国内老字号品牌发展调查与推广策略浅析  

Development investigation of domestic time-honored brand and analysis of promot ion strategy

作　　者：兰孝玲[1] 杨敏[1] 龙真[1] 

机构地区：[1]鲁东大学艺术学院,山东烟台264025

出　　处：《大众科技》2012年第10期204-206,共3页Popular Science & Technology

摘　　要：老字号是我国经济发展中的特色,承载了商业文化和财富;在经济发展进程中,一部分老字号的发展进入瓶颈期,面临着严重的困难挑战。老字号企业需要在复杂的市场环境中认清现状和挑战,发挥自身优势,深化改革,不断增强品牌管理意识和服务意识,努力提升企业的知名度,引进相关人才,推动企业的不断发展,继续为我国经济发展做出贡献。Abstract：Time-honored Brand is characteristic of China economy development, it carried the business culture and w ealth：in the process of economic development, the development of part of Time-honored Brand had entered the bottleneck period, facing serious challenges. The old and famous shop or enterprise need recognize clearly the present situation and challenges in the complex market environment, play to their own advantages, deepen reform, enhance the brand manage ment consciousness and service consciousness, make great efforts to improve enterprise＇s popularity, introduce relate d talents, promote enterprise development, so it continued to make a contribution on the china economic development.

关 键 词：中华老字号 品牌管理 发展机遇 定位意识 

分 类 号：F202[经济管理—国民经济]