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随着市场竞争日趋激烈,老字号企业大部分处于举步维艰的境地。因此,重振老字号企业,提升核心竞争力成为老字号企业的当务之急。基于消费者的怀旧心理和怀旧消费需求,本文提出老字号企业通过怀旧文化资产提升核心竞争力的新思路。首先探讨了怀旧文化资产的形成、内涵及价值属性,其次分析了老字号企业怀旧文化资产对核心竞争力的影响路径,最后提出增强老字号企业核心竞争力的对策建议。
With the increasingly fierce market competition, most of the old enterprises are in a difficult situation. Therefore, it is imperative to revitalize the old and famous enterprises and enhance their core competitiveness. Based on the nostalgia psychology and nostalgia consumer demand of consumers, this paper puts forward a new idea that old and famous enterprises can enhance core competitiveness through nostalgic cultural assets. First of all, it discusses the formation, connotation and value of nostalgic cultural assets. Secondly, it analyzes the influential path of old nostalgic cultural assets to core competitiveness. Finally, it puts forward some countermeasures and suggestions on how to enhance the core competence of nostalgic enterprises.