资源整合视角下南京老字号复兴探究

以南京为空间载体，探究区域内中华老字号发展现状，通过实地踏勘、问卷调查和SPSS分析，发现其发展存在以下问题：品牌知名度低，产品创新力弱；门店地段不佳，广告形式传统；继承人急缺，面临没落。力求通过创新品牌价值、优化市场营销策略、探索宣传新媒体；打造新型特色街区，完善商标注册系统的“企业内在整改、政府外向迎合”的复兴路径，突破老字号现状发展困境，重振雄风，提升南京历史文化名城内涵。

Study On Revival Path Of Nanjing Time-Honored Brand Under Resource Integration

With Nanjing as space carier, to explore the present situation of Nanjing Time-honored Brand, through the questionnaire survey and SPSS, we found out the folowing problems: low brand awareness, weak product innovation; poor store lots, traditional forms of advertising; heir lacking, facing decline. Through the revival path of “the enterprise internal rectification, the government outward to cater” with innovating brand value, optimizing marketing strategy, exploring new media publicity; creating new characteristic blocks and perfecting the trademark registration system to break development dilemma, to thrive, to enhance the connotation of historical and cultural city of Nanjing.