2023中华老字号品牌研究-重塑关系-重构增长

!!"#$%!&'(!"#$!%&'!"#$%&'(!"&)*%+,-.%/(!"#++*0!+1*.!"#$%&'()!"#$%&'#()*"+$+,)-&.,%$-&,)/)%,!" "!"#$%!&'(!"#$%!"#$%&'()*!+,-./0123!"45678/09:;<=>)?!+,-.@ABCDEFGH #!"#$%!&'( $!"#$%!&'(!"#$%&'!"#$%&'()*+,-./01234567#$%89:;<=>?@ABCD.EFGHIJ?KJ?LMBNMOPQR.STUV!"#$%<:;@A?W9XY?Z[\]B^_`abcde=fgh?89ijklmn()<opqr.st^_uvwxy.z{|}~!"#$%ÄqrÅaÇÉÑdÖÉÑÜá/àâäã.H!"#$%Ä<!"#$%&'()%*+,-./012OQR.åçéè5n;êëíqr.|}Pì9?P89Üî<7ïjodñÉÑ/óòäãd!"#$%&'()*!"#$34567%&'()'*+,-./0/123!4#$89:;<=>*+,-.56789:;<=/0/3!>#$?@AB?@AB%CDEFGHIJKL/0/3!M#$CD,-*+,-.?@DNOPQJRS %!"#$%!&'(!"#$%&'()*+,-./01234567889:;<!"#$%!"#$%!"#$%&'()*+!"#$%&'#()*"+$+,)-&.,%$-& &!"#$%!&'(!"#$%&'()*+,-./,-01,23%&'()45,-6789:;<=,2>?#@ABC45DEFGHIJKLMN#OPQRSTU2VWXY6Z%&'[()\]^_`a2bcdefgh2ijklmfnopq6r2st()uvwxfyeK!"#$%&'()*+,-.-/0112 '!"#$%!&'(!"#$%&'()*+,-./01234567889:;<!"#$%!"#!"#$%&'(()*+,-./012345((6789:;<=>?@ABCDEFGHI((JKLM,-./0123#4567&!"#$%&'()*+,-./0123456789:;<=>?@A3B8CDEFG*+HIJKLMNO$PQRSTU%?@AVWXYZ[\]8^_J`a;bc$%<Pdef8ghR[%0123456789:;<=>J<?@AiT!jk%lm2noGYpqrstuvwdkx?@A8yz{|HI%}~ÄÅZÇÉÑR[?@AÖ)Üáàâ8äãRå%çéÅYèwÖ)<êëíì8î)ïñkóòô8ööõñG99úùJak%ûü†°85¢]_;£012?@0ABC§;%4lm•¶vFß®©™%VÄà ́% ̈≠rÆØr∞±∞≤r≥¥rμ∂r∑∏π∫PªyzºΩæ!ø$%¿m¡¬√ƒ™≈∆<&'«Ñ»...Rk% À ́ÃÕXŒœ8-.h–J—“%kx?@Aóòô8”:õñ%DEFGHIJ@0ABKLIMNOPQRSGHTUVWXYZ[@\ABJ!"%π∫yz‘’a÷◊8(yrÿŸ8⁄¤‹›fi8Cfl%‡·Y&'‚8„‰‹CÂJÊÁ%ËÈZÇ8íÍrÎÏÌÓ8Ô (!"#$%!&'(!"#$%&'()*+,-./01234567889:;<!"#$%ë‹&'‚Ò8íì%012GH56<]MD^7_S`abcdefgKhYijMXkllmnJ67Ö)ÚÛ-.õñ%Ùıˆ ̃ ̄Ñ ̆ ̇ ̊=>ù ̧ ̋ ̨J§πöˇ!"8-.%. ̄#é%$%©&J'Ö)%V;() ̄*+8!j%,-ä./<◊08ƒ1%25¢.34#é5_%67859:Äè;<JÁ?@Aóòô8õñ=Ôi>%?2@ABC[#85_%ç2Dà ́8úù%=E/<FGHI%JÒ&KL8MNOP%QRSTUVT%WUVWXJ—“Jop012SqrKDstuE@vwxyz{AKL|}~ÄÅKEUÇÉÑyÖÜá@àâäãAJ<“YZ[%lm[\Y]^_`%–abZcrdcrí ̆Gü ̆uw©™â ́kx?