摘要
数字经济背景下,面对技术迭代加速和消费需求升级的挑战,老字号企业普遍面临产品单一、品牌老化的问题,难以适应新形势下日趋激烈的市场竞争。以老字号为代表的传统企业如何通过创新创业促进品牌活化,来构建新的竞争优势,成为战略管理研究值得关注的重要议题。通过采用纵向单案例研究方法,选取中华老字号企业—云南白药集团为研究对象,试图揭示云南白药集团通过场景化创新、公司关联创业来实现品牌活化的过程机制。研究发现:不同阶段的企业战略规划驱动老字号企业进行品牌活化;不同阶段的场景化创新推动老字号企业开展不同形式的公司关联创业;数字经济时代老字号企业通过“场景化创新→公司关联创业→品牌活化”的演化路径实现老字号品牌活化,从而增强老字号企业竞争优势。研究从需求端的场景化创新视角,结合创新驱动创业理论,拓展了老字号品牌活化的演化路径和过程机制,可为老字号企业破解转型升级难题、实现可持续发展提供经验借鉴。
In the era of digital economy,with the challenges of accelerated technology iteration and upgraded consumer demand,heritage brands are generally facing the problems of single products and aging brands,which are difficult to adapt to the increasingly fierce market competition under the new situation.How to build new competitive advantages through innovation and entrepreneurship to promote brand revitalization of traditional enterprises has become an important issue worthy of attention in strategic management research.This paper adopts a longitudinal single-case study method and selects Yunnan Baiyao Group,a Chinese heritage brand,as the research object,revealing its process mechanism in brand revitalization through contextual innovation and company-related entrepreneurship.The study finds that:First,the strategic planning at different stages drives the brand revitalization;second,the contextual innovation at different stages drives the heritage business to carry out different forms of company-related entrepreneurship;third,in the era of the digital economy,these enterprises realize brand revitalization through the process of“contextual innovation→corporate-related entrepreneurship→brand revitalization”,so as to enhance the competitive advantages of the time-honored brand.This paper expands the evolution path and process mechanism of brand revitalization of heritage businesses from the perspective of demand side,combined with the theory of innovation-driven entrepreneurship,can provide experience for these businesses to solve the transformation and upgrading problems and realize sustainable development.
作者
宋正刚
吕元昊
张玉利
SONG Zheng-gang;LV Yuan-hao;ZHANG Yu-li(School of Management,Tianjin University of Traditional Chinese Medicine,Tianjin 301617,China;School of Business,Nankai University,Tianjin 300071,China)
出处
《管理案例研究与评论》
北大核心
2025年第6期825-840,共16页
Journal of Management Case Studies
基金
国家自然科学基金重大项目“创新驱动创业的重大理论与实践问题研究”(72091310)的子课题三“大型企业创新驱动的创业研究”(72091311)。
关键词
老字号
场景化创新
品牌活化
单案例研究
time-honored brand
scenario-based innovation
brand revitalization
single-case study
