外文翻译(中华老字号经营策略)(编辑修改稿)

外文翻译(中华老字号经营策略)(编辑修改稿)内容摘要：

hange their concepts, not only to look to stay on the product, consumers should know how to study the demand , especially consumer increasingly the more critical it is very important today. (4) Increase the intensity of anticounterfeiting and security, maintaining the brand The rampant fake corrosion is a mon enemy of old and new brands. Such as “Wang Mazi” three hundred years has been constantly counterfeiting, currently only around Beijing, there are hundreds of shops were quite deceived the public, downtown Beijing alone set up five authentic chain of stores, far from satisfied customers and business needs. The new brand, the situation is not much better, according to statistics on the market every day three thousand fake “eighteen children” tool trade, very hard to detect. Impact is a top priority, which need longestablished Ramp。 D capabilities in the lead up to strengthen the economic situation improved, thus enhancing the technical superiority, innovation and stop fake frequent. (5) Emphasis on brand value “Old familiar” brand itself is a huge intangible asset, so the advantages to be brought into full play. First of all, to strengthen the awareness of trademark registration, attention to the assessment of intangible assets, so that the quantitative value in applied gold standard. Or can be “honored” the naming rights for public auction sale, or paid a period of use, or to invest in intangible assets font size graft, so that “old” will display a new vitality. At the same time, brand strength is the strength of brand integration and petition font size. Own brand, does not mean a petitive strength. Only the brand or that only our ancestors left behind wellknown mercial size, but not the actual petitiveness of enterprises will eventually lose the brand. Old Brands need to constantly recharge and attach importance to building and enhancing brand value. Building brand value, brand 沈阳航空 航天大学北方 科技学院 本科毕业设计（ 外文翻译 ） 4 image and brand needs to make efforts on cultural meaning, so “old” need to look at the brand39。 s brand image in the minds of consumers and brand value, brand building to find out the current shortings, to improve it. (6) Establish core petencies Compared to those new panies entering the market for a hundred years the brand itself is a petitive advantage, petitive advantage, but if this can not be reasonably used, create core petence, a century39。 s accumulation of old and famous still can not play a role and therefore establish their core petence is crucial for the longestablished. Many years ago, the industry has been popular dumpling Wuhan Museum, but most are closed, Chu Liu Xiang Dumpling Restaurant39。 s “delicious dumplings” talks about the louder call. According to its management briefing, “Chu Liu Xiang” identified a market in Wuhan, dumplings, dumplings made on the specific input operation, by ensuring authentic materials, the technology on quality control, ensure the unique taste, for med。