老字号品牌发展效率评价及发展路径研究  

On the Evaluation and Paths of the Development Efficiency of Time-Honored Brand

作　　者：石怀旺[1] 周恒娟 徐伟[2] SHI Huai-wang;ZHOU Heng-juan;XU Wei(Anhui University of Finance and Economics,Bengbu Anhui 233030,China)

机构地区：[1]安徽财经大学会计学院,安徽蚌埠233030 [2]安徽财经大学工商管理学院,安徽蚌埠233030

出　　处：《铜陵学院学报》2021年第5期39-43,共5页Journal of Tongling University

基　　金：安徽省高校优秀青年人才支持计划重点项目“老字号品牌双元性的产生及其影响机理研究”(gxyqZD2018041);安徽财经大学研究生科研创新基金项目“老字号工匠精神及其影响路径研究”(ACYC2019241)。

摘　　要：文章选取20家中华老字号品牌作为研究对象,基于DEA模型构建老字号品牌发展效率评价指标体系,并利用csQCA方法探讨老字号发展的核心路径。研究结果表明:老字号品牌发展绩效总体水平较高,但发展效率存在差异;老字号高品牌发展通过三条殊途同归的路径实现,其中品牌认知度起核心作用。Selecting 20 China time-honored brands as the research objects,this paper empirically studies the evaluation index system of the development efficiency of time-honored brand based on the DEA mode,and constructs the development path of time-honored brand by the method of csQCA.The results show that the overall development efficiency of time-honored brand is relatively high,but there are differences in development efficiency.Meanwhile,the high development of time-honored brand is achieved through three different paths to the same goal,in which brand awareness plays a central role.

关 键 词：老字号 数据包络分析 定性比较分析 发展路径 

分 类 号：F270.3[经济管理—企业管理]