“头戴‘马聚源’,脚踩‘内联升’,身穿‘瑞蚨祥’:腰缠‘四大恒’;上了年纪的北京人,或许还记得这首描写北京市知名老字号的民谣,它从一个角度折射出“老字号”曾经的辉煌以及在老百姓心目中举足轻重的地位。然而,就在市场经济蓬勃发展的今天,许多“老字号”却失去了往日的光彩。从全国情况看,当前的老字号70％处于自生自灭状态,经营十分困难,只能勉强维持;20％长期亏损,濒 “Wearing a horse Juyuan”, feet ’inline liters’, wearing a ’Rui Xiang:’ wrapped around waist ’Four Immortals’; on the older Beijingers, perhaps remember this description of Beijing’s famous old folk , Which reflects from one angle the glory of the “old name” and the pivotal position in the minds of ordinary people. However, just as the vigorous development of the market economy today, many “old-fashioned” people have lost their luster. From a national perspective, Of the old 70% of the time in its own way, operating very difficult, only barely maintained; 20% long-term loss, near the end