新时期广州“老字号”的困境与发展探讨

THE CONFUSION AND DEVELOPMENT OF GUANGZHOU’OLD BRAND IN NEW PERIOD

西方发达国家的“老字号”很多发展成为世界名牌,在开拓国际市场带动其它品牌商品出口方面发挥着重要作用。在中国有不少“中华老字号”,但在国际市场上有名气的不多,且地位日益下降,在经济全球化进程中将面临严峻考验。广州历史上曾经有过100多家百年老店,但是由于旧城改造,地铁建设等原因,广州市的“老字号”相继面临被拆迁的厄运。更新观念,保护并利用好老字号品牌,寻求市场发展空间,对新时期广州市的发展有重要意义。

Many old brands which play an important role in exploring the new market have become the world famous brands in western countries.There are many old brands in China,however few of them have great affection in international market and they will suffer great challenge in the wave of economic globalization.There are more than one hundred old brand shops in Guangzhou,but because of rebuilding old district and building subway many of them will be moved.In view of the development of Guangzhou in new period,we should explore new space through refreshing our mind and making good use of old brands.