生态空间迁移视角下老字号成因机理研究

A Study on the Formation of Time-honored Enterprises from a Perspective of Ecological Space Migration

因时代发展与市场机制转型,老字号的生态空间发生重大转变。以生态空间迁移视角对传统老字号成因机理进行研究,发现企业文化、品牌管理与商业模式等要素对老字号发展具有后天可复制性;相反,时代特征、居民消费结构、企业世袭机制、区域消费生态群落等要素对老字号发展却具有先天不可替代性。因此,老字号发展应全面审视自身在生态空间迁移中的先后天条件,并遵循价值定位、互动机制、管理机制和运营机制等重建原则,走好重塑老字号品牌之路。

Great changes have taken place to the ecological space of those time-honored enterprises due to the development of times and the transformation of market mechanism. In the study on the reasons which contributed to the establishment of these respectable companies with a long history from a perspective of ecological space migration,a discovery is made that factors such as company culture,brand management and commercial mode are reproducible,but other factors such as temporal characteristics,consuming structure,hereditary system and regional consuming ecological group,etc. are not for the development of these enterprises. Therefore,a company of that type shall hold a thorough investigation about both of its innate and postnatal conditions in the ecological space migration,and follow principles of value proposition,interactive mechanism,administrative mechanism and operational mechanism in the reconstruction of these time-honored brands.