苏州老字号餐饮业的现状及发展研究—以得月楼为例[摘要] 品牌是企业的无形资产，是企业形象和经营管理能力的集中体现。品牌的生命力决定了企业的生命力。随着生活水平的提高，人们对产品的追求已不局限于产品功能本身，企业应通过品牌建设提高产品的附加价值以吸引更多的消费者。本文在品牌管理与品牌创新的理论基础上分析五芳斋的品牌经营管理模式，通过与国外餐饮连锁企业品牌经营策略的对比研究，探讨分析五芳斋在“老字号”品牌管理与品牌创新上的优势与不足，从品牌营销策略，品牌核心价值建设等方面提出改进措施，并以此给其他“老字号”企业提供借鉴。[关键字] 五芳斋 老字号 品牌管理 品牌创新[Abstract] The brand is the intangible assets of the Ienterprise, is the embodiment of enterprise image and the management ability. Brand vitality determines the vitality of enterprises. With the improvement of living standards, people's pursuit is not confined to the function of the product itself, the enterprise should through brand building in order to attract more consumers to increase the added value of products. Brand management model based on the theory of brand management and brand innovation analysis was on the floor, through the contrast research with foreign restaurant chain brand management strategy, analysis and discussion was on the floor in the "old" brand management and brand innovation advantages and disadvantages, from the brand marketing strategy, put forward the improvement measures the core value of the brand construction, and then to IIthe other "old" enterprises to provide reference.[keyword] Deyuelou, old brand, brand management, brand innovationIII前 言“老字号”,顾名思义,指的是历史悠久的商号、店号, 我国餐饮业中的中华老字号企业有着悠久的历史，它们的平均历史在 160 年以上，有些甚至更长。随着改革开放的深入，老字号品牌在竞争中节节败退、衰落甚至消亡。其原因主要是产品陈旧、品种单一、体制落后、品牌宣传滞后等。但与此同时，另一批老字号品牌却成功实现...
