【正文】 grade of the product for their orientation , 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。近幾年，春和樓又以 “ 中華名小吃春和樓 蒸餃系列 ” 而揚名。 （ 4） 加大打假和防偽力度，維護品牌 假貨的猖獗腐蝕，已是新老品牌共同的大敵。因此，借助深厚的歷史內(nèi)涵，在品牌宣傳上做點文章，也會引起消費者的蜂擁而至，武漢的蔡林記在前幾年搞 連鎖經(jīng)營 ，便引來本埠媒體的 “ 地毯轟炸 ” ， “ 大出了一回風(fēng)頭 ” 。 沈陽航空 航天大學(xué)北方 科技學(xué)院 本科畢業(yè)設(shè)計（ 外文翻譯 ） 4 “ 老字號 ” 如果始終沉湎于過去的輝煌，仍舊拖著原有的經(jīng)營模式和管理方法不放，必然會 “ 店老字黃 ” ，失去吸引力，被 “ 喜新厭舊 ” 的消費者拋棄，丟掉原有的市場。 （ 6） 確立核心競爭力 相比較那些新進入市場的企業(yè)來說，百年品牌本身就是一種競爭優(yōu)勢，但是如果這種競爭優(yōu)勢不能被合理運用，打造出核心競爭力，老字號百年的積累依然不能發(fā)揮作用，因此確立自己的核心競爭力對于老字號來說至關(guān)重要。 （ 3） 對消費者進行研究，提升產(chǎn)品檔次 細分市場 消費者是不斷變化的，因此， “ 老字號 ” 也需要對消費者進行研究，并針對自己產(chǎn)品的檔次 定位 ，進行準確的市場細分。經(jīng)過一番冷靜思考，經(jīng)營者認為，老字號不但不應(yīng)衰亡，而應(yīng)將其作為寶貴的財富，充分發(fā)揮自己的特色、商譽優(yōu)勢，在此基礎(chǔ)上創(chuàng)新，讓老字號這一無形 資產(chǎn) 煥發(fā)新的生機。s tourism and cultural integration “Old familiar” creative and cultural cities play an important role in the “old” because of its rich cultural connotation of the city brought overall positive effect, and bee a unique charm of tourism and cultural resources. Therefore the old culture in the city39。s “delicious dumplings” talks about the louder call. According to its management briefing, “Chu Liu Xiang” identified a market in Wuhan, dumplings, dumplings made on the specific input operation, by ensuring authentic materials, the technology on quality control, ensure the unique taste, for med its own core petence. (7) Expansion of information In fact, the old and famous are the envy of innate superiority, seniority and old, concerned about the high, just a little one “coaching”, it attracted media and public attention can be described as largely rebutted those claims. Therefore, with deep historical meaning to do something in the article to promote their brands, can cause consumers flock, Wuhan, Cai Lin in mind the last few years engaged in chain operations , will lead to Benbu media “carpet bombing” “Great out of the limelight for a while.” Old and famous generally lowkey publicity, only “Quanjude”,“Big Three” and a few more momentum and publicity. In fact, the “centuryold” brand value to “shop outsiders” coveted. (8) Chain of scientific development Franchising internationally known as the Third Commercial Revolution, it has the rapid expansion of the business, they do not need huge investment and so on. Longestablished chain of scientific development will be able to generate economies of scale. The industry believes that, for a change, take the chain expansion of the road is honored way. At present, Quan Ju De and Dong Lai Shun to take a chain of such longestablished forms from a pure state into a jointstock business. Quanjude, in wh