本文以中韩“老字号”食品企业全聚德和正官庄作为研究案例，考察了他们的发展情况、营销策略等。并在此基础上，对两家企业进行了比较。通过研究后可以发现，全聚德和正官庄的营销手段相似，都是在垄断企业工艺或配方方面非常重视；能够积极适应现代网络营销模式，跟上时代发展步伐；在“老字号”品牌的发展过程中，重视与其他企业的合作。但是，由于中韩两国的社会背景、文化等不同，全聚德和正官庄作为“老字号”企业的发展上也有不同之处。正官庄除了善于利用互联网、新媒体平台等，还积极在各种影视剧中通过插入式广告进行宣传，而全聚德则很少使用这种营销方式。另外，为了“老字号”企业更好地发展，还应该在产品质量上进行严格把控、建立健全品牌合法的法律体系、拓展多种流通渠道销售策略等。

This article takes Chinese and Korean Time-honored food enterprises Quanjude and Jeong Gwan Jang as research cases to examine their development and marketing strategies. On this basis, a comparison was made between the two enterprises. Through research, it can be found that the marketing methods of Quanjude and Jeong Gwan Jangare similar, both of which attach great importance to monopolizing enterprise processes or formulas; Being able to actively adapt to modern online marketing models and keep up with the pace of development of the times; In the development process of the time-honored brand, we attach great importance to cooperation with other enterprises. However, due to the different social backgrounds and cultures between China and South Korea, there are also differences in the development of Quanjude and Jeong Gwan Jang as time-honored enterprises. Jeong Gwan Jang is not only good at utilizing the internet and new media platforms, but also actively promotes through plug-in advertising in various movies and TV dramas, while Quanjude rarely uses this marketing method. In addition, in order to better develop time-honored enterprises, strict control over product quality, establishment of a sound legal system for brand legality, and expansion of sales strategies through various circulation channels should also be carried out.