老字号作为中华传统商业的代表,其文化中包含着丰富的中华民族优秀传统文化底蕴,我们要继承和弘扬好这种文化内涵,不断提升老字号企业的生产力和竞争力。“守”与“变”的关系老字号企业要守住其文化中所蕴涵的优秀传统,改变不适应时代发展的短板。守住创新文化。总结大部分老字号企业的发展经验,它们得以长盛不衰的关键是他们都有一个或者多个自主开发的传统技艺。如北京便宜坊烤鸭的传统 As the representative of traditional Chinese commerce, the old and famous brand contains rich traditional Chinese and Chinese cultural heritage. We must inherit and carry forward this cultural connotation to continuously improve the productivity and competitiveness of the old and famous enterprises. “Shou ” and “change ” relationship The old and famous enterprises to hold its culture contained in the tradition of excellence, change not suited to the development of the short board. Hold on to a culture of innovation. To sum up the development experience of most of the old companies, the key to their long-standing growth is that they all have one or more traditional skills developed independently. Such as Beijing cheap Square roast duck tradition