustarted early with profound cultural heritage and a large number of intangible cultural inheritances.After development in recent years,there are still some problems,such as unclear development planning,weak integration of culture and tourism,weak product competitiveness,inadequate publicity and promotion,low brand awareness and so on.The research shows that at the micro level,time-honored catering enterprises need to polish the gold signboard through the innovation of brand positioning,product design,cultural inheritanceand marketing mode,and at the macro level,the government and industry associations should provide support and guidance to guide time-honored restaurants to embrace environmental changes and respond flexibly to challenges.First,the top-level design needs to be integrated into the layout of cultural tourism;second,the government needs to provide support to promote the development of the group;third,through the training of skills and digital operation ability,human resources will be empowered to accelerate the development of enterprises.