“老字号”是指那些经营时间在50年以上,具有一定市场影响力和广泛认同度的工商企业、传统技艺和驰名产品。作为九省通衢的省会,武汉在长期发展中积累了不少老字号企业。然而,就现今老字号企业的整体生存现状而言,多数经营得并不容乐观,更有不少淡出了市场。尽管近年来我国在支持老字号发展方面的政策不断完善,却依旧抵挡不住其逐渐衰落的趋势。当前,老字号亟待发展与振兴,同时也面临着新的机遇与挑战,需要企业、相关部门甚至全社会的聚焦与关注。为推动老字号企业复活、新生与发展,改革势在必行。 “Old name ” refers to those business hours in more than 50 years, with some market influence and a wide range of recognition of the business, traditional skills and well-known products. As the provincial capital of the thoroughfare of nine provinces, Wuhan has accumulated a lot of old and famous enterprises in the long-term development. However, as far as the current overall status quo of old and famous enterprises is concerned, most businesses are not optimistic and many have faded out of the market. In spite of the continuous improvement of China’s policies in supporting the development of the old name in recent years, it still can not withstand the gradual decline of the policy. At present, the old and famous need to be developed and rejuvenated urgently. At the same time, it is also facing new opportunities and challenges and requires the focus and attention of enterprises, relevant departments and even the whole society. In order to promote the resurrection, new life and development of old and famous enterprises, the reform is imperative.