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我国餐饮业“老字号”品牌建设研究作者：李海军导师：郝宏兰北京交通大学2014年4月1摘要老字号餐饮品牌有着悠久的历史和响亮的名声，同时具有独特的传统文化特色，是中华优秀传统文化的一部分，其本身就是宝贵的无形资产。但在当今市场经济的冲击下，许多老字号餐饮品牌在中国的现状并不乐观，且很难与现代餐饮管理方式竞争，它们的生存与发展备受瞩目。本文通过对我国老字号餐饮企业品牌的重要性的强调，讨论了老字号餐饮品牌的维护对策，对品牌的建设和发展做出了分析和概括。在认清老字号餐饮品牌发展现状的基础上，找出企业在品牌塑造过程中存在的现实和理论上的问题，这些问题主要存在于品牌文化塑造、管理方面和市场运作等几个方面。在体制改革及管理方式改革层面对我国老字号餐饮品牌的建设进行理论创新，并且指出政府应该对老字号进行政策指导和扶持，以加快老字号餐饮企业的发展。关键词:品牌建设，改革，创新2ABSTRACTChinesetraditionalfoodbrandshavealonghistoryandastrongreputation.Theyalsohaveauniqueculturalcharacteristic,whichmakesthemapartofChina'severgreenancientcultureandapricelessintangibleasset.Butnowadays,undertheimpactofmarketeconomy,manytraditionalfoodbrandsfinditdifficulttocompetewithmoderncateringmanagementandcannotseeanoptimisticprospectintheirfuturesurvivalanddevelopment.Byemphasizingtheimportanceoflong-establishedfoodbrands,thispaperwilldiscussthemaintenancemeasuresofoldbrands,analyzeandsummarizetheirfurtherconstructionanddevelopment.Basedontherecognitionofoldbrands’currentsurvivalsituations,thewriterwillconcludethetheoreticalandreal-worldproblemsintheirbrandbuildingprocedure,namelyforgingbrandculture,managementandmarketoperation.Moreover,thewriterwilldiscussthetheoreticalinnovationonthelevelofoldbrands’organizationsystemandmanagementmethods,andsuggestthatthegovernmentshouldcarryoutpolicyguidanceandsupporttoacceleratethedevelopmentoftraditionalcateringbusiness.Keywords：brandbuilding,reformation,innovation3目录摘要...........................................................................................................................................1ABSTRACT................................................................................................................................21绪论.........................................................................................................................................71.1研究的目的和意义.......................................................................................................71.2论文研究框架...............................................................................................................92相关概念综述........................................................................................................................102.1品牌的概念.................................................................................................................102.2中华老字号.................................................................................................................103我国“老字号”餐饮品牌的发展现状.....................................................................................123.1中国餐饮业老字号的历史发展.................................................................................133.2中国餐饮业老字号的特点.........................................................................................143.2.1“老字号”货真价实、信誉卓越，................................................................143.2.2“老字号”具有悠久的历史和独特的文化....................................................153.2.3“老字号”曾经有或仍具有较强的竞争力....................................................153.2.4地区分布极广，地方特色鲜明.......................................................................153.2.5制作工艺极为复杂，精细..............................................................................153.3我国“老字号”餐饮品牌现状.................................................................................163.3.1我国餐饮老字号发展状况喜忧参半...............................................................163.3.2我国餐饮老字号发展的局限性...................................................................163.3.3电子商务在餐饮老字号中的应用现状。.......................................................184“老字号”餐饮品牌面临的问题..............................................................................................1844.1缺乏品牌经营理念，品牌管理意识淡薄..................................................................194.2未能充分利用原有知名品牌作为发展和壮大的手段..............................................194.2.1品牌授权不当................................................................................................194.2.2品牌合资不当................................................................................................204.2.3品牌扩展不够或者不当................................................................................204.3品牌管理机制老化.....................................................................................................204.4品牌老化严重、创新能力不够.................................................................................214.4.1产品创新不够................................................................................................214.4.2缺乏品牌文化创新........................................................................................224.5品牌维护不力.............................................................................................................224.6品牌传播乏力、缺乏有效的传播手段......................................................................234.7老字号的经营机制过度僵硬.....................................................................................244.8人才不足并且流失严重.............................................................................................254.9国际化意识淡薄.......................