中国本土文化情境下老字号品牌传承研究:维度探索与量表开发  

Research on the Inheritance of Time-honored Brands in the Context of Chinese Local Culture:Dimension Exploration and Scale Development

作　　者：李园园 刘建华[2] 段珅 柯迪 Li Yuanyuan;Liu Jianhua;Duan Shen;Ke Di(Faculty of Business Administration,Shanxi University of Finance and Economics;Business School,Nankai University;School of Business Administration,Zhongnan University of Economics and Law;College of Economics and Management,Civil Aviation University of China)

机构地区：[1]山西财经大学工商管理学院 [2]南开大学商学院 [3]中南财经政法大学工商管理学院 [4]中国民航大学经济与管理学院

出　　处：《南开管理评论》2023年第6期26-35,I0005,I0006,共12页Nankai Business Review

基　　金：国家自然科学基金重点项目(71832002);国家自然科学基金项目(72102092);教育部人文社会科学研究项目(18YJA630142)资助。

摘　　要：品牌传承理论已经得到了营销学界的重视,然而现有研究大都基于西方文化背景对品牌传承进行解析,关于中国本土文化情境下老字号品牌传承的研究却鲜有涉及。本文采用定性和定量相结合的分析方法,界定了老字号品牌传承维度并开发了测量量表。结果显示,老字号品牌传承是一个多维结构,可分为商道传承、历史传承、产品传承、精神传承及地域传承5个维度。这5个维度又包含了14个子维度,分别为诚信仁义、中庸之道、重义轻利、品牌故事、历史责任、社会责任、技艺传承、主业传承、品质传承、尚德精神、工匠精神、创新与创业精神、地域文化传承及地域资源传承。同时,我们还通过严格的量表开发技术,形成了包含23个测量题项并具有较高信度和效度的测量量表。研究结果不仅为老字号品牌传承研究奠定了理论基础,还为老字号企业开展品牌传承驱动的营销活动提供了理论依据和实践指导。The theory of brand inheritance has been valued by the marketing circles and has achieved certain research results.However,most of the existing research is based on the Western cultural background,and there is little research on the heritage of time-honored brands in the context of Chinese local culture.In this paper,the qualitative and quantitative analysis methods are combined to define the old brand heritage dimensions and develop a measurement scale.The results show that the heritage of old brand is a multi-dimensional structure,which can be divided into five dimensions:commercial heritage,historical heritage,product heritage,spiritual heritage and regional heritage.These five dimensions contain 14 subdimensions,they are honesty and benevolence,doctrine of the mean,value justice over profit,brand story,historical responsibility,social responsibility,skill inheritance,main business inheritance,quality inheritance,virtue spirit,craftsman spirit,innovation and pioneering spirit,regional culture inheritance and regional resources inheritance.At the same time,we have developed a scale with 23 items,which has high reliability and validity.These results not only lay the theoretical foundation for the brand heritage research,but also provide theoretical basis and practical guidance for the brand heritage-driven marketing activities.

关 键 词：品牌传承 老字号 本土文化 量表开发 

分 类 号：F273.2[经济管理—企业管理]