1. Innovation is the soul of an enterprise's survival and development.

for an enterprise, innovation can include many aspects: technological innovation, institutional innovation and ideological innovation. . . Simply put, technological innovation can improve production efficiency and reduce production costs; System innovation can make the daily operation of enterprises more orderly and easy to manage, and at the same time, it can get rid of some disadvantages of the old system, such as the unsmooth information transmission brought by bureaucracy; Ideological innovation is a relatively important aspect. Leaders' ideological innovation can ensure the development of enterprises in the right direction, and employees' ideological innovation can enhance the cohesion of enterprises, give play to the creativity of employees and bring greater benefits to enterprises.

2. Characteristics of innovation

Systematization: innovation is a kind of thing that combines elements with elements according to a certain relationship. The development of marginal science promotes the interrelation among sciences, biology, chemistry and medicine. The connection between psychology and management science fully shows that innovation should not be confined to system elements, but should be broadly expressed as innovation between elements.

dynamic: the society is developing continuously, and the stability of innovation will be affected by the speed of social development. The faster the speed of social development, the higher the frequency of innovation. On the contrary, the lower the frequency. Therefore, the dynamic nature of innovation is relative and the movement is absolute.

trend-forward: innovation is influenced by social development, and the retrogression of society is bound to be because the content of innovation is retrogressive, so innovation has a certain backward nature. From the perspective of historical development, social development is a trend, and backward innovation is more manifested as trend-forward.

scientificity and artistry: the scientificity of innovation shows that innovation should be based on objective theoretical basis, but people's personal beliefs often affect the process of innovation, so innovation has artistry. The artistry of innovation does not exist in isolation, it cannot exist in the process of innovation alone, and the pure artistic process is divorced from reality. The scientificity and artistry of innovation are inseparable, and they merge with each other in the process of innovation.

How to revitalize China's time-honored enterprises must be understood from a historical perspective. It is a good thing for some time-honored enterprises that cannot adapt to market changes to be eliminated, which is the progress of social civilization. As for the time-honored enterprises that embody the characteristics of the Chinese nation and inherit the excellent culture of the people

, we should follow the guiding ideology of inheriting tradition, sublating and innovating

, get rid of the shackles of old ideas, old systems and old models, constantly solve their own weaknesses and problems, and actively adapt to the changing market situation, so as to regain our youthful vitality.

1. We should focus on property rights relations, promote system innovation, and solve the problem of lack of

owners. Through restructuring and system innovation, we can straighten out the property right relationship, realize the change of management philosophy, and establish a supporting system for the innovation and development of time-honored shops with institutionalized management as the core: incorporate the protection and development planning of time-honored shops into the urban development plan, add

protection to traditional commercial blocks with characteristics and valuable time-honored shops through legislation, and give reasonable compensation in demolition and transformation; Further standardize the evaluation of time-honored brands

, study and formulate the evaluation system of time-honored brands, and strengthen the protection of intellectual property rights such as trade names, products and traditional crafts of time-honored brands; Relevant government departments should

support the reform and restructuring of time-honored brands, coordinate and solve the historical problems left over by time-honored brands,

guide time-honored brands to accelerate the establishment of modern enterprise system; Establish China time-honored brand development foundation

, excavate and publicize time-honored brand culture, and support time-honored brand enterprises with development potential to explore foreign markets.

2. In order to expand the market share, we should do a good job in marketing innovation and establish an enterprise image. For a long time, time-honored brands have established their reputation mainly by oral communication. However

However, this oral communication mode limits the speed and breadth of brand communication. Now

in many time-honored enterprises, they are generally regional brands, and they are

famous brands in the local area, but basically no one knows about them outside their own "territory". With the advent of economic globalization, some international enterprises have been extending to all aspects of the China market through mergers and acquisitions, chain stores, etc., and the domestic private economy has also exploded with energy accumulated for a long time. Foreign and emerging brands have dominated the lifestyle of contemporary China consumers, especially young people. They pay more and more attention to taste and fashion. They must eat KFC and McDonald's, and wear Nike and Li Ning, but they are not very interested in old brands such as Quanjude and Goubuli. If we lose the youth market, we will lose the future market. There may be the possibility of regaining the market without reality in theory, and

losing the future market may be the most terrible thing for the old brands that are already in recession. To this end: first, open up the popular market. In fact, the old

font has an enviable innate advantage from the general public. It is old in seniority and highly concerned about

. Just a little movement will attract great attention from the media and the public, and it can play the role of

four or two. Secondly, promote modern circulation organization. Time-honored enterprises

can introduce the chain operation mode in their innovative management. Chain operation is called the third business revolution by

internationally. It has the characteristics of rapidly expanding business without huge investment, which is very suitable for current time-honored enterprises, especially some catering enterprises.

Quanjude, Donglaishun and other time-honored brands have all taken the form of chain operation, and changed from pure state-owned to joint-stock operation. Third, give full play to brand advantages. In the market competition, Beijing Tongrentang adheres to its unique management mode and representative main products, and

takes advantage of its brand to hold a six-week "Beauty Festival" in Chongwenmen drugstore, highlighting the new concept of healthy management and expanding its service target to the younger generation. Thus, it has opened up the business space, implemented the strategy of diversified innovation and development, and opened up a new business road.

3. we should focus on the maintenance of time-honored brands, implement legal innovation, and establish and improve the legal system for enterprises that protect time-honored brands. Brand expert davidson put forward the theory of "brand iceberg" in p>1997, saying that the brand is the tip of the iceberg, which means that the dominant part of the brand is small, but the internal laws and influencing factors of the brand are real and powerful. In modern terms, an old brand is a brand, and the old brand

is an enterprise brand that has been tested by the market for a long time and won the trust of consumers.

In the past, it became an old brand, relying on service, credit, products and quality, and it is the same today.

of course, time-honored brands also involve the establishment of modern enterprise system, "the ownership right of time-honored brands" and "property right appraisal" and other related issues. Fortunately, in April 25,

Hangzhou Time-honored Enterprise Association published a Legal Proposal on Protecting and Developing Hangzhou Old Word

, and invited a group of local legal experts to discuss it. After the finalization, it will be submitted to Hangzhou Municipal People's Congress for legislation. This is the first domestic legal proposal specifically for the protection and development of time-honored brands. This sounded the horn for the legislation of time-honored enterprises.

To this end, first, perfect legal protection should be established. Register a time-honored brand as a company name or

as a trademark, and take necessary relevant measures to protect it by law. Second, we must

implement a strict confidentiality system within the company. Incorporate intellectual property into the company's standardized management, sign restrictive competition contracts with employees, and formulate strict confidentiality procedures.

4. Based on historical accumulation, cultural innovation should be carried out to improve the core competitiveness of enterprises

.