新国潮下餐饮老字号品牌创新发展研究

Research on the Innovative Development of Time-honored Brandswith the New Chinese Fashion Trend

近年来,我国餐饮老字号发展活力不断增强,品牌影响力持续提高。2022年1月,商务部等8部门联合印发《关于促进老字号创新发展的意见》,要求“促进老字号持续健康高质量发展”,满足人民日益增长的美好生活需要。聚焦新时代下的国潮经济,随着消费需求的不断升级,如何让传统的餐饮老字号品牌持续焕发新生,使高品质、高质量的餐饮老字号品牌成为年轻消费主力军的选择是一个非常值得研究的课题。本文通过对北京知名老字号餐饮企业进行参访及开展消费者专题调研的形式,分析了餐饮老字号品牌的发展现状,提出了新国潮下餐饮老字号品牌发展面临的主要问题,并提出合理化建议。

In recent years,the development of China’s time-honored brands of catering has been injected with more vitality,and the influence of brands continues to improve.In January 2022,the Ministry of Commerce and other seven departments jointly issued the Opinions on Promoting the Innovative Development of Time-honored Brands,which requires promoting continuous,healthy and high-quality development of time-honored brands and meeting the growing demands of people’s better life.With the economy in the Chinese fashion trend of the new era and the continuous upgrading of consumer demands,how to make the time-honored brands of catering continue to rejuvenate,so that highquality time-honored brands of catering become the choice of young consumers as the main force of consumption,is a very worthy research topic.This paper analyzes the current situation of the development of time-honored brands of catering,summarized the major problems faced by the development of the time-honored brands of catering in the new Chinese fashion trend,and puts forward rational suggestions through visits to famous time-honored enterprises of catering in Beijing and special consumer surveys.