【咸亨酒店是哪个国家的品牌？】

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清光绪甲午年（公元1894年），鲁迅堂叔周仲翔等在绍兴城内的都昌坊口开设一家小酒店。店主从《易经.坤卦》之《彖传》“含弘广大，品物咸亨”句中，取“咸亨”两字为店名，寓意酒店生意兴隆，万事亨通。鲁迅先生在《孔乙己》《风波》《明天》等著名小说中，把咸亨酒店作为重要背景，使咸亨酒店名扬海内外。

1981年，鲁迅先生诞辰一百周年之际，老店新开。晚清时的绍兴建筑风格如旧；屋沿下正中悬挂白底黑字的店匾，横书“咸亨酒店”四字。当街曲尺柜，柜端置有直书“太白遗风”的青龙牌，牌下青瓷坛、蓝边碗，形成了独特风貌。1991年后，咸亨酒店的传承人在鲁迅先生的作品中寻找品牌生根的土壤，通过品牌创新、管理创新，培育核心竞争力，使咸亨酒店成为传统风格和时代特征相结合，融名城、名士、名酒风情于一体的名店，无数中外游客慕名而来，小酌浅饮，对酒当歌，吟诗作画，著名作家李准酒酣之际留下“小店名气大，老酒醉人多”的感叹；著名漫画家华君武题写“酒逢咸亨千杯少”。咸亨酒店既是酒店更是景点，它与鲁迅故居、百草园、三味书屋、土谷祠等文化遗存，共同构成了解读鲁迅的原典钥匙。

2007年11月25日，经过多年精心筹划，绍兴市商贸旅游重点工程--鲁迅故里二期"咸亨新天地项目开工"。这个项目的重点是扩建、提升咸亨酒店。咸亨酒店除“堂吃”部分作为文化标志性建筑保留外，其余全部拆除重建。历经两年多时间艰苦卓绝的建设，一个传承历史文脉，以鲁迅文化为主题，江南文化、越文化为背景的五星级标准文化主题酒店——咸亨酒店，展现在世人面前。扩建、改造后的咸亨酒店建筑面积5.7万平方米，豪华客房206间（套），其中标间111间、商务大床房74间，豪华套房及主题客房21套；有餐位2000余个：包括以鲁迅文化、帝王文化、酒文化、戏曲文化、情文化等为主题的各式豪华包厢47个，可同时容纳800人就餐的多功能厅1个，“堂吃”更是游客体验绍兴风情的必到之处，酒店还专门设置了西餐厅和日本料理；7个设施先进的不同规格会议室及配备同声传译系统和各种视听设备的多功能厅。另外商务中心、土特产商场、康乐休闲会所等一应俱全。

古老而年轻的咸亨酒店，成为了绍兴城市的客厅，文化旅游休闲的地标。

英文翻译：In the Jiawu year of Guangxu in the Qing Dynasty (1894 A.D.), Zhou Zhongxiang, a great uncle of Lu Xun, and other officials opened a small hotel in the city of Shaoxing. The owner of the store takes the word "Xianheng" as the name of the store from the sentence "including Hongda, tasting Xianheng" in the biography of Yi Jing Kun Gua, which means that the hotel business is prosperous and everything is prosperous. In the famous novels such as Kong Yiji, the storm, tomorrow and so on, Mr. Lu Xun takes Xianheng hotel as an important background, making it famous at home and abroad. In 1981, on the 100th anniversary of Lu Xun's birth, the old shop opened. In the late Qing Dynasty, Shaoxing's architectural style was as old as before; a shop plaque with white background and black characters was hung in the middle of the lower part of the house, with four characters of "Xianheng Hotel" written horizontally. At the end of the Quchi cabinet in the street, there is the Qinglong brand with the direct book "Taibai style", under which the celadon altar and the blue side bowl form a unique style. After 1991, the inheritors of Xianheng Hotel searched for the soil of brand rooting in Lu Xun's works. Through brand innovation and management innovation, they cultivated core competitiveness, making Xianheng hotel become a famous hotel integrating the traditional style with the characteristics of the times, integrating the styles of famous cities, famous scholars and famous wine. Numerous Chinese and foreign tourists came here to drink, sing songs, write poems and paintings Li Zhun, a famous writer, left an exclamation that "the small shop is famous, and the old wine is intoxicating". Hua Junwu, a famous cartoonist, wrote that "every wine is worth a thousand cups, and every wine is worth a thousand cups". Xianheng hotel is not only a hotel but also a scenic spot. Together with Lu Xun's former residence, herbal garden, Sanwei bookstore, Tugu temple and other cultural relics, it constitutes the key to understand Lu Xun's original code. In November 25, 2007, after many years of careful planning, the key project of business and tourism in Shaoxing, the two phase of Lu Xun's hometown, started the project of "Xian Heng Xin Tian Di". The key point of this project is to expand and upgrade Xianheng hotel. Xianheng hotel has been demolished and rebuilt except for the part of "eating in the hall" as a cultural landmark. After more than two years of painstaking construction, a five-star standard cultural theme hotel, Xianheng Hotel, which inherits the historical context, takes Lu Xun culture as the theme, Jiangnan culture and Yue culture as the background, is displayed in front of the world. After expansion and reconstruction, Xianheng hotel has a building area of 57000 square meters, 206 luxury rooms (sets), including 111 standard rooms, 74 Business King rooms, 21 luxury suites and theme rooms; there are more than 2000 seats, including 47 luxury boxes themed with Lu Xun culture, emperor culture, wine culture, opera culture and emotion culture, which can accommodate 800 people at the same time The hotel also has a western restaurant and Japanese cuisine; 7 conference rooms with advanced facilities and multi-functional rooms equipped with simultaneous interpretation system and various audio-visual equipment. In addition, business center, local specialty shopping mall, recreation and leisure club, etc. The old and young Xianheng hotel has become the living room of Shaoxing City and the landmark of cultural tourism and leisure.

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