1、 China Time-honored Brands Business Strategy 中华老字号的经营策略 教 学 部 经 管 部 专 业 市 场 营 销 班 级 B643301 学 号 姓 名 指导教师 王 琳 沈 阳航空 航天大学 北方科技学院 2010 年 6 月沈阳航空 航天大学北方科技学院 本科毕业设计（ 外文翻译 ） 1 China Time-honored Brands Business Strategy The old fashioned decline, to the other old and famous bring reference is great, so ho
2、nored, if carefully analyze the situation, combined with the current domestic market conditions and the environment, the industry position, it can be long-established competitive advantage shown of. The failure of many companies that do not adjust their thinking if the long-established, timely innov
3、ation, and will definitely be an idea. At present the old and famous, there are eight major revival strategies: (1)The situation and play to its own advantage, bold product innovation Future in the market-leading companies, are those timely product innovation and service innovation in the enterprise
4、, innovation and a source of corporate longevity. As “old and famous”, the Yilaomailao no longer desirable, but to re-packaging, introduce new products and services. Qingdaos old and famous “Spring and the floor,” hotel in eighteen ninety-seven years by creating, once the Castle hosted a meeting pla
5、ce for dignitaries. Before nineteen ninety-six years, it was once caught in the verge of collapse situation. After some calm thinking, the operators that should be honored not only decline, but it should be a valuable asset, and give full play to its own characteristics, goodwill advantage, in this
6、based on the innovation, so that old and famous of this intangible asset will display a new life. On the Shandong cuisine, spring and floor can take the top spot in the island city, technology, features, already well-known absolute advantage, the problem lies in the backward management tools and dis
7、hes do not taste the novelty. Crux of the problem found, they first won the bank and financial support, invested one million Yuan to transform a new entrance hall, in the original basis of simple and elegant, blended with modern style, according to the characteristics of the consumers of Qingdao wil
8、l be market positioning in mass consumption. Then they made a big fuss in innovation, will feature the introduction of the field in spring and the old and famous buildings, since nineteen ninety-seven years, the Shanghai Museum, Shanghai local cuisine Dexing, Ningbo of Zhejiang cuisine Mandarin Gard
9、en, Suzhou, Jiangsu cuisine, etc. may have on building appearance in spring and the floor, so a real treat a variety of tastes of consumers. In recent years, spring and pre-used “the Chinese name snacks and House steamed spring series,” and fame. 沈阳航空 航天大学北方 科技学院 本科毕业设计（ 外文翻译 ） 2 Wuhan, the four spe
10、cies of River City name snacks, seasonal rate of the United States can be described as the largest soup of innovation. The past twenty years, the soup has a single meat cooked soup past, the development of the twelve series, eighteen colors, eight kinds of taste sense. River City the other snacks ma
11、de in the decline of old and famous when the continued US-style four seasons still. Yangjiangs “eighteen children” in the market do not have the “Wang Mazi”, “Wuliangye” and other old and famous brand contains a deep history and culture, but more than a decade, “eighteen children” from the change po
12、int of view, to fill the domestic system Knife in the history of more than ten blank, total access to more than sixty patents, enriches the culture of brand development, but also fully embodies the “eighteen children” of the core competitiveness . (2) Operating the citys tourism and cultural integra
13、tion “Old familiar” creative and cultural cities play an important role in the “old” because of its rich cultural connotation of the city brought overall positive effect, and become a unique charm of tourism and cultural resources. Therefore the old culture in the citys tourism role. Tourism and Cul
14、ture from the perspective of tourists is nothing more than two categories: firstly, to seek cultural differences, such as the European and American tourists, across the oceans to find a foreign countrys folk customs； Second, for cultural identity, such as Hong Kong, Macao and Taiwan compatriots and
15、overseas Chinese, as return to homeland “nostalgia” and “Roots.” Here, the “old” as a profound cultural accumulation reflects a unique advantage. Therefore, the old and famous should seek government support, such as streets in the city to maintain the traditional areas, while protecting the original
16、 “old”, on the other hand the city the rest of the “old” relative concentration of the “old words Street.” Street by “old familiar” fame, “old familiar” You Yi Streets network, set popularity geographical advantages, focus on displaying “old” rich cultural connotation, complement each other. You can also combine the Tourism promotion activities； increase the “old” promotional efforts, to let the “old” profound historical and cultural heritage to be known. (3) Consumer research, improve product grade Segments of consumers are constantly changing, so the “old” consumers also need to
