中国“老字号”企业的经营现状与发展前景

文章以对12个省/市的378位老字号企业管理人员的问卷调查资料为基础数据,描述和分析了老字号的经营现状(如竞争优势、存在的不足、最需改进的方面)和发展前景,认为在新一轮的激烈市场竞争中,老字号企业不但需要不断适应外部市场变化的全球化和本土化的双重压力,而且需要在企业内部将传统的与现代的两种优势相结合,将已有的与新生的两种竞争力相结合(简称双结合),以便具备核心能力。这种双结合的核心能力不仅可以使老字号企业拥有一定的竞争优势,而且可以让其优化企业价值链管理,持续增强企业市场竞争力。

Present Management Situation and Development Prospect of Time-honored Brand Enterprises in China

This article describes and analyzes present management situation （such as competitive superiorities, existing deficiencies and the aspects needing improvement the most etc.） and development prospect of ＇time-honored brands＇ based on the data of questionnaires for 378 enterprises＇ managerial personnel of ＇time-honored brands＇ from twelve provinces/municipalities. It is considered that in the new round of fierce market competition, the enterprises of ＇time-honored brands＇ not only need continuous adaptation to the pressures from both globalization and localization of the external markets, but also need to combine the two traditional and modern advantages inside the enterprises and in- tegrate the existing and newly-born competitive powers （called ＇ double combination＇ in short）, so as to form core abili- ty. This kind of core ability of the ＇ double combination＇ can not only cause the enterprises of ＇ time-honored brands＇ to possess certain competitive superiority, but also allow them to optimize management of enterprise value chains and continuously increase their market competitiveness.