福州老字号建设问题初探  

Study on development of traditional brands in Fuzhou

作　　者：刘敏多[1] 

机构地区：[1]闽江学院中文系

出　　处：《广告大观（理论版）》2012年第1期34-38,共5页Journal of Advertising Study

摘　　要：作为有着2200多年发展历史的福州存在着众多的老字号。作者先对福州老字号的本质予以澄清,然后分门别类梳理并发现其中问题,最后指出其如今面临的根本且紧迫问题在于经营传统品牌的企业,因为这些企业发展大都处于困难险境。由于商业模式是今天企业经营和品牌建设的法宝,因此本人希望通过对其内涵的解读找寻商业模式的力量,以帮助这些福州老字号的企业突破现有的困境获得新生。而这个解决问题之道就是经营老字号的企业必须根据自身优势和现实环境重建适应现在环境的生存系统。There are so much taditiona-brand in the 2200 years old of fuzhou .First, the author clears the essence of the fuzhou traditionbrand.And then she classifies all of them and discovers some problems.At last she points out the basic and urgent question about the fuzhou tradition-brand lies in those enterprises which manage the fuzhou tradition-brand,beacause most of them face all kinds of exsitent difficulties. Since the business model has been proved the effective management rule of our scioety in today,the author wishs those enterprises of the fuzhou tradition-brand can depend on the power of business model breaking through those difficult prositions and are reborn.And theway she finds out is those enterprises must obey the advantages of themselves and realistic circumstances to rebuilt their exsitent system.

关 键 词：福州老字号 建设问题 

分 类 号：F279.2[经济管理—企业管理]