中华老字号与国际品牌的比较研究

我国加入WTO后，“中华老字号”作为承载着浓厚中华民族文化的一种商业形态，受到了许多西方国际品牌的冲击。本文试图通过大量的实证分析来阐明“中华老字号”与西方国际品牌发展现状的差距，并用比较的方法进行两者文化、体制、产品创新、生产技术、服务、品牌建设六方面差异的分析。笔者认为中华老字号应该在观念、体制、经营、产品、技术、服务、品牌传播手段、品牌保护手段八方面进行创新，以创新求发展，从而全面振兴中华老字号。

A Comparative Study on Chinese Time-honored Brands and International Brands

Since China joined the WTO, Chinese time-honored brands as a commercial carrier of profound Chinese culture, have been lashed by international brands. Based on an empirical analysis, the paper elaborates the gap between the development of Chinese time-honored brands and international brands form the aspects of culture, system, product innovation, manufacturing technology, service and hrand construction. The author holds that the innovation must be done from changes in notion, mechanism, management, product, technology, service, propaganda channel, protection means.