老字号品牌复兴影响因素的结构维度与模型构建——基于扎根理论的探索性研究  

Structural Dimensions and Model Construction of Influencing Factors of Time-honored Brands’Revival--Exploratory research based on the Grounded Theory

作　　者：许衍凤 XU Yanfeng(School of Humanities and Communication,Shandong Technology and Business University,Yantai 264005,China)

机构地区：[1]山东工商学院人文与传播学院,山东烟台264005

出　　处：《四川轻化工大学学报（社会科学版）》2024年第4期22-36,共15页Journal of Sichuan University of Science & Engineering：Social Sciences Edition

基　　金：国家社会科学基金项目(18BJY175);山东省社会科学基金项目(24CGLJ26)。

摘　　要：老字号是中华优秀传统文化的结晶,具有不可再生的经济、文化与社会价值。数字经济冲击下,很多老字号陷入品牌老化的困境,发展停滞、后退,甚至被迫退出市场。现有文献基于不同的视角对导致老字号陷入困境的原因进行分析并提出相应的品牌复兴策略,但是尚未有学者对老字号品牌复兴的影响因素及作用机制进行系统性研究。文章在对63位被访者进行深度访谈获得原始材料的基础上,运用扎根理论研究方法探索老字号品牌复兴的影响因素,构建老字号品牌复兴影响因素结构维度理论模型。研究结果表明,影响老字号品牌复兴的因素主要来自品牌、产品、环境、文化和消费者五个方面。基于老字号品牌复兴影响因素提出老字号复兴对策,即持续推进老字号品牌创新,通过产品升级丰富消费体验,利用现代科技助力传统技艺传承,深度挖掘老字号文化价值、重新与消费者建立情感联结。Time-honored brands are the crystallization of the excellent Chinese traditional culture,which have non-renewable economic,cultural and social values.Under the impact of the digital economy,many time-honored brands have fallen into the dilemma of brand aging due to development stagnating and retreating and even have withdrawn from the market.Literature research has explored the reasons and revival strategies that lead to the difficulties faced by time-honored brands from different perspectives,but no systematic study on the influencing factors and mechanisms of the revival of time-honored brands is put forward.Based on in-depth interviews with 63 interviewees,the grounded theory is used to explore the influencing factors of time-honored brands’revival and construct the structural dimension theoretical model.The research results indicate that the factors affecting time-honored brands’revival come from brands,products,environment,consumers and culture.Based on the influencing factors of the revival of time-honored brands,strategies for the revival of time-honored brands are proposed,i.e.,promoting brand innovation continuously,upgrading the products to enrich consumer experience,utilizing modern technology to assist in the inheritance of traditional skills,and exploring the cultural value and rebuilding emotional connections with consumers.

关 键 词：老字号 品牌复兴 传统文化 产品创新 扎根理论 消费者 

分 类 号：F273.2[经济管理—企业管理] F713.5[经济管理—国民经济]