Laozihao is not only the commercial phenomenon,

老字号不仅仅是一种商业现象

but also the history in miniature.

而是一种历史的缩影。

It is popular for its unique arts and crafts.

老字号有着独特的艺术价值

However, some of these enterprises have become outdated or are operating in red

但是许多企业已经跟不上时代的节奏或是在负债经营

due to a rigid conventional thinking,

这是因为他们的传统思想

loose management or overstaffing.

稀疏的管理方式或是职工过多导致。

People have different opinions

人们对于

about whether the Laozihao should be preserved or not.

老字号是否应该受到?；び凶挪煌囊饧?/p>

As far as Im concerned,

我认为

the critical point is not only to remain

关键的问题不仅仅是保留老字号

but also to preserve and develop the Laozihao.

更应该是保护和发扬老字号。

Laozihao is important to the traditional culture and the national commerce.

从传统文化和商业的角度考虑老字号非常重要。

As a time-honored brand,

作为老字号品牌

Laozihao enjoys the extensive reputation in the society.

老字号在社会上享誉盛名。

It is of golden opinion, and carries the trust of the customers.

老字号受到了顾客的信任。

Moreover, it is the precise non-material cultural heritage.

此外老字号拥有非物质的文化遗产。

The city without Laozihao will lose the unique scene as a famous historic city.

如果没有老字号城市将失去历史城市应有的独特景观。

In the market-oriented economic society,

在当今的市场化经济社会中

Laozihao satisfies the emotional need of people for the national culture.

老字号满足了人们对于文化的精神需求。

But it cannot be denied that now Laozihao are paying their way.

但是无可否认的是老字号正在消失。

Affected by the market-oriented economy,

受到市场经济的影响

Laozihao are taking the shine off.

老字号的招牌正在褪减。

The out-dated concepts,

过时的思想

old-fashioned products and backward management are all the factors for the fall of Laozihao.

过时的产品、落后的管理制度是老字号陨落的因素。

As for the fact, we should not only remain the Laozihao,

事实上我们不仅应该?；だ献趾?/p>

but also have to preserve and develop it.

我们还需要?；げ⒎⒄顾?。

First, the support system of Laozihao should be built up.

首先我们应该建立关于老字号的支持系统。

The advanced technology, automatic intellectual property rights

先进的技术、自动化的知识产权?；ぁ?/p>

and modern organization are key points in the development of Laozihao.

以及现代的管理方法都是发展老字号的关键。

On the basis of keeping its traditional features,

基于对传统特色的?；?/p>

it should work out new products,

老字号应该生产一些新产品

which are more suitable for the modern society,

这将适应现代社会的发展

so as to extend the market share.

这样我们才能扩展老字号在市场上的份额。

Second, Laozihao should have the priority in the policy and finance.

第二老字号应该首先重视政策和财政。

It is the most important embodiment of a historic city.

这也是历史城市的重要体现。

So In the urban planning,

这也适用于城市的规划之中

the original location should be preserved.

我们需要?；ぴ凶≈?。

And the government would finance them to improve their technology and equipments.

政府也应该进行经济资助从而发展技术和设备。

Third, it is suggested that Laozihao should be preserved

第三人们认为老字号应该受到?；?/p>

as the intangible assets of the country.

因为这是国家的无形资产。

In this way, Laozihao will do good to the cultural landscape

从这方面讲老字号将会为文化风景增光添彩

as well as develop its own commercial function.

同样它也会实现自己商业价值。

In conclusion, Laozihao is the carrier of the traditional culture and arts.

总结老字号是传统文化和艺术的载体。

Its a symbol of the national history.

它也是历史的活象征。

We should preserve it and use effective ways to develop it.

我们应该保护他们并利用有效的措施发展他们。

It is not only the demand of the market,

这不仅是市场的需求

but also the requirement of the culture.

同样也是文化的要求。