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因时代发展与市场机制转型,老字号的生态空间发生重大转变。以生态空间迁移视角对传统老字号成因机理进行研究,发现企业文化、品牌管理与商业模式等要素对老字号发展具有后天可复制性;相反,时代特征、居民消费结构、企业世袭机制、区域消费生态群落等要素对老字号发展却具有先天不可替代性。因此,老字号发展应全面审视自身在生态空间迁移中的先后天条件,并遵循价值定位、互动机制、管理机制和运营机制等重建原则,走好重塑老字号品牌之路。
Due to the development of the times and the transformation of the market mechanism, the ecological space of the old name has undergone a major change. In the perspective of ecological space migration, the paper studies the genesis mechanism of the old and the oldest, and finds that factors such as corporate culture, brand management and business model are acquired and reproducible by the time-honored development. On the contrary, the characteristics of the times, resident consumption structure, enterprise heredity mechanism, Other factors such as the development of the old but have innate irreplaceability. Therefore, the development of old and new development should comprehensively examine the conditions of successive days in the migration of ecological space and follow the reconstruction principle of value orientation, interaction mechanism, management mechanism and operating mechanism, and take the road of reshaping the old brands.