北京作为历史和文化名城，聚集了大量老字号，北京老字号数目众多、历史悠久、覆盖行业面广、盈利状况良好，具有经济、文化、社会、品牌等价值意义。在培育建设国际消费中心城市进程中，北京在提升国际知名度、拉动消费升级、促进数字化转型等方面为北京老字号提供了很好的发展机遇，北京老字号积极推进坚守品牌特色和工匠精神、创新营销方式、开展跨界合作的发展模式。针对品牌定位不够清晰、审美意趣表达方式较为陈旧、宣传理念较为落后等问题，北京老字号需要通过合理把握品牌定位、创新审美意趣表达和消费体验场景等方式，在“坚守”与“焕新”中，彰显自己的品牌价值。
As a famous historical and cultural city，Beijing has gathered a large number of time-honored brands. At present，Beijing time-honored brands have the characteristics of large number，long history，wide coverage of industries，good profitability and have economic，cultural，social，brand values. Beijing’s policy of cultivating and building an international consumption center city provides a good development opportunity for Beijing time-honored brands in terms of enhancing international visibility，driving consumption upgrading and promoting digital transformation. Under the guidance of this policy，Beijing Time-honored brands actively promote the brand characteristics and craftsman spirit，innovative marketing methods，cross-border cooperation development model. In view of the problems of some Beijing time-honored brands，such as unclear brand positioning，outdated expression of aesthetic interest，and backward publicity concept，Beijing time-honored brands need to demonstrate their brand value through a reasonable grasp of brand positioning，innovative expression of aesthetic interest and consumption experience scenes，and so on，in the “stick” and “refresh”.
