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本文从百年老字号“谢馥春”的经营理念以及经营模式入手,分析其在清末民初从一家小店成长为全国香粉业第一品牌的成功经验,以及在民国中期之后因为经营模式陈旧而走向衰落的失败教训,提出通过技术创新,提升品牌价值,探索一条顺应时代发展、发扬光大民族品牌之路;并给予其他老字号化妆品的保护发展以启迪作用。
This article starts with the business philosophy and business mode of “100 years old” “Xie Fuchun”, analyzes its successful experience of growing from a small shop into the first brand in the whole country in the late Qing Dynasty and the early Republic of China, and because the business model is obsolete after the middle of the Republic of China To the failure of the lesson of decline, proposed through technological innovation, enhance brand value, to explore a comply with the development of the times, carry forward the national brand of the road; and give protection and development of other old and famous cosmetics to inspire.