“老字号”是中国商业和文化发展史上的耀眼奇葩。然而,据不久前中华全国商业信息中心对全国各地近2000家老字号企业的调查表明,生产经营有一定规模、效益好的仅占10%;几十年来保持原状的占70%;长期亏损,面临倒闭、破产的占20%[1]。这不得不让人疑问,作为一个金字招牌,老字号究 Old Faith is a dazzling work in the history of China’s commercial and cultural development. However, according to a survey conducted recently by the All-China Business Information Center on nearly 2,000 old and time-honored enterprises across the country, only 10% of the country’s production and operation have a good scale with good returns, 70% have remained unchanged for decades, long-term losses and facing Bankruptcy, bankruptcy accounted for 20% [1]. This had no doubt that, as a gold signature, old study