品牌生态与中华老字号的品牌演化

Brand Ecology and the Evolution of the brand of China Time-Honored brand

生态隐喻是品牌演化研究的常用方法。中华老字号是重要的民族品牌资源,其品牌历史变迁有着明显的非线性特征,构成了以品牌生态位异动为发展动力、以间断平衡为模式特征的一般演化规律,这也为全面厘清中华老字号品牌兴衰的内外影响因子提供了理论支持。其外生因素主要以商业思潮、商业环境、法律制度为主,而内生因素则以业务弹性、商品特色以及品牌传播方式为重。当前中华老字号复兴的关键在于整合内部资源条件、继承品牌文化基因,具体可从推进政府管理协同与发掘媒体平台优势着手。

Ecological metaphor is always used on the research of brand evolution. As the important national brand resources, the development history of China Time-Honored Brand has distinct nonlinear characteristics. The evolutionary mechanism, driven by the alteration of the brand niche, has shown an evolution trajectory of punctuated equilibrium pattern, which also provides some theoretical supports in clarifying the internal and external influencing factors of the brand development. The external factors mainly include business thoughts, commercial environment and legal system, and the internal consists principally of the elasticity of business scope, the features of products and the way of brand communication. In the current, integrating internal resources and inheriting culture genes should be the key to the brand revival, which could be specifically conducted from both administration collaboration and media integration.