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论文编号：	14137
作者编号：	2120213323
上传时间：	2023/6/14 10:31:45
中文题目：	老字号品牌传承对企业可持续竞争优势的影响——动态能力和数字化导向的调节作用
英文题目：	Influence of Brand Heritage on Sustainable Competitive Advantage of Time-honored Brands -- the Moderating Role of Dynamic Capability Digital Orientation
指导老师：	刘建华
中文关键字：	老字号品牌传承；动态能力；可持续竞争优势；数字化导向；品牌传承； 数字化转型
英文关键字：	inheritance of time-honored brands; dynamic capabilities; sustainable competitive advantage; digital orientation; brand heritage; digital transformation
中文摘要：	中华老字号的生存和发展越来越受到学术界的关注，过去已有诸多研究聚焦于老字号面临的经营困境，探索老字号的经营出路。鉴古而知今，彰往而察来，中国企业平均寿命在5年以上的并不常见（经济日报 2016），民营企业的平均寿命仅有3.7年。企业首先要保证活下来，然后考虑如何活得好，最后尽力活得久。那些能够穿越历史周期存活下来的品牌和企业是罕见的。与此相比，中华老字号的平均年龄为何能超过150岁，本身就是一件值得研究的事。 目前学术界对于老字号品牌传承的研究还处于早期阶段，鲜有研究将老字号的品牌传承与企业可持续竞争优势联系起来。老字号在几十年上百年的经营中，遭遇过市场、政治、制度等变化，历经风雨依然存在，甚至有些老字号在数字时代获得了更强的竞争力，如广誉远、片仔癀、西安饭庄和五芳斋等。经营中，老字号非常强调自身的品牌传承。但老字号品牌传承对于企业的竞争优势究竟有何影响，具体作用机制如何，目前还不清楚。 当前企业数字化转型越来越受到学术界关注，多数研究认为企业应抓住数字变革的机会，在企业内部实施数字化变革。数字化导向这一概念的出现表明企业想要顺利进行数字化转型需要遵从一定的指导原则，不能不顾自身实际状况盲目转型。数字化转型首先是战略问题，需要组织内部形成数字战略导向。大多数研究认为老字号应进行数字化转型，但鲜有学者研究数字化导向对老字号数字化转型的意义。老字号具备品牌传承是其与其他企业的重要区别，这也是老字号的独特资源。在数字时代转型，老字号需要关注如何通过数字化放大自身优势，不能盲目进行数字化。 本研究通过问卷调查和实证分析的方法，首先梳理汇总了老字号品牌传承、动态能力、可持续竞争优势和数字化导向的成熟量表，分析了各变量之间的关系，研究结果发现：（1）老字号品牌传承对于提升老字号企业的可持续竞争优势有着积极作用，实证结果表明老字号品牌传承五个维度（商道传承、精神传承、产品传承、历史传承、地域传承）中，精神传承对老字号企业可持续竞争优势的影响最为显著；（2）本研究发现企业的动态能力在老字号品牌传承的某些维度与企业可持续竞争优势之间具有调节作用，其中动态能力在老字号品牌传承中的商道传承、精神传承对老字号可持续竞争优势之间起到正向调节作用，在产品传承与企业可持续竞争优势之间起负向调节作用，但对历史传承和地域传承与企业可持续竞争优势之间没有调节作用；（3）本研究发现数字化导向在老字号品牌传承与可持续竞争优势之间具有调节作用，实证结果显示数字化导向在商道传承、精神传承和历史传承对企业可持续竞争优势的影响中起正向调节作用，在产品传承与企业可持续竞争优势之间起负向调节作用，但是对地域传承与企业可持续竞争优势之间没有调节作用。
英文摘要：	The survival and development of Time-honored brands is receiving increasing academic attention, and many studies have been conducted in the past to focus on the business dilemmas faced by long-established companies and to explore the ways out of their business. It is not common for Chinese enterprises to have an average lifespan of more than five years (Economic Daily 2016), and the average lifespan of private enterprises is only 3.7 years. Enterprises must first ensure that they survive, then consider how to live well, and finally try to live long. Those brands and companies that have survived through historical cycles are rare. In contrast, how the average age of Chinese old brands can exceed 150 years is a matter worthy of study in itself. At present, academic research on the brand heritage of time-honored brands is still at an early stage, with few studies linking the brand heritage of time-honored brands with sustainable competitive advantages of enterprises. In decades and centuries of operation, time-honored brands have encountered market, political and institutional changes and have survived through thick and thin, and some have even gained stronger competitiveness in the digital age, such as Guang You Yuan, Pientzehuang, Xi'an Restaurant and Wu Fang Zhai. In business, time-honored brands place great emphasis on their own brand heritage. However, it is still unclear what impact the brand heritage of time-honored brands has on the competitive advantage of enterprises and what the specific mechanism of action is. Digital transformation is currently receiving increasing academic attention, with most research suggesting that companies should seize the opportunity of digital change and implement it within organization. The emergence of the concept of digital orientation suggests that companies need to follow certain guiding principles in order to successfully transform digitally, and not just ignore their own realities. Digital transformation is first and foremost a matter of strategy and requires a digital strategic orientation within the organization. Most research suggests that time-honored brands should undergo digital transformation, but few scholars have examined the significance of digital orientation for digital transformation of time-honored brands. The fact that time-honored brands have a brand heritage is an important difference between them and other companies, and this is a unique resource for time-honored brands. In the digital era of transformation, time-honored brands need to focus on how to amplify their strengths through digitalization, and not to digitize blindly. This study uses questionnaires and empirical analysis to firstly sort out and summarize the mature scales of time-honored brands, dynamic capability, sustainable competitive advantage and digital orientation, and analyze the relationship between the variables, and the results of the study find that: (1) inheritance of time-honored brands has a positive effect on enhancing the sustainable competitive advantage. The empirical results show that among the five dimensions of inheritance of time-honored brands (business heritage, spiritual heritage, product heritage, historical heritage and regional heritage), spiritual heritage has the most significant impact on the sustainable competitive advantage; (2) this study finds that the dynamic ability plays a moderating role between certain dimensions of inheritance of time-honored brands and sustainable competitive advantage, dynamic capabilities play a positive moderating role between business heritage and spiritual heritage on sustainable competitive advantage, and a negative moderating role between product heritage and sustainable competitive advantage, but not between historical heritage and geographical heritage on sustainable competitive advantage; (3) this study finds that digital orientation has a moderating effect between inheritance of time-honored brands and sustainable competitive advantage, and the empirical results show that digital orientation plays a positive moderating effect in the influence of business ethics heritage, spiritual heritage and historical heritage on sustainable competitive advantage. The empirical results show that digital orientation negatively moderates the relationship between product heritage and sustainable competitive advantage, does not moderate the relationship between geographical heritage and sustainable competitive advantage.
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