大多数老字号失去了市场强者地位,品牌价值被架空,良好的品牌信誉已经不是老字号的显著特征,挖掘并保存老字号身上普遍存在的文化价值是当前政府保护老字号工作的首要任务。老字号是重要的文化遗产,其对我国传统商业文化繁荣的见证价值,对我国固有企业文化的研究价值,对我国企业和社会民众的教育价值,值得我们深入剖析。 Most of the old brands have lost their place in the market, the brand value has been left blank, and good brand reputation has not become a prominent feature of the old brand. It is the top priority of the government to protect the old and famous work of values ​​and preservation of old and famous cultural values. The old name is an important cultural heritage. Its value of witnessing the prosperity of traditional business culture in our country, the research value of our country’s inherent corporate culture, and the educational value to our country’s enterprises and the general public deserve our in-depth analysis.