2023中华老字号品牌研究-重塑关系-重构增长
!"#$ !%&' !"#$%&'() CH#$%T#()*H+$+R)-BR%$-R)/)%RCH REB++*0R+1*H REB$%&DRE&)*%+NSH%/ !"#$% Q"#$%&0()*Q+,-./0123Q"45678/09:;<=>)?Q+,-.@ABCD EFGH 2!"#$!&'( 3!"#$!&'( !"$%&' !"#$%&'()*+,-./01234567#$%89:;<= >?@AfiCD.EFGHIJ?KJ?LMfiNMOPQR.çTUV !"#$%<:;@A?W9XY?Z[\]fi^_`abcd e=fgh?89ijlmfl()<opr.st^_uvwxy.z[|]~!"#$%kÄrÅaÇÉęd ÖÉęÜá/àâäã.H!"#$%kÄ<!"#$%&'()%*+, -./012OQR.åçéè5fl;êëír.|]Pì9?P89Üî<7ïjodflÉę/óòäãd !"$%&'()* ø>#$?@AB ?@AB%CDEFGHI”KL /0/3 ø"#$ 3567 %&'()'*+,-ª /0/123 ø4#$ 89:;<=> *+,-ª5678fi:;<= /0/3 øM#$ CD,- *+,-ª?@DNOPQ” RS $!"#$!&'( !"#$%&'()*+-ø/0123567889:;<!"#$% 5!"#$!&'( !#$% !"#$%&'()*+ CHl$%Tl()*H+$+R)-BR%$- !Q#$%&'()*+,-./,-01,23% &'()45,-6789:;<=,2>?#@ABC45DEFGHIJKLMN#OPQRST U2VWfiY6Z%&'[()\]^_`a2bcdefgh2ijklmfnopq6r2st()uvwxfyeK !"#$%&'()*+, -0-/0112 !"# !i#$%&')*+ ,-./0123456789:;< =>?@ABCDEFGHIÇKLM A-./0123#4567& !"fl$%&'()+,-./0123456789:;<= >?@A3B8CDEFfi+HIJKLMNO$PQRSTU%? @AVWfiYZ[\]8^_J`a;bc$%<Pdef8ghR[%0123456789:;<=>J <?@AiT!jk%lm2nofiYpqrstuvwdkx?@A8yz[|HI%]~AÄÅZÇÉXR[?@AÖ)ÜáQ â8äãRå%çéÅYèwÖ)<êëęì8î)ïñkóòô8ööõñfi99úùJ ak%ûü†°85¢]_;£012?@0”BC§;%4lm •¶vFß®©™%VÄQ´%¨ÏrÆØr\±\2rò¥rµ ~rLVÈ7PƒyzºÅæ!ø$%¿m¡¬;ƒ™™„<&'«X»…Rk% À´ÃÕfiŒœ8-.hfiJ—fl%kx?@Aóòô8”:õñ%DEFGHIę@0”BKLIfiNOPQRSGHTUVWXYZ[@\”BJ !"%È7yz‘’a¥8(yrÿŸ8⁄¤‹›fi8Cfl%‡ ·Y&'‚8„‰‹CÂJÊJ%ËÈZÇ8ęÍrÎÏÌÓ8Ô ë‹&'‚ˆÒ8ęì%012GH56<]fiD^7_S`abcdefgKhYijfiXfillmnJ67Ö)ÚÛ-.õñ%flıˆ˜¯X˘˙˚=>ù¸˝˛J§Èöˇ!"8-.%.¯#é%$%©&J 'Ö)%V;()¯*+8!j%-ä./<¥08ƒ1%25 ¢.34#é5_%67859:Äè;<J J?@Aóòô8õñ=Ôi>%?2@ABC[#85_%ç2Dô8úù%=E/<çGHI%JÒ&KL8MNOP%QRSTUVT%WUVW”J—flJop012SqrKDstE @vwxyz[”KL|]~ÔÄÅKEUÇÉÑyÖÜá@àâäã”J <flYZ[%lm[\Y]^_`%fiabZcrdcrę˘fiü ˘uw©™â´kx?@A8Qâçe%f<fió2gfiÛ?