[国内老字号]借鉴一下苏锡地区的老字号发展
<p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 18pt; LINE-HEIGHT: 12pt; mso-char-indent-count: 2.0; mso-char-indent-size: 9.0pt;"><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt;">中国的“老字号”</span><span lang="EN-US" style="FONT-SIZE: 9pt; mso-bidi-font-size: 10.5pt;"><font face="Times New Roman">70%</font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt;">处于自生自灭状态，</span><span lang="EN-US" style="FONT-SIZE: 9pt; mso-bidi-font-size: 10.5pt;"><font face="Times New Roman">20%</font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt;">能够维持，只有</span><span lang="EN-US" style="FONT-SIZE: 9pt; mso-bidi-font-size: 10.5pt;"><font face="Times New Roman">10%</font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt;">蓬勃发展。但苏州、无锡的</span><span lang="EN-US" style="FONT-SIZE: 9pt; mso-bidi-font-size: 10.5pt;"><font face="Times New Roman">“</font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt;">老字号</span><span lang="EN-US" style="FONT-SIZE: 9pt; mso-bidi-font-size: 10.5pt;"><font face="Times New Roman">”</font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt;">恰恰相反，</span><span lang="EN-US" style="FONT-SIZE: 9pt; mso-bidi-font-size: 10.5pt;"><font face="Times New Roman">70%</font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt;">活得很滋润，正迎来生机勃勃的</span><span lang="EN-US" style="FONT-SIZE: 9pt; mso-bidi-font-size: 10.5pt;"><font face="Times New Roman">“</font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt;">春天</span><span lang="EN-US" style="FONT-SIZE: 9pt; mso-bidi-font-size: 10.5pt;"><font face="Times New Roman">”</font></span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt;">。</span><font face="Times New Roman"><span style="FONT-SIZE: 9pt; mso-bidi-font-size: 10.5pt;"></span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt;"><p></p></span></font></p><p style="LINE-HEIGHT: 12pt;"><span style="FONT-SIZE: 9pt; mso-bidi-font-size: 10.5pt;"><font face="宋体"> 通过苏州、无锡等地区对“老字号”方式方法表明，只要解决好“请进来”与“走出去”问题，“老字号”的金字招牌一定能够越擦越亮。<span lang="EN-US">
<p></p></span></font></span></p><p style="LINE-HEIGHT: 12pt;"><span style="FONT-SIZE: 9pt; mso-bidi-font-size: 10.5pt;"><font face="宋体"> “请进来”就是要做好“老字号”的原址保护。“老字号”让位城市规划，这几乎是全国各地遇到的共同难题，拆迁给“老字号”带来的打击是致命的。用无锡“王兴记”董事长兼总经理薛强的话来说，“老字号”绝不仅仅是一块金字招牌，拆迁对它来说可谓伤筋动骨，搞不好就会大伤元气。<span lang="EN-US">
<p></p></span></font></span></p><p style="LINE-HEIGHT: 12pt;"><span style="FONT-SIZE: 9pt; mso-bidi-font-size: 10.5pt;"><font face="宋体"> 尽量不推倒“老字号”，在寸土寸金的商业宝地给其更多的空间！苏州市的做法对“老字号”发展无疑是极大的支持。据苏州市贸易局局长谢锡良介绍，苏州一直十分重视对“老字号”的保护，在进行城市规划，特别是在规划商贸区域、专业特色街时，把“老字号”作为骨干力量加以考虑；苏州的<span lang="EN-US">41家“中华老字号”中，有28家总店都设在寸土寸金的观前街，每年这里涌来的大量旅游人口，成为“老字号”源源不断的客流。无锡“王兴记”在城市改造的过程中搬离了崇安寺，但在无锡市政府的大力支持下，“王兴记”以优惠的价格在崇安寺购得地皮，在去年7月重新又“杀”了回去。 <p></p></span></font></span></p><p style="LINE-HEIGHT: 12pt;"><span style="FONT-SIZE: 9pt; mso-bidi-font-size: 10.5pt;"><font face="宋体"> “走出去”则是通过现代连锁方式走向全国甚至国外，不断拓展生存空间。苏州现在有<span lang="EN-US">50%“老字号”实现了连锁经营，以经营各色糕团为主的百年老店“黄天源”为例，小糕团8年前就“跳”进了大上海，如今已经在全国有了360家连锁店，出口到6个国家和地区，去年营业收入达到2500万元。“采芝斋”有20多家，“绿杨馄饨店”有33家，“近水台”有60家，“朱鸿兴”有35家。1999年恢复经营的“三万昌”，已经把分店开到了南京的新街口，“松鹤楼”最近也将在北京新购一座房产，将分店开进京城。 <p></p></span></font></span></p><p style="LINE-HEIGHT: 12pt;"><span style="FONT-SIZE: 9pt; mso-bidi-font-size: 10.5pt;"><font face="宋体"> 当然，“走出去”对于习惯于手工操作的“老字号”来说并不容易，要想通过连锁经营快速发展，现代化的生产、配送方式是无法回避的问题。以“王兴记”为例，目前专门设立了一个配送中心，给其四家门店供货。“采芝斋”则在苏州新区买了一块<span lang="EN-US">30亩的地，首期1.8万平方米的现代化工厂正在装修，即将投入使用。“三凤桥”则在无锡新区置地30多亩，购买了油炸机、封口机等设备，现已形成年产量3000吨的真空包装出口食品基地。 <p></p></span></font></span></p><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 要想让“老字号”轻装上阵，产权制度必须明晰。苏州从上世纪</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">90</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">年代开始，</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">70%</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">的国有资本退出了</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">老字号</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">；到</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">2003</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">年，除部分</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">老字号</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">招牌和商标等无形资产外，国有资本已经全部退出。</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">王兴记</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">董事长薛强表示，</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">王兴记</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">的改制十分彻底，作为最大的股东，他对王兴记有着绝对的决策权。</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">“</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">老字号</span><span lang="EN-US" style="FONT-SIZE: 9pt; FONT-FAMILY: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: 宋体; mso-ascii-font-family: "Times New Roman"; mso-hansi-font-family: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-font-kerning: 1.0pt; mso-bidi-font-family: "Times New Roman"; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">成为独立的市场竞争的主体后，其内在动力与以往大不一样，纷纷焕发出新的生机和活力。</span><span style="FONT-SIZE: 9pt; FONT-FAMILY: "Times New Roman"; mso-bidi-font-size: 10.5pt; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">
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