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近年来,随着我国经济持续快速发展,本土品牌得到了长足发展,但在经济全球化的进程中,我国百年品牌与世界知名品牌仍存在一定差距。本文以商务部公布的首批“中华老字号”及二批“保护与促进的中华老字号名录”所认定的1129个“中华老字号”为依托,根据各品牌的发展历史以及创立时间等因素,筛选出中国大陆地区百年品牌434个。在对百年品牌的研究回顾基础之上,通过对我国百年品牌的历史因素及发展现状进行分析,总结我国百年品牌发展中存在的主要问题,并提出相关对策及建议。
In recent years, with the sustained and rapid development of China’s economy, local brands have achieved rapid development. However, in the process of economic globalization, there is still a certain gap between China’s century-old brands and world-famous brands. This article is based on the 1,129 “Chinese Time-Length Brands” identified by the first batch of “”China Timepieces“ and the second batch of ”China Time-honored Directory for Protection and Promotion," according to the development history and establishment of each brand. Time and other factors have filtered 434 brand names in mainland China. Based on the review of the brand research of the past 100 years, through analysis of the historical factors and development status of the brand in China for the past 100 years, the major problems in the brand development in China in the past century are summarized, and relevant countermeasures and suggestions are proposed.