@Ah)8û˙‚rb)‚r+‚ij5¢&KL8klmnJo2pÃr8]st%/<éęv%w.*Sxyzrx[D”2È=fi|]8~√J &KL+8Ä5ÅÇÉÑ<Û%¿.Ö2Üáà67âK8rä ò8r?Wãå8ç√é"%bSDfi?”8k©mnkèêÃ#%%=Ôsë8HI%9D=>KlíHJ lmıìîC%op012S3456KwåDItçSé_KLIUÇèSêëJïÈñva%óòôäÅDöõJ?@AÖ)ˆúùÃû2ñ&K%JôD8üELmn%<flRv%íìTUKíîïÔJ Foreword () lmêå5¢†ó°28i>wę8ZÇ%D8⁄¢ä£§´%D 8()䣕W%˙˚¶…ß®i>%X˘©™?ê´¨Jû28ñé"rñ&Kz<⁄Dé"5ÆÆv!ر±%kx?@AÖ)çí\QRv<ÈÏZÇkęRk%û@¥Mfi9µJ /ó)√%op012GHäñóòFôÇöõúùûü`a†° ¢K3£x§•¶ßÖ®ây©%É2]N8@AåìoªJKLMMº$îF6<çPæh/øS¿T?@AHj”flı%kx?@AVÅ¡¶çòiT8D¬jJLMLL$%(bƒy`‡<«8»…ö ękŒÃS™´¨óÆØ34”%fi?@A8[DQâÕŒYù¸OˆJ/<kxœ–—öiT8DU1v%x“”gh?@Ayz8åì‘’%;85÷?@Aû˙‚rb)‚r+‚8>ÿŸ_J ÊJ%=ö8úù;%kx?@Aóòô8Üá⁄¤‹Ê›fiJLMLfl$‡·îF6‚D„flCD‰Â%2±±&âù2±11⥵ŸåS112(Bop012GHoK55BGH¶sªº4w·qæ%ÊÃkx?@AyzÁËJ?@Ayz8[DQâÈ<ÍÎJ ò*êëęì8î)ïñ%?@AÖ)ÏÌÓ7ÔIU#%àÒÅû!Z8rÚÜ8û˙OÛ‹˙˚kÙ%QâD8&K%E*úù%2=fi8O"ofi´Çî)ÌÓfiıIJ fiY=fivgh?@Ayz[DQâ8+HI%&'()+, -./01ˆ˜¯2fl˘8O"%˙[Y5¢h˚=Dr/Z >¸8S012ø#¿#¡å”˝Jbkx?@Ayz˛˘r$ˇ!"rt#7$r>)%Lr<v¥¬r˙&'(ryz)*uOò =>Yçò8CD+y% ,7-+!-+[W.%•W/LMLfl $kx?@Ayz^_`0Jlm12%3!*´ákx?@Ayz8&KL45%.Ö•6?@AÖ)pÃÉ7r88k%9D íHKê8Qâ'(%æQB9[5¢Sø$ö:”8[DklJ ] ę>7fi;¢<=>>Uǃßù›I«^ù¶»… %ó?@Aº%¡_ùÀÃ_ùõÕ_8O"BCD´J •ƒß=>£«ú*EO„flCD=>w©™7-FG%&KD´kx?@Ayz8Qâ´'S;HI”JKLMOLPKQJ •«^=>£¯2ã˘rãLÃRO"%†Skx?@Ayzç√ T(rB&T(8U˘fiÜ™% *´V=>F—%7-aû— ‹WX%4Y?@AyzSfiHI”JKLMOLZQJ •… =>£lm,!ı+7-fi/[û0%iÃkx?@Ayzyz[D8\]kÙ‹H]OÛ%S[5_;HIJKLM `MaKQ”J ?@AiT;B9åìâbråìKCù¸¡B9ú8]_J?@AÖ)8[DQâ%çcde5Ö)rfgh¤"85iRfi%ˆúZÇofi‚>jö:J?@AyzCD8EFFGfi&KL +%çä;fiYkl!"%J;fiYJôD8OÛ%mnopåŒ 8SqrZÇ”J !"#$&'()*+ę-./012 CONTENTS *+ 23 45 65 •xfiSkx?@A” •kx?@Açã®s 789:;<=>?@ABCDBEFGH” •kx?@Auyz˛˘v •kx?@Au[wZcv •kx?@Au$ˇ!"v •kx?@Aut#7$v •kx?@Auxyz˙v •kx?@Auø$yzv •kx?@Au>)%Lv •kx?@Au<v¥¬v •kx?@AuvÎÖ)v NtNº N]LMLNLL L~LºLO fl~flº •kx?@Au[|7$vflO CONTENTS *+ •kx?