摘要
老字号积累了中华民族深厚的文化底蕴,过去他们创造了人类历史上一个又一个的辉煌,塑造了一个个价值连城的金字招牌,它与城市发展紧密相联,形成了独特的文化氛围,代表着这座城市甚至中华民族诱人的魅力。然而,这一切已成为明日黄花,绝大多数老字号企业已败落。老字号企业败落的根本原因在于经营创新不足,营销创新的路径在于观念创新、产品创新、营销模式创新、服务创新及品牌创新。
The old Chinese name of a shop has accumulated plenty of Chinese traditional culture,created many brilliant records in the history of mankind,set up a lot of valuable golden brands and formed a unique cultural atmosphere connected with the town s development,showing the town s charm.But they are out-of-date and most old famous enterprises are on the decline.This paper discussed that the essential reasons of the decline are lack of innovation of operation and suggested that the five countermeasures of innova...
出处
《北方经贸》
2009年第6期49-51,共3页
Northern Economy and Trade
关键词
中华老字号
企业经营
经营创新
the old Chinese name of a shop
marketing: in-novation
