北京市老字号的发展现状及对策研究

The Development Status and Countermeasures of Beijing's Old Brands with Famous Names

老字号是北京历史文化名城的重要标志。在市场经济条件下,一方面要重视对老字号的法律保护和政策扶持,另一方面要加快以产权制度为核心的国有老字号企业改革,发挥老字号的品牌优势和市场机制的作用,推动北京老字号进入规范、有序、健康的发展轨道。

An important sign of Beijing as a famous historic and cultural city, famous old brands embody great historical and cultural significance and intangible assets value. Nevertheless, the development of these brands have encountered lots of practical difficulties in today's fierce market competition, some of which even endangering their existence. Under the circumstances of market economy, we should, on the one hand, provide these famous old brands with legal protection and policy support, and on the other hand speed up the reform of state-owned enterprises with famous old brands that operate on the system of property rights, take advantage of their brand superiority and the effect of market mechanism so as to ensure a normalized, orderly and sound development of these brands.