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目前国内共有“中华老字号”2000余家。然而,令人遗憾的是如今“老字号”能正常营业的仅为30%,效益好的只有10%左右。“老字号”企业经营陷入困境的原因是什么,市场竞争已经进入品牌竞争的阶段。拥有一定数量的“百年老店”成为现阶段我国企业发展的重要目标。而利用好我国企业现有的品牌资源无疑是一件事半功倍的事情,在这些资源中,“老字号”占有重要的位置。
At present, a total of more than 2,000 “China’s old and famous” domestic. However, it is regrettable that only 30% of “old-fashioned” businesses can now operate normally, with a good profit margin of only 10%. What is the reason why the “old and famous” enterprises are in trouble? Market competition has entered the stage of brand competition. Having a certain number of “century-old shops” has become an important goal of the development of our country’s enterprises at this stage. However, making good use of the existing brand resources of Chinese enterprises is undoubtedly a matter of multiplier. In these resources, the “old name” occupies an important position.