随着浙江省市场竞争的日益激烈,昔日的“浙江老字号”企业发展并不乐观。通过在诸暨市同山高粱酒厂的实地调查以及对相关人员的采访,了解到正是由于传统的自产自销模式、短缺的原理供应、谨慎的投资态度以及保守的公共关系等原因使得该“老字号”酒企难以扩大产品市场占有率。面对竞争,酒企必须通过创建自有品牌、扩大生产规模、加大广告投入、寻求更多合作商等途径来重新获得持续发展的动力。只有实现从传统到创新的飞跃,“浙江老字号”企业才能真正做到基业长青。 With the increasingly fierce market competition in Zhejiang Province, the former “Zhejiang old” enterprise development is not optimistic. Through the field survey of Tongshan Sorghum Winery in Zhuji City and interviews with relevant personnel, we learned that it is precisely because of the traditional mode of production and marketing, the supply of the principle of shortage, the prudent investment attitude and the conservative public relations, “Old name ” liquor difficult to expand product market share. In the face of competition, wine companies must regain the momentum of sustainable development by creating their own brands, expanding their production scale, increasing their investment in advertising, and seeking more partners. Only realize the leap from tradition to innovation, “Zhejiang old name ” companies can really achieve Everlasting.