北京老字号是北京历史文化名城的重要标志，是中华民族传统文化的瑰宝，是北京的活化石，具有巨大的无形资产价值。老字号的发展对展现北京风貌，具有重要意义。但是，企业并非常青树，很多企业在经历一段运营之后，像人一样会出现老化，逐渐走向衰亡，北京老字号也不例外。如何使老字号企业长久不衰，如何活化北京老字号，是目前北京老字号迫切需要解决的问题。本书在市场调查的基础上，结合企业活化理论，根据消费者心理，研究出北京老字号发展的具体措施：文化营销、品牌延伸、品牌联盟。(The time-honored brands of Beijing are the important symbol and living fossil of the historical city and the reassure of the traditional Chinese culture and holds substantial value as intangible asset.The development of time-honored brands are of great significance in the demonstration of the features of Beijing.However, enterprises cannot live forever. Some get weaker after a long-time operations, so do the time-honored brands of Beijing.How to keep the brands alive and flourishing and revitalize them are urgent to be achieved for now.The book aims to study the specific measures to develop the time-honored brands of Beijing on the basis of marker investigation and according to the corporate theories and consumers' psychology:Cultural marketing, brand extension and brand alliance.)