中华文明源远流长,中国商业文踞发展也有悠久的历史。近代不少民族企业经历了百年沉浮,最终在商海的大浪淘沙下坚韧地生存下来,其生产的产品承载了厚重的文化底蕴,其商业品牌形成了驰名中外的“老字号”品牌,有着坚实的消费群体及群众认可基础。然而在市场化、信息化发展的今天,许多“老字号”企业在迎来发展机遇的同时也面临着严峻的困难与挑战。“老字号”企业要在经济全球化的时代下获得长足的发展,就要改变原来陈旧的营销理念,制定创新性的现代化营销管理策略和方法。 Chinese civilization has a long history and has a long history in the development of Chinese business. In the modern era, many ethnic enterprises experienced a century-long ups and downs and eventually survived toughly under the ebb and flow of the commercial sea. The products they produce carry heavy cultural details and their commercial brands have become well-known brand names both at home and abroad. They have a solid Consumer groups and the masses recognized basis. However, with the development of marketization and information technology, many “old-timed” enterprises are faced with severe difficulties and challenges as they embrace development opportunities. “Old-fashioned ” enterprises in the era of economic globalization to obtain considerable development, it is necessary to change the old outdated marketing idea, develop innovative modern marketing management strategies and methods.