中华老字号的发展与转型研究+文献综述
关键词：中华老字号；改革创新；发展与转型
Research about the development and transformation of
Chinese traditional brands
Abstract: with the process of economic globalization, facing the further opened Chinese market and more foreign brands came in. Many Chinese traditional brands who have good skills are facing challenges. Some of those cannot meet the current trend so that they finally disappeared in history. But in recent years, the issues about the development and transformation about Chinese traditional brands make people think about the question that what should company do in such fierce market competition? To change business form or innovation? In this essay which analysis the problem including outside and inside faced by Chinese traditional brands. It noticed that only thought evolution as well as the government support, Chinese traditional brands will regain vitality. At the same time, focusing on the change of modern consumer’s consumption concept. There is no doubt that company should catch generations’ hearts and cultivate brand loyalty. All of these are the keys to help Chinese traditional brands continue developing.
Key Words: Chinese traditional brand ; Reform and innovation;
Development and transformation
目 录
引言1
一、中华老字号的起源与发展历程3
（一）中华老字号的意义界定与历史沿承3
（二）中华老字号的发展现状3
1、缺乏国际市场环境下的竞争力3
2、缺乏品牌价值的深化和延伸3
3、现代人对于中华老字号的态度4
二、中华老字号发展滞后的原因分析6
(一）主观的三大原因6
1、缺乏品牌建设和推广6
2、传统经营理念、模式落后，缺乏创新的理念6
3、缺乏专利保护意识7
（二）客观原因7
1、经济体制原因7
2、法律原因7
三、对中华老字号的发展转型的理论分析8
（一）品牌周期理论（BLC）分析8
（二）中华老字号的SWOT分析8
1、优劣势并存8
2、机遇于挑战同在9
四、中华老字号发展转型的对策10
（一）产品本身的革新10
1、运用先进的技术10
2、创新是源动力10
（二）营销模式的转变11
1、发展连锁经营的现代管理方式11
2、运用电子商务营销模式11
（三）关注老字号产品商标的注册文权12
（四）结合传统文化理念进行产品经销12
五、总结14
（一）本文论点汇总14
（二）对老字号发展前景的展望14
参考文献15
致谢16
引 言
2012年，电视里曾经播放了一个专题纪录片，其主要讲述了那些已经消失的声音，那些声音来自磨刀匠、擦鞋匠但是现在若想要听到这些声音似乎已经成了一种奢侈的梦，这不由勾起了人们对于过往那些街道间必然会听到的声音的怀念。由此，去年十八大召开的时候，老字号的生存现状也引起了社会广泛的关注。那些中华老字号百年以来秉持的经营理念、传承下来的独特制作工艺以及中华人民固有的民族情愫造就了中华老字号的辉煌历史。只要一提及一些金字招牌的名字，比如同仁堂、王家沙、恒源祥、老凤祥、杏花楼，老一辈都会测测称赞，它们不仅是中华传统工艺的继承更承载着老一辈对于历史的记忆，可谓为价值连城的无形资产。但就现在老字号的发展来说，从建国时将近16000家到现在只有寥寥几十家还活跃在人们的视野中，接近20%的老字号濒临破产，而其余大多数的老字号已经步履蹒跚、老态龙钟。
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