@Au˙&'(v •kx?@Au˛@˝pv •kx?@Auyz)*v •kx?@Au&K45aÄv •kx?@AuÅÎR‚v ~fl ~~ ~º ~]tM 7J9:KLMN?BEFGHDOPKL” •kx?@Auç√T(v ❑kx?@Auç√˛˘v ❑kx?@Auç√ÇÉv ❑kx?@Au:ÑŠÜv ❑kx?@Auyáàåv ❑kx?@Auâ5iäv tLtflt~ttt‡ •kx?@AuB&T(v ❑kx?@AuyzÇfivtO ❑kx?@AuãåÇçvºM ❑kx?@Au&'>fivºL CONTENTS *+ ❑kx?@AuyzB&v ❑kx?@AuÏZÇfiv ❑kx?@AuyzT(vyî 7Q9:RSTffi?BEFGHDVWXY” •kx?@A=¶yz[D8QâD)¯ ❑D)¯D¤é ❑D)¯Dúù ◉Sï”8ñę ◉Só”8òô ◉SÏ”8öÜ ❑D)¯DŸ_ ◉9µB&9"-. Z[\C] •kx?@Aè1ë1˛ì ^_`ab ºflºtº‡ ‡M ‡L ‡fl ‡OOflOºOº ]M !ę !"#$%&'() !"#$%&'()*+- ø/0123567889:;<!"#$% $%&'()*+,-./01234567829:;<52>?@ABC2DEFGHI2JKLMNO2PQ RSTUVEWX'(2YZ[\] !"#$%&'()*+ !"#$%zôöõúùûü†ƒ¢.£§§£•çúƒ¶£ß®®©â!"#$%d ™®®ß•?™®££•´¨†á5ÆØ.H±ÜÎ̶0££™¥â!"#$%kÄd ™®™µ•£∞.´¨†O&†˙‚t:Ö~!"#$%ªºîc÷6æøÅ.f ¿!"#$%¡?¿!"#$%89¡¬ëƒu<sÖ«»…0 ÀÃÕ.Œ f!"#$%œ–—fi?”‘’:;—fi?89÷6fiîÀ—fi?kÄtÿfiŸ⁄fi¤‹0›fi?ƒfl<‡·d ^$%&'(_`abc yz[wZc <tM$JęQ %v˝ ]2kxœ– ¥ú‹ùŒ8v#å쥬 òˆûœÜ™ ijûü) *råì)* Õƒ8(yr ⁄¤h†F <ó%>)h6#@]2Ç ÀLr•6L ‹Â°L%· Ås¢8£Ä çÿ‹§fl !#$D&'()*+19./01234$”6787901:;<=>?@ABCD ‹ÛÉ2fikx?@A35g8@A%hfikx?@A35g8•.î ®8ó2¶hß2 ¶´°®©™ï• .î®Ç2¶%â bB&Œ¨´íÓ ] «˙)F”‘’÷3±âÿŸ⁄ ¤Ö%´«úòˆûœÜ™ijîyh†F ]2¬ı´ÇúÒ8Ö)ÆFé"%<|:rQrH ¤r⁄¢rØnr(yr†F‹û˙FÜr˙˚¶…r±Fé"uOò]tœ–S34sfi û˙'(›fi%´ ]2œ–S•ó‘56sfi ^$%&'(de_`abc <kxïœ>‹Pñ@‹Û|w <ó%>)h6#@ÕŒœ–—Dfi °<û˙ÉüÁËh›9¥ÛöCÁµk () %&#$ *+$,#$%&'() EWfg BEFGHOPcdefghijklminopqBEFGHrstuvwxyBEFGHOPtuz[| DkPWwø¯%lP⁄çã8kx ?@Ayz˛˘…1&±±±B%ÅN]]M $ƒ[NM¬|«JLMMº$rLMNN$îF6»ô[Q/BÛ/øS¿T?@AHj”83√0r/BÛ=5_'fikx?@A… fiÀ=HI83 √0%y:¨ãY112(Bkx?@AyzJ LMLfl$%figh?@Ayz[DQâ%îF6råì‹ÃÕ6rÎÏ π±yGrå≤Gr√›(¶G† /kx?@A°[[±F\Û0* Å2kx?@A=>i”JLMLfl$ ‡·flNQîF6Q$8i”!-„‰Â%ttdÖ)°.3!í”%ÊÃkx?@AÁËJ º¡∫†%‹›fiflop012‡a1±5·‚ùop012GH1±„3BJ3 æDkPWwø¯%yz˛˘¿¡Y ]fl¬JJaNQ aNŒkx?@Ayz˛˘ęì 1)!"#
