我国老字号品牌的创新与发展——以全聚德为例

中华老字号品牌蕴含着中华民族工商业的精华,在这些品牌的身上承载了较强的历史文化价值和经济价值。然而在如今的消费市场上,越来越多的外来品牌进驻我国市场,例如麦当劳、肯德基、必胜客、可口可乐等品牌，这无疑给中华老字号品牌带来了一定的冲击力。再加上人民生活水平的提高,人们开始追求新鲜的事物,我们的眼球不再局限于国内的一些品牌。正由于现在市场竞争的激烈，导致越来越多的中华老字号品牌在竞争中节节败退、衰落甚至消亡。这就说明中华老字号品牌需要进行改革,需要加入一些创新元素,甚至在创新自我产品或服务的同时,提高自身产品的附加价值.本文就是通过对我国老字号品牌全聚德的创新模式的研究,总结出优势与不足之处，为我国“中华老字号”品牌企业寻求品牌创新之路和未来的发展提供借鉴。

关键字：全聚德；老字号；品牌创新；品牌发展

Brand innovation and development of time-honored brand              -------a case study of Quanjude
Abstract: The old Chinese brand contains the essence of commerce and industry of the Chinese nation, in the body of these brands carries strong historical and cultural value and economic value. However, in today's consumer market, more and more foreign brands entered China's market, such as McDonald's, KFC, Pizza Hut, Coca-Cola and other brands, this is undoubtedly the old brand to China's impact. Coupled with the improvement of people's living standards, people began to pursue new thing, our eyes are no longer limited to domestic brands. Is now the fierce market competition, resulting in more and more old Chinese brands are losing ground in the competition, decline or even demise. This shows that the old brand to the need for reform, you need to add some innovative elements, even in the innovation of products or services at the same time, increase the added value of their products. This article is innovative models of time-honored brand in Quanjude, summary strengths and weaknesses, and provide a reference for China's "old" brands seek the road of brand innovation and future development.

Key words：Quanjude ；time-honored brand ；brand innovation ；brand development

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