老字号面临的最大挑战是怎样将老字号蕴含的品牌资产创造性地运用到现代市场上,吸引现代消费者,尤其是对老字号印象比较淡薄的中青年,赢得他们的喜欢。第一,要充分理解自己是谁,是一个300年前的老人,老态龙钟,步履蹒跚?还是有着老字号的品牌基因,全新延续,充满活力。 The biggest challenge facing the old name is how to make the brand equity contained in the old brand creatively applied to the modern market, to attract modern consumers, especially young and middle-aged who have a relatively weak impression on old brands and win their liking. First, we must fully understand who we are. We are a 300-year-old man, staggering, or a brand-new brand of genes that is renewed and energetic.