“老字号”餐饮品牌的维护.doc

“老字号”餐饮品牌的维护摘要: 一方面, 老字号餐饮品牌有着悠久的历史和响亮名声, 同时具有独特的传统文化特色, 是中华优秀传统文化的一部分, 其本身就是宝贵的无形资产。另一方面, 在当今市场经济的冲击下,许多老字号餐饮品牌经营萎缩,境地困顿,老字号的生存与发展备受瞩目。本文以概念为切入点,通过对我国的“老字号”餐饮企业的品牌的重要性的强调,并结合实例对餐饮“老字号”品牌贬值的现象进行详细的分析, 重点讨论了“老字号”餐饮品牌的维护对策, 以期在实践中指导老字号餐饮品牌的改革。文章采用量化与综合分析法等研究方法,对”老字号”餐饮品牌的维护和发展做出了分析和概括, 并在实践的基础上于体制改革以及管理方式改革层面对我国老字号餐饮品牌的维护进行理论创新, 达到了良好的问题解决效果。关键词: 老字号;品牌;核心竞争力;创新;改革 Abstract : On one hand, Time- Honored Brand has a long and famous history in China with its special traditional culture character. The brand itself is precious intangible assets. On another hand, lots of Time- Honored Brand has suffered bankruptcy and fell into a dilemma which cannot last for long under the impact of the present market economy. The survival and development of the Time- Honored Brand causes peoples ′s attention. The paper began with the concepts of in point. By the discussion of the importance of the food brand of the Chinese Time- Honored Brand, we analyses the reason of why Time- Honored Brand food and drink enterprise brand lose its value with examples, discuss the countermeasure of Time- Honored Brand food and drink brand should to take care of, bring up several point of personal opinions. And on the basis of practice in the management system, and reform aspects of our brand name food for the maintenance of grounds On innovation, and to achieve a good result to solve the problem. Keywords : Time- Ho