摘要广州陶陶居是创办于清朝年间，有“中国老字号之称”，是我国文物保护单位。它曾以浓厚的文化艺术特点和优秀的菜品在国内外闻名。但随着消费市场的需求变化升级，越来越多新型产业的发展，像陶陶居等老字号餐饮面临严峻的市场挑战，再加上现在的消费主力已经转到90、00等年轻一代，所以在现在的市场环境中谁能赢得消费主力的关注，谁就获得主动权。广州陶陶居代表的是它从创立到现在的传统文化和以前的精神文明，但是现在它受新经济的冲击，它渐渐没落。陶陶居等老字号餐饮要想重新回到市场当中，需要了解当前市场的需求和主导方向，发挥自己本身浓厚文化底蕴的优势，发现当前营销策略的不足，并制定相应的改善措施来改善现状，重新获取消费者的关注，重焕陶陶居风采。本文以陶陶居为例，分析了老字号餐饮品牌的面临的困境，从营销组合的角度着手并提出改善措施来打破陶陶居等老字号餐饮的困境。关键词：营销组合陶陶居老字号餐饮营销策略AbstractGuangzhoutaotaojuisfoundedintheqingdynasty,knownas"China'stime-honoredname",isChina'sculturalrelicprotectionunit.Itusedtobefamousathomeandabroadforitsstrongculturalandartisticcharacteristicsandexcellentdishes.However,astheconsumermarketdemandchangeupgrades,moreandmorethedevelopmentofnewindustries,suchassomeceramicinoldrestaurantfacingseveremarketchallenges,coupledwiththemajorconsumershaveturnedto90,00,suchastheyoungergeneration,sointhecurrentmarketenvironmentwhocanwintheattentionofmajorconsumers,whowillgaintheinitiative.Guangzhoutaotaojurepresentsitstraditionalcultureandspiritualcivilizationfromitsfoundationtothepresent,butnowitisundertheimpactoftheneweconomy,itisgraduallydeclining.Toreturntothemarket,suchtime-honoredrestaurantsastaotaojuneedtounderstandthecurrentmarketdemandandleadingdirection,giveplaytotheirownstrongculturaladvantages,findtheshortcomingsofthecurrentmarketingstrategy,anddevelopcorrespondingimprovementmeasurestoimprovethestatusquo,toregaintheattentionofconsumers,re-shinetaotaojustyle.Takingtaotaojuasanexample,thispaperanalyzesthedilemmafacedbythetime-honoredrestaurantbrands,andproposesimprovementmeasurestobreakthedilemmaoftaotaojuandothertime-honoredrestaurantsfromtheperspectiveofmarketingmix.Keywords:MarketingMixTaoTaoJuTime-honoredcateringMarketingStrategy目录TOC\o"1-2"\h\z\uHYPERLINK\l"_Toc39009882"一、绪论PAGEREF_Toc39009882\h1HYPERLINK\l"_Toc39009883"（一）研究背景PAGEREF_Toc39009883\h1HYPERLINK\l"_Toc39009884"（二）研究的内容和意义PAGEREF_Toc39009884\h1HYPERLINK\l"_Toc39009885"二、老字号广州陶陶居概况PAGEREF_Toc39009885\h2