在当今商业竞争越来越激烈的环境下,中华老字号普遍面临着生存危机。品牌激活是品牌可持续发展的重要战略,拯救中华老字号最实用的方法是进行品牌激活。激活中华老字号应从及时更新品牌定位、适时进行品牌延伸、合理运用多品牌策略、使用品牌合作、品牌连锁等方式进行品牌运作几方面着手,寻找相关对策。 In today’s increasingly competitive business environment, the old Chinese are generally faced with a crisis of survival. Brand activation is an important strategy for sustainable brand development. The most practical way to save the old Chinese brand is to activate the brand. Activation of the old China should be updated from time to time brand positioning, brand extension in a timely manner, the rational use of multi-brand strategy, the use of brand cooperation, brand chain and other ways to brand operation several aspects to find relevant countermeasures.