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随着时代的发展,许多中华老字号都面临着机遇和挑战,要么与时俱进、重塑辉煌,要么墨守成规、停滞不前,要么随波逐流、终被淘汰。本文以北京同仁堂的成功案例为契机,探讨其发展历程中“不变”的诚信秉真、企业文化,“变”的产品创新、经营理念、管理模式,从而揭示中华老字号必须在找准自我、坚持特色的前提下,不断创新、适时而变、注重知识产权保护,才能顺应时代潮流、继承发展、再续奇迹。
With the development of the times, many old and famous China are faced with the opportunities and challenges. They either advance with the times, reshape the glory, or stick to conventions, stagnate, or follow the crowd and eventually be eliminated. Based on the success stories of Beijing Tong Ren Tang, this article explores the product innovation, business philosophy and management mode of honesty and trustworthiness, corporate culture and “change” in the course of its development so as to reveal that the old Chinese brand must be at Under the precondition of identifying ourselves and insisting on the characteristics, we should innovate constantly, change timely and pay attention to the protection of intellectual property, so as to conform to the trend of the times, inherit and develop and continue the miracle.