北京市西城区老字号企业品牌竞争力提升研究  

A Study on Time-honored Brand Competitiveness of Beijing Xicheng District

作　　者：朱永杰[1] 

机构地区：[1]北京联合大学北京学研究所,北京100101

出　　处：《北京联合大学学报（人文社会科学版）》2015年第3期25-31,共7页Journal of Beijing Union University(Humanities and Social Sciences)

基　　金：北京市属高等学校青年拔尖人才培育计划项目(项目编号:CIT&TCD201404094);北京学研究基地科研项目"新形势下北京运河文化遗产保护与利用研究"(项目编号:BJXJD-KT2015-YB02);北京市哲学社会科学规划项目"北京历史文化街区保护模式研究"(项目编号:12LSB002)

摘　　要：以老字号品牌竞争力相关理论为依据,分析了北京西城区老字号目前发展的优势和劣势,提出了西城区老字号企业品牌竞争力的提升路径:确立有效的品牌战略,打造特色品牌产品和确立合理品牌定位;加强品牌文化建设,深入开展品牌保护工作;积极创新和运作品牌;通过深化企业体制改革、加大政府引导扶持力度以及学习国外先进经验等措施优化老字号发展环境。According to some time-honored brand competitiveness theories, this paper analyzes the current development advantages and disadvantages on time-honored brands in Xicheng District, and puts forward the paths to promoting the time-honored brand competitiveness of Xicheng District. Time-honored brand enterprises should firstly establish effective brand strategies, designing characteristic products and putting forward reasonable brand positioning. Secondly, it is necessary for these enterprises to strengthen the construction of brand culture, and pay attention to brand protection. Thirdly, time-honored brands must work on brand innovation and operation. At last, through deepening enterprise reform, strengthening government support and learning advanced experience from foreign countries, time-honored brands can optimize the development environment.

关 键 词：北京市 西城区 老字号 企业品牌 品牌竞争力 提升 

分 类 号：F279.271[经济管理—企业管理]