扬州“老字号”企业品牌的保护与创新策略——以扬州酱菜业为例  

Protection and Innovation Strategy of Yangzhou Old Name-brand: Taking Yangzhou Pickles Industry as an Example

作　　者：俞国[1] 俞维苏[2] 

机构地区：[1]扬州市职业大学管理学院,江苏扬州225009 [2]南开大学经济学院,天津300071

出　　处：《江苏调味副食品》2013年第2期1-5,共5页Jiangsu Condiment and Subsidiary Food

基　　金：江苏省"十二五"高等学校重点专业群建设项目"旅游管理及在线运营服务"(苏教高〔2012〕23号);中国成人教育协会"十二五"成人教育科研规划课题"新型农民培养模式与机制研究"(2011-042Y);中国高等职业技术教育研究会"十二五"规划课题"和谐管理视角下职业资格证书规范化与就业准入制度研究"(GZYLX2011012)

摘　　要：品牌是质量、信誉度、市场占有率、消费者认可度的集中体现,是企业最重要的无形资产之一。品牌已成为企业综合实力的体现和象征。企业尤其是"老字号"企业要适应时代和市场的变化,着力加强品牌建设,以品牌优势提升企业核心竞争力,推进企业可持续发展。在充分调查和分析的基础上,以扬州"老字号"企业的代表之一———三和四美酱菜有限公司为例,提出扬州"老字号"企业品牌的维护与创新策略。Brand,which has good quality,high degree of credibility,large market share and high acceptable degree,is one of the most important intangible assets of enterprises.Brand has become the embodiment and symbol of the comprehensive strength of an enterprise.Therefore,enterprises,especially old name-brand enterprises should adapt to the changes of the times and the market,strengthen the brand construction,enhance the core competitiveness of enterprises by brand advantage and promote the sustainable development of enterprises.Based on the sufficient investigation and analysis,take one of the old name-brand enterprises in Yangzhou——Sanhe simei pickles Co.Ltd as an example,the maintenance and innovation strategy of Yangzhou old name-brand is put forward.

关 键 词：扬州“老字号” 企业品牌 保护与创新策略 扬州酱菜业 

分 类 号：TS20[轻工技术与工程—食品科学]