| 机会窗口、文化传承与老字号创新成长 |
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| 引用本文： | 杨桂菊,徐秀秀,曲旸.机会窗口、文化传承与老字号创新成长[J].科学学研究,2020,38(12):2271-2281. |
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| 作者姓名： | 杨桂菊 徐秀秀 曲旸 |
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| 作者单位： | 1. 华东理工大学 商学院;2. 华东理工大学; |
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| 摘 要： | 老字号品牌怀旧与激活的相关研究，难以解决新时代、新需求背景下的老字号创新成长问题。机会窗口理论提供了老字号识别与把握市场需求与技术转变等多种机会，围绕文化资源，实现创新成长的理论支持。百雀羚的案例研究表明：（1）传承传统文化，实施基于文化特色的产品和营销创新，是老字号打造差异化竞争优势，实现创新成长的有效路径。（2）识别机会窗口，将机会与文化资源相结合，实施与之相匹配的创新行为，是老字号突破发展困境，实现创新成长的前提和基础。（3）塑造品牌文化特色，提炼品牌文化内核、传播传统文化理念，是老字号识别与开发机会，对文化资源进行差异化经营的有效策略。
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| 关 键 词： | 老字号 机会窗口 文化传承 创新成长 |
| 收稿时间： | 2019-11-27 |
The window of opportunity，Cultural heritage and Time-honored enterprises innovative development path——A Case Study of Pechoin |
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| Abstract: | The research on nostalgia and activation of time-honored brands is difficult to solve the problem of innovation and growth of time-honored brand under the background of new era and new demand. The window of opportunity theory provides a variety of opportunities for time-honored brand to identify and grasp the market demand and technological transfer, implement product and marketing innovation around cultural resources, break through the development dilemma and realize sustainable development. Based on the exploratory case study, the results show that:(1) Inheriting traditional culture and implementing culture-based product and marketing innovation are effective ways for time-honored brands to build differentiated competitive advantages and realize innovation and catch up. (2) Identifying market and technology opportunities, combining opportunities with