随着经济的发展,环境在变化,品牌之间的竞争也变得越来越激烈,有着悠久历史和深厚文化底蕴的老字号品牌由于缺乏创新,受到严重的冲击,衰败现象十分严重。如何提高老字号企业品牌竞争力,塑造品牌形象,维持品牌持续发展成了急需解决的问题。本文在研究品牌竞争力内涵的基础上,分析了中华老字号品牌竞争力的优劣势,并从品牌创新、品牌定位、品牌形象、品牌传播四个方面提出了相应的策略。 With the economic development, the environment is changing and the competition among brands becomes more and more fierce. The old brand with a long history and profound cultural background is seriously hit by the lack of innovation and the decline is very serious. How to improve the brand competitiveness of old brands, shape the brand image and maintain the sustainable development of the brand have become urgent problems to be solved. On the basis of studying the connotation of brand competitiveness, this paper analyzes the advantages and disadvantages of the old brand competitiveness of China, and puts forward the corresponding strategies from four aspects: brand innovation, brand positioning, brand image and brand communication.