【正文】 tion , accurate market segmentation. Hendry, the operating clock glasses were famous throughout the old and famous has not fall, “frame” because it honored the intangible asset is given a new meaning. They positioned to win in the highend luxury boutique group of consumers, Omega , Tissot , Rolex and other fashion and noble zhuanmaigui, so Hendry face of this longestablished customers can bring together the cover. Old and famous can learn from Procteramp。 China Timehonored Brand’s Business Strategy 中華老字號的經(jīng)營策略 教 學 部 經(jīng) 管 部 專 業(yè) 市 場 營 銷 班 級 B643301 學 號 姓 名 指導教師 王 琳 沈 陽航空 航天大學 北方科技學院 2020 年 6 月沈陽航空 航天大學北方科技學院 本科畢業(yè)設計（ 外文翻譯 ） 1 China Timehonored Brand’s Business Strategy The old fashioned decline, to the other old and famous bring reference is great, so honored, if carefully analyze the situation, bined with the current domestic market conditions and the environment, the industry position, it can be longestablished petitive advantage shown of. The failure of many panies that do not adjust their thinking if the longestablished, timely innovation, and will definitely be an idea. At present the old and famous, there are eight major revival strategies: (1)The situation and play to its own advantage, bold product innovation Future in the marketleading panies, are those timely product innovation and service innovation in the enterprise, innovation and a source of corporate longevity. As “old and famous”, the Yilaomailao no longer desirable, but to repackaging, introduce new products and services. Qingdao39。Gamble, CocaCola brands such as operating experience, such as their annual study on patterns of consumers to change their concepts, not only to look to stay on the product, consumers should know how to study the demand , especially consumer increasingly the more critical it is very important today. (4) Increase the intensity of anticounterfeiting and security, maintaining the brand The rampant fake corrosion is a mon enemy of old and new brands. Such as “Wang Mazi” three hundred years has been constantly counterfeiting, currently only around Beijing, there are hundreds of shops were quite deceived the public, downtown Beijing alone set up five authentic chain of stores, far from satisfied customers and business needs. The new brand, the situation is not much better, according to statistics on the market every day three thousand fake “eighteen children” tool trade, very hard to detect. Impact is a top priority, which need longestablished Ramp。作為 “ 老字號 ” 來說，倚老賣老已經(jīng)不再可取，而是要重新包裝，在產(chǎn)品和服務上推陳出新。 武漢的四大江城名小吃種，四季美湯包的創(chuàng)新幅度可謂最大。因此，老字號應該主動尋求政府的扶持，比如可以在城市的傳統(tǒng)老街保持區(qū)，一方面保護好原有的 “ 老字號 ” ，另一方面將城區(qū)其它地方的 “ 老字號 ” 相對集中的 “ 老字街 ” 。像 “ 王麻子 ” 300 多年來就一直假冒不斷，目前僅在北京周邊地區(qū)，就有上百家店鋪，上當受騙者頗眾，僅僅靠北京鬧市區(qū)開設的五家正宗 連鎖 店，遠不能滿足顧客和商家的需求。只有品牌 ，或者說