【摘要】在如今竞争已进入白热化阶段的市场中，“中华老字号”作为游走在传统与现代之间的特殊群体正面临着被市场经济淘汰的危险，大部分的企业都陷入困境之中，只有少数企业能继续生存。究其原因主要是残缺的管理制度、落后的企业体制和陈旧的经营意识阻碍其发展步伐。为从根本上解决这些固有的弊端，“中华老字号”应以市场为导向，在管理策略、经营观念、企业体制及生产技术方面进行新一轮的创新，只有这样，才能使“中华老字号”长盛不衰。

【关键词】中华老字号  现状  制约因素  新生之路

【Abstract】Now the market competition has turned into an intense stage, as a special community that is moving between the tradition and modern, China’s Time-honored Brand is facing the danger of elimination in the market-oriented economy. Most of the enterprises fell into a difficult situation, only a few enterprises survived. The mainly reasons are the incomplete management system, the backward enterprise system and the outmoded management consciousness, which hindered the development of the enterprises. In order to solve the inherent drawbacks fundamentally, China’s Time-honored Brand should innovate on the management strategy, the business concept, the enterprise system and the technology of manufacture by taking the market as the guidance. Only in this way, China’s Time-honored Brand would be prosperous for ever.

【Keywords】China’s Time-honored Brand  present condition  restrictive factors  new way

　　“中华老字号”过去的成功源于其产品比竞争者能更好地满足消费者的需求，但能适应历史并不代表能适应未来。历史悠久的瑞士钟表公司一直奉行着这样一句口号：唯一不变的是我们一直在变。为了能在今后的竞争中脱颖而出，“中华老字号”战略的制定，决策的实施必须始终从一个“变”字出发，重新分析企业内外部环境及所面临的机遇与挑战，在固守经营特色的同时，围绕着“满足消费者需求”这一中心，重新为企业进行市场定位，不断地更新企业的发展战略，建立灵活的企业体制，完善的管理机制，引进充足的创新型人才，为企业发展策略的执行提供有力的保障。总而言之，抓住市场，把握机遇，善于创新，一切从顾客的需求出发，把传统产业与科学管理相结合，传统文化与现代理念相结合，传统产品与高新技术相结合，是“中华老字号”重获新生的必胜方法。