导　　师： 王丽英

学科专业： 060105

授予学位： 硕士

作　　者： ;

机构地区： 广州大学

摘　　要： 广州老字号“成珠楼”历史悠久,至2000年结业为止,已经走过了200多个春秋,它们这些历史悠久的老字号,都承载着中华民族优秀的文化,是新时期开展诚信兴商、弘扬商业文明的核心内涵和宝贵财富,它们所传承的独特产品、精湛技艺和经营理念,都具有不可估量的品牌价值、经济价值和文化价值。 全文分为三大部分： 第一部分考察成珠楼创建的社会条件。成珠楼的创建,根植于历史悠久的饮茶文化,得力于当地广州优越的地理位置、宜人气候和丰富物产,依赖于当时广州繁荣发展的商品经济等,促使了成珠楼的诞生。 第二部分主要对成珠楼兴衰历程与原因进行了叙述与分析。首先按时间顺序叙述了成珠楼兴盛与衰亡过程,从光绪年间的梁殿华到梁氏第二代,再到1947年的梁氏第三代,正是成珠楼最兴盛时期；1956年到2000年,成珠楼在这几十年间历经坎坷,几经沉浮,最终倒在了中国工业飞速发展的今天；其次分析了成珠楼兴盛的原因。其兴盛的原因主要是成珠楼有良好的品牌形象,表现在产品质量上乘、经营管理得法、注重品牌保护、特色服务优质,以及地理位置优势；最后总结了成珠楼衰亡的原因,主要从两大方面进行分析,方面是企业外部的客观原因,其中包括体制冲击以及地理优势渐失,另一方面是企业内部自身原因,主要有企业历史包袱沉重、经营观念陈旧、产品结构老化、没有注重品牌的宣传和保护以及经营机制僵硬等。总结出成珠楼兴盛的成功经验以及衰亡的教训与启示,然后以点带面,为大多数老字号的发展道路给予了借鉴与警醒。 第三部分最后总结出成珠楼对广州老字号发展的启示。除了政府支持外,企业还要从品牌战略的角度寻求新的发展与创新,如技术创新、产品创新、体制创新、经营创新及营销理念创新等。 ChengZhu Lou,an time-honored brand of GuangZhou,has had a long history of more than 200 years by the time it went to the end in 2000.Bearing excellent Chinese cultrue,these time-honored brands with long history are the core connotation and precious treasure in the new age for developing sincerity to build business,promoting business culture.The distinct products、exquisite skills and operation principles that they passed down have inestimable value of brand、economy and culture. The whole article is divided into three main sections: The first section investigates into the social conditions of the establishment of ChengZhu Lou.The establishment of ChengZhu Lou roots in the tea culture which has a long history, and benefits from GuangZhou's superior geographical location、pleasant weather and rich products and depends on GuangZhou's flourishing commodity economy at that time. The second section mainly recalls the rise and decline of ChengZhu Lou and analyses its reasons.First,it recalls its rise and decline in chronological order.For the time from LiangDianHua in the Guangxu year as the second generation of Liang shi,and even to the third generation of Liang shi, ChengZhu Lou was enjoying the most great prosperity. Going through many difficulties, ChengZhu Lou flustrated from 1956 to 2000,and it finally fell today,the time China develops fast in industry. Second,it analyses the reason for the prosperity of ChengZhu Lou.It was prosperous mainly because of the good brand image of ChengZhu Lou,which reflected in the good quality of its products and its workable management、emphasis on the protection of brand、excellent characteristic service and superior geographical location. And the last summarize the reason of its decline,which mainly analyses from two aspects:one is enterprise's objective reasons,including systematic lash and the gradual losing of the adavantage in location; the other one is enterprise's subjective reasons,mainly including heavy burden of enterprise's history、old-fashioned operation principles、ageing product structrue、laying little emphasis on the product advertisement and protection,and stiff operation system.The second section summarizes ChengZhu Lou's successful experience of prosperity,and inspiration of decline, and use it to promote work of most time-honored brand,providing them reference and reminding. The third part concludes the enlightenment from 'Chengzhulou' to the development of Guangzhou's time-honored brands.Besides government's support,the enterprise should try to develop innovate from the prospect of brand strategy,such as skill innovation、product innovation、system innovation、operation innovation、marketing innovation and so on.

关 键 词： 广州老字号 成珠楼 饮食文化 文化遗产

分 类 号： [K29]

领　　域： [历史地理] [历史地理]