本文首先概述了目前引起社会较大关注的老字号问题,简要分析了老字号问题产生的原因,并指出老字号的最大优势——丰富的文化内涵。然后结合前沿的文化营销理论,根据文化营销的特征以及功能,提出利用文化营销重振老字号的策略。 This article first outlines the current cause for greater concern to the community of the old problem, a brief analysis of the reasons for the old problem, and pointed out that the oldest advantage - rich cultural connotation. Then combined with the forefront of cultural marketing theory, according to the characteristics and functions of cultural marketing, put forward the strategy of using cultural marketing to revitalize the old and famous.