在日益显著的经济全球化趋势的背景下,市场竞争愈演愈烈,对于缺乏现代营销理念的传统老字号企业来说,品牌的创新就应该被提升到企业的战略层面,只有持续不断地对品牌进行创新,老字号企业才可以获得源源不绝的发展动力。为此,在研究老字号品牌发展中存在问题的基础上提出了品牌创新的策略。 Under the background of the increasingly obvious economic globalization, the market competition is fiercer and fiercer. For the traditional old-fashioned enterprises that lack the modern marketing idea, the brand innovation should be promoted to the strategic level of the enterprise. Only by continuously innovating the brand, The old company can get an endless stream of development momentum. Therefore, on the basis of studying the existing problems in the development of the old brand, this paper put forward the strategy of brand innovation.