内部管理、外部创新与品牌可持续成长——以老字号企业品牌管理为例

The Internal Management, External Innovation and the Sustainable Growth of Brands --based on the cases of Chinese time-honored enterprises

品牌的可持续成长是每一位品牌管理者的目标与责任。本文运用了多案例分析法，通过选取典型的中国行业老字号企业品牌管理成功与失败的经典正反案例，分析内外部品牌管理的要素，得出品牌的可持续成长取决于基础制度变革、领导力与人力资源保障、价值驱动三个内部管理因素和市场导向的创新、多维营销传播两个外部因素的结论。企业只有重视品牌内外部管理能力的持续培育，协同发展，才能实现品牌的可持续成长。

The sustainable growth of brands is the goal and responsibility of every brand manager. In order to explore the driving factors of brand sustainable growth, this paper chooses the case analysis method through selecting two pairs of polar cases of Chinese time-honored enterprises in typical industry where these enterprises cluster. We find that the sustainable growth of brands depends on the three internal management factors; basic institutional reform, the development of leadership and human resource and the value-driven management and two external marketing factors： market-oriented innovation and integrated marketing communications. Only through the continuous cultivation of these internal management capabilities and external marketing capabilities and getting the balance of these two kinds of capabilities, it is possible for the enterprise to achieve the brand sustainable growth.