老字号研究脉络分析与未来展望  

A Research Review on Time-honored Brands

作　　者：孟朝月 白丽艳 邵伟 刘臻煊 Meng Chaoyue;Bai Liyan;Shao Wei;Liu Zhenxuan(College of Management,Ocean University of China;School of Business and Management,Jilin University;School of Business,Changzhou University;School of Economics and Management,Tsinghua University)

机构地区：[1]中国海洋大学管理学院 [2]吉林大学商学与管理学院 [3]常州大学商学院 [4]清华大学经济管理学院

出　　处：《营销科学学报》2025年第2期135-157,共23页Journal of Marketing Science

基　　金：国家社会科学基金(23BTY016);中国海洋大学人文社科青年项目(202313005)的资助。

摘　　要：老字号作为民族品牌的代表,其发展一直备受关注。尽管该领域的研究已经取得一定的成果,但既有研究较为分散,缺少系统的整合,不利于研究者把握老字号研究的脉络和未来研究方向。有鉴于此,本研究使用CiteSpace软件进行了文献计量分析,描绘了老字号相关研究的知识图谱。综合文献计量结果,本研究将老字号研究的脉络划分为探索期、成熟期和深化期3个阶段,并对每个阶段的研究主题进行了深入分析。在对老字号研究的脉络进行系统梳理和归纳总结的基础上,借鉴长期品牌管理的思想,本研究从以下3个方面对老字号的未来研究进行了展望:基于历史识别老字号核心资源;立足当下探索老字号在传承与创新方面的平衡;面向未来开展老字号数字化转型和营销创新的研究。As the representative of national brands,the development of time-honored brands has always been highly concerned.Although the research in the field has achieved certain results,the research is rather decentralized and lacking systemic integration,which is not conducive to the researchers to grasp the research portrait of the time-honored brands and the future direction of research.In view of this,this paper uses CiteSpace software to carry out bibliometric analysis and describes the knowledge map of time-honored brand's research.Based on the results of bibliometrics,this paper divides the researches of time-honored brands into three stages:exploration stage,maturity stage,and deepening stage.Then this paper conducts in-depth analysis of the research topics in each stage.On the basis of summarizing the researches of time-honored brands and drawing on the lens of long-term brand management,this paper looks forward to the future research of time-honored brands from the following three aspects:Identify the core resources of the old brands based on its history.Explore the method to balance heritage and innovation at present.Carry out the digital transformation and marketing innovation research of time-honored brands for their future development.

关 键 词：老字号 研究脉络 传承与创新 技艺和文化 CITESPACE 

分 类 号：F272[经济管理—企业管理] G239.2[经济管理—国民经济]