@A8àâFe%f<Xó2g–Û?@Ah)8û ̇‚rb)‚r*+‚ij5¢&KL8klmnJo2pÃqr8}st%/<éuv%w.*S,xyzr,x{DX2È=X|}8~J&KL*+8Ä5ÅÇÉÑ<Û%¿.Ö2Üáà6∫âK8räò8r?Wãå8çé"%bSDG?X8k©mnkèêÃ#%%=Ôsë8HI%9D=>KlíHJlmıìîC%op012S3456KwåDItçSé_KLIUÇèSêëJïÈñva%óòôäÅDöõJ?@AÖ)úùÃû2ñ&K%JôD8üELmn%<“Rv%íìTUKíîïJ )!"#$%!&'(!"#$%&'()*+,-./01234567889:;<!"#$%()Foreword lmêå5¢†ó°28i>wí8ZÇ%D8⁄¢ä£§ ́%D8()䣕W% ̇ ̊¶...ß®i>%Ñ ̆©™?ê ́ ̈Jû28ñé"rñ&Kz<≠Dé"5ÆÆv!Ø∞±%kx?@AÖ)ç≤∞QRv<πÏZÇ≥íRk%û@¥MG9μJ∂ó)%op012GHäñóòFôÇöõúùûü`a†°¢K3£x§•¶ßÖ®ây©%∑2}∏8@Aπì∫ªJKLMMº$îΩ6<FPæh/øS¿T?@AHjXÙı%kx?@AVΩ¡¶FòiT8D¬jJLMLL$%√bƒ≈`∆<«8»...ö ÀkŒÃS™ ́ ̈≠ÆØ34X%X?@A8{DàâÕŒYù ̧OˆJ/<kxœ–—öiT8DU1v%,x“”gh?@Ayz8πì‘’%;85÷?@Aû ̇‚rb)‚r*+‚8◊ÿŸ_JÊÁ%=ö8úù;%kx?@Aóòô8Üá⁄¤‹Ê›fiJLMLfl$‡·îΩ6‚D„ÙCD‰Â%∞±±≤âù∞±≥≥â¥μ∂åS≥≥∞∑∏op012GHoKππ∏GH∫sªº4wΩqæ%ÊÃkx?@AyzÁËJ?@Ayz8{DàâÈ<ÍÎJò*êëíì8î)ïñ%?@AÖ)ÏÌÓ7ÔIU#%ÒΩû!Z8rÚÜ8û ̇OÛ‹ ̇ ̊kÙ%àâD8&K%E*úù%2=fi8O"oG ́Çî)ÌÓGıIJXY=fivgh?@Ayz{Dàâ8*+HI%&'()*+,-./01ˆ ̃ ̄2Ù ̆8O"% ̇{Y5¢h ̊=Dr/Z !*!"#$%!&'(!"#$%&'()*+,-./01234567889:;<!"#$%◊ ̧8S012ø#¿#¡¬√X ̋Jbkx?@Ayz ̨ ̆r$ˇ!"rt#7$r>)%Lr<v◊¬r ̇&'(ryz)*uOò=>YFò8CD+≈% ,7-*+!-+[W.%•W/LMLfl$kx?@Ayz^_`0Jlm12%3!* ́ákx?@Ayz8&KL45%.Ö•6?@AÖ)pÃ∑7qr88k%9DíHKê8àâ'(%æàB9[5¢Sø$ö:X8{DklJ] À◊7X;¢<=>>Uǃßù≈∆«^ù∫»... %ó?@Aº%¡¬_ùÀÃ_ùõÕ_8O"BCD ́J•ƒß=>£«ú*EO„ÙCD=>w©™7-FG%&KD ́kx?@Ayz8àâ ́'S;HIXJKLMNOLPKQJ•«^=>£ ̄2ã ̆rãLÃRO"%†Skx?@AyzçT(rB&T(8U ̆GÜ™% * ́V=>F—%7-aû—‹WX%4Y?@AyzSXHIXJKLMOLZQJ•... =>£lm,!ı*+7-G/[û0%iÃkx?@Ayzyz{D8\]kÙ‹H]OÛ%^S[5_;HIJKLMNN`MaKQXJ?@AiT;B9πìâbrπìKCù ̧¡B9ú8]_J?@AÖ)8{Dàâ%çcde5Ö)rfgh¤"85iR–%úZÇoG‚◊jö:J?@AyzCD8EFFGG&KL*+%çä;XYkl!"%Á;XYJôD8OÛ%mnopπŒ8SqrZÇXJ!"#$%&'()*+,-./012345567899:;<7=>>=<;?974@@59ABC4D<E6F<EGHI?JKL5MNOKJM<PQ !!!"#$%!&'(!"#$%&'()*+,-./01234567889:;<!"#$%*+CONTENTS 234565•xXSkx?@AX•kx?@Açã®sNtNº789:((;<=>?@ABCDBEFGHI•kx?@Auyz ̨ ̆v•kx?@Au{wZcv•kx?@Au$ˇ!"v•kx?@Aut#7$v•kx?@Auxyz ̇v•kx?@Auø$yzv•kx?@Au>)%Lv•kx?@Au<v◊¬v•kx?@AuvÎÖ)v•kx?@Au{|7$vN}LMLNLLL~LºLOfl~flºflO !"!"#$%!&'(!"#$%&'()*+,-./01234567889:;<!"#$%*+CONTENTS tLtflt~ttt‡•kx?@Au ̇&'(v•kx?@Au ̨@ ̋v•kx?@Auyz)*v•kx?@Au&K45aÄv•kx?@AuÅÎR‚v~fl~~~º~}tM7J9:((KLMN?BEFGHDOPKLI•kx?@AuçT(v❑kx?@Auç ̨ ̆v❑kx?@AuçÇÉv❑kx?@Au:ÑÖÜv❑kx?@Auyáàåv❑kx?@Auâ5iäv•kx?@AuB&T(v❑kx?@AuyzÇfiv❑kx?@AuãåÇçv❑kx?@Au&'>XvtOºMºL !#!"#$%!&'(!"#$%&'()*+,-./01234567889:;<!"#$%*+CONTENTS ‡M‡L‡fl‡OOflOºOººflºtº‡}M❑ND) ̄NND¤é❑ND) ̄NNDúù•kx?@Aèêëê ̨íì7Q9:((RSTU?BEFGHDVWXYI•kx?@A=¶yz{D8àâD) ̄❑kx?@AuyzB&v❑Nkx?@AuÏZÇfiv❑Nkx?@AuyzT(v≈î⦿SïX8ñí⦿SóX8òô⦿SÏX8öÜ❑ND) ̄NNDŸ_NNNN⦿9μB&N9"-.Z[\C]^_`ab !$!"#$%!&'(!"#$%&'()*+,-./01234567889:;<!"#$%!"!"#$%&'() !%!"#$%!&'(!"#$%&'()*+,-./01234567889:;<!"#$%$%&'()*+,-./01234567829:;<=52>?@ABC2DEFGHI2JKLMNO2PQRSTUVEWX'(2YZ[\] !&!"#$%!&'(!"#$%&'()*+,-./01234567889:;<!"#$%!"#$%zôöõúùûü†°¢.£§§£•Sú°¶£ß®®©â!"#$%d™®®ß•?™®££• ́ ̈†á≠ÆØ.∞±Ü≤≥¶0££™¥â!"#$%Äd™®™μ•£∂. ́ ̈†O∑†∏πt:∫~!"#$%ªºîcΩ6æøÅ.f¿!"#$%¡?¿!"#$%89¡¬√ƒ≈<∆Ö«»...0 ÀÃÕ.Œf!"#$%œ–—“?”‘’:;—“?89÷6BîÀ—“?Ä◊ÿBŸ⁄“¤‹0›fi?ƒfl<‡·d!"#$%&'()*+^$%&'(_`abcyz{wZc<tM$JõQ%v ̋]2kxœ–◊ú‹ùŒ8v#πì◊¬òˆûœÜ≈ijûü)*rπì)*Õƒ8(yr⁄¤h†Ω<ó%>)h6#@]2ÇÀLr•6L‹Â°L%·Ås¢8£Äçÿ‹§fl!"#$%&'()*+,-./01234$5678790,:;<=>?@ABCD !'!"#$%!&'(!"#$%&'()*+,-./01234567889:;<!"#$%^$%&'(de_`abc<ó%>)h6#@ÕŒœ–—“k<kxïœ◊‹Pñ@‹Û|w‹Û∑2Gkx?@A35g8@A%hGkx?@A35g8•.î®8ó2¶hß2¶ ́°®©™ï•.î® ́2¶%âbB&Œ ̈ ́≤Ó]« ̇)Ω”‘’÷◊±âÿŸ⁄¤Ö% ́«úòˆûœÜ≈ijîyh†Ωû ̇'(›fi% ́]2œ–S•≠‘56sk]2≠ı ́ÇúÒ8Ö)ÆFé"%<|:r*àrH¤r⁄¢rØnr(yr†Ω‹û ̇F∞r ̇ ̊¶...r±Fé"uOò]≤œ–S34sk°<û ̇≥üÁËh›9¥ÛöCÁμk !(!"#$%!&'(!"#$%&'()*+,-