“老字号”企业营销创新影响因素的实证分析

An Empirical Analysis on Influencing Factors of Old-Brand Enterprises' Marketing Innovation

营销创新是企业战略创新不可或缺的重要部分,代表着企业为利益相关者创造新的价值和财富,同时削弱企业外部竞争者的能力。有的学者认为,营销创新不足是导致我国"老字号"企业发展陷入困境的主要因素之一。本文基于针对我国"老字号"企业的大规模调查问卷资料,运用Ologit回归模型分析了我国"老字号"企业的营销创新现状及其影响因素,为我国"老字号"企业的营销创新和发展战略创新提供实证性的有益参考。

Marketing innovation is the essence of an enterprise＇s strategic innovation, which not only creates new value and fortune for its stakeholders, but also weakens the capability of its competi- tors. Some scholars pointed out that insufficient innovation of marketing is one of the most important factors for many Chinese old brand companies to be trapped into difficult positions. This paper, based on large scale questionnaire on China＇s old brand enterprises, and used Ologit regression model, ana- lyzes the current situation and influencing factors of Chinese ＂old brand＂ enterprises＇ marketing inno- vation, thus to provide useful reference for ＂old brand＂ companies＇ marketing innovation and develop- ment strategic innovation in China.