战略决策研究
戰略決策研究
전략결책연구
Journal of Strategy and Decision-Making
2011年
5期
52-60
,共9页
文化营销%餐饮老字号%战略%品牌活化
文化營銷%餐飲老字號%戰略%品牌活化
문화영소%찬음로자호%전략%품패활화
culture marketing%Historical Brand Restaurants%strategy%brand revitalization
作为广东人的一种象征、一个时代记忆的广东餐饮老字号，见证了历史发展变迁。但在激烈的市场竞争中由于商业模式、经营观念、管理体制、资金技术等方面原因，它们又普遍陷入了惨淡经营局面。本文分析了老字号活化与文化营销的关系，并立足文化营销的视角，从战略定位、战略布局和战略实施三个层面探讨了广东餐饮老字号品牌复兴的发展战略。
作為廣東人的一種象徵、一箇時代記憶的廣東餐飲老字號，見證瞭歷史髮展變遷。但在激烈的市場競爭中由于商業模式、經營觀唸、管理體製、資金技術等方麵原因，它們又普遍陷入瞭慘淡經營跼麵。本文分析瞭老字號活化與文化營銷的關繫，併立足文化營銷的視角，從戰略定位、戰略佈跼和戰略實施三箇層麵探討瞭廣東餐飲老字號品牌複興的髮展戰略。
작위엄동인적일충상정、일개시대기억적엄동찬음로자호，견증료역사발전변천。단재격렬적시장경쟁중유우상업모식、경영관념、관리체제、자금기술등방면원인，타문우보편함입료참담경영국면。본문분석료로자호활화여문화영소적관계，병립족문화영소적시각，종전략정위、전략포국화전략실시삼개층면탐토료엄동찬음로자호품패복흥적발전전략。
For the Cantonese, historical brand restaurants are not only a kind of commercial symbol, but also the collective memory of history. They are the witnesses of the people, the historical development as well as the lifestyle of the locality. However, due to the fierce market competition, the outdated management, lack of technical innovation and other reasons, the old brands are now confronting difficult business situation. This paper probes into the revitalization strategy of the local historical brand restaurants from strategic positioning, strategic layout and strategy implementation.
