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论文编号：	13948
作者编号：	2120213322
上传时间：	2023/6/6 21:17:01
中文题目：	品牌传承对老字号企业绩效的影响研究 ——品牌资产的中介和动态能力的调节作用
英文题目：	Research on the Influence Mechanism of Brand Inheritance on the Performance of Time-honored Firms --The Mediating Effect of Brand Assets and The Moderating Effect of Dynamic Capability
指导老师：	刘建华
中文关键字：	品牌传承 品牌资产 动态能力 老字号 企业绩效
英文关键字：	brand heritage; brand assets; dynamic capability; time-honored brand; enterprise performance
中文摘要：	老字号再次受到政府和社会的关注，其发展状况也成为了各方面关心的焦 点。目前，老字号企业绩效增长受阻的问题依然普遍；很多老字号传承了几十年 甚至上百年的技艺因为大机器生产的冲击有失传的危险；老字号传承的价值观 因为西方管理学的流行而面临被抛弃的风险；老字号品牌资产的历史文化内核 被架空，仅留下商标孤悬在产品包装以及店铺门面上。以上老字号面临的困难， 催促着我们思考：如何破解老字号企业绩效提高困难的问题？品牌传承对于老 字号企业绩效又会产生怎样的影响？老字号的品牌资产又该如何发挥作用？ 基于以上问题，本研究分析了品牌传承对于老字号企业绩效的影响。首先， 本研究重视将其放到中国本土文化的特殊情景之中去考虑，选择将老字号品牌 传承划分为商道传承、精神传承、产品传承、历史传承、地域传承五个维度。同 时本文结合相关研究，将品牌资产划分为了浅层品牌资产和深层品牌资产。本研 究通过实证分析证明了，产品传承除了可以直接正向显著影响老字号企业绩效， 还可以通过深层品牌资产的中介作用对老字号企业绩效产生显著正向影响。精 神传承、历史传承和地域传承只有通过深层品牌资产的中介作用才能影响老字 号企业绩效。而商道传承既无法直接也无法通过深层品牌资产的中介作用对老 字号企业绩效产生显著影响。与一般企业不同，浅层品牌资产无法对老字号企业 绩效产生显著影响，因此无法发挥中介作用。引入动态能力作为调节变量，证明 了动态能力越强，深层品牌资产对精神传承、产品传承、历史传承和地域传承影 响老字号企业绩效过程中的中介作用就越强。基于实证分析结果，本文通过分析 老字号浅层品牌资产以及深层品牌资产在品牌资产总体中的不同来源以及不同 占比，尝试性的解释了老字号的高品牌资产没有直接带来高企业绩效的原因。 本研究的主要贡献包括运用实证研究方法证明了品牌传承内部各维度对于 老字号企业绩效的各自影响，打开了品牌传承对于老字号企业绩效产生影响的 具体路径的“黑箱”，同时通过对于品牌资产的创新性划分，发现了老字号品牌 资产相比于一般企业品牌资产影响企业绩效的特殊性，解释了老字号企业的高 品牌资产没有带来高企业绩效的原因。
英文摘要：	The time-honored brand has once again attracted the attention of the government and society, the economic, historical, cultural and spiritual values with it have been rediscovered, and its development has become the focus of attention from all sides. At present, the growth of time-honored enterprises performance is still commonly hindered; Many handicrafts that have been passed down for decades or even hundreds of years are in danger of being lost due to the impact of large machine production; The values and norms of time-honored brands are also at risk of being abandoned due to the popularity of Western management; The brand assets, the history and the culture of time-honored enterprises have been emptied, leaving only the trademark hanging alone on the product packaging and store facades; In a dynamic environment, the historical, cultural and spiritual influence of time-honored brands is fading. The difficulties faced by the time-honored brands urge us to think: how to solve the problem of difficulty in improving the performance of time-honored enterprises? What impact will inheritance, especially brand inheritance, have on the performance of time-honored enterprises? How do brand assets of time-honored enterprises work? Based on the above questions, this study analyzes the impact of brand inheritance on the performance of time-honored enterprises. First of all, due to the traditional culture and ethnic attributes of time-honored brands, this study attaches importance to considering them in the special context of Chinese local culture, so this study chooses to divide the brand inheritance into five dimensions: business inheritance, spiritual inheritance, product inheritance, historical inheritance, and regional inheritance. And this study will innovatively divide brand assets into shallow brand assets and deep brand assets from a corporate perspective. Through empirical research, this study proves that among the dimensions of brand inheritance, only product inheritance can directly positively and significantly affect the performance of time-honored enterprises. Different from ordinary enterprises, shallow brand equity cannot have a significant impact on the performance of time-honored enterprises, so it cannot play an intermediary role, while spiritual inheritance, product inheritance, historical inheritance and regional inheritance can have a significant, positive impact on the performance of time-honored enterprises through the intermediary role of deep brand assets. Business inheritance can not only directly positively and significantly affect the performance of time-honored enterprises but also though the intermediary role of deep brand assets. As a moderating variable, dynamic capability will have a positive moderating effect on the mediating effect of deep brand equity on spiritual inheritance, product inheritance, historical inheritance and regional inheritance affecting the performance of time-honored enterprises, that is, the higher the dynamic capability, the stronger the mediating effect of deep brand assets on spiritual inheritance, product inheritance, historical inheritance and regional inheritance affecting the performance of time-honored enterprises. Based on the empirical analysis results, this paper attempts to explain the reason why the high brand assets of time-honored brands do not directly mean high performance of time-honored enterprises by analyzing the different proportions and sources of brand assets in the overall brand assets. This study focuses on the internal resources of time-honored enterprises, and believes that using internal resources to improve performance will be a low-cost and low-risk path, which is more suitable for today's time-honored enterprises. Based on this, the main contributions of this study include the use of empirical research methods to prove the respective influences of various dimensions of brand inheritance on the performance of time-honored enterprises, opening the "black box" of the specific path of brand inheritance on the performance of time-honored enterprises, and discovering the particularity of the impact of time-honored brand assets on time-honored enterprises performance compared with the brand assets of general enterprise through the innovative division of brand assets, and explaining the reason why the high brand assets of time-honored enterprises do not bring high enterprise performance.
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