老字号企业发展报告（2023～2024）
中文摘要
自2006年商务部启动“振兴老字号工程”并于同年11月颁布第一批中华老字号企业名录以来，国家对老字号企业的支持与管理越来越规范化、科学化，老字号企业的影响力逐渐攀升。截至2022年底，全国已有1128家企业被商务部授予“中华老字号”称号，4000多家企业被各级政府列为“地方老字号”企业。为进一步整合老字号资源，规范老字号经营、管理，2023年4月，商务部联合文化和旅游部、市场监管总局、国家知识产权局、国家文物局等5部门组织开展对已有中华老字号的复核工作。2023年7～11月，商务部陆续公布了《关于公布中华老字号复核结果的通知》，在实施“有进有出”的动态管理机制的基础上，将长期经营不善的55个品牌移出中华老字号名录；对经营不佳、业绩下滑的73个品牌，要求6个月予以整改；继续保留1000个经营规范、发展良好的品牌。此次复核也暴露了一些老字号企业发展所面临的问题。当前，我国经济环境变化迅速、消费结构转型加快、新兴企业间的竞争加大，再加上城市现代化建设发展迅猛，这些市场环境变化要求老字号企业必须转型升级，迎接挑战，突破困境。那么，那些相对经营较好的老字号企业有哪些经营经验？如何顺应潮流发展？
2023年是全面贯彻党的二十大精神的开局之年。老字号企业的转型升级需抓住经济新形势的窗口期，积极探索未来发展之路。由此，老字号企业课题组针对近年来老字号企业经营发展状况进行研究，以期总体呈现老字号企业的发展状况，并为其今后发展提供智力支持。
从近年来的发展趋势看，老字号企业的发展前景主要体现在以下几个方面：一是随着资源配置的市场化水平达到一定的高度，知识、技术、数据等要素逐渐成为高效性、凝聚性的优势资源，进而带动老字号企业参与数据与信息系统的运行；二是商业集聚发展与跨界融合发展相并行，模块化、拼接式发展模式逐渐受到重视；三是对国家品牌发展意识的重视程度提高，对打造具有世界影响力的品牌的需求增高。
本书认为，老字号企业需要将自身发展纳入更宏观的场域中，通过增强自身核心竞争力、适应国内外发展环境，实现自身的“创造性转化、创新性发展”。具体来说，一是增强内生性动力，通过体制机制创新，改革自身、激发自我活性；二是提升外延性动力，善用外部工具，适应市场发展方向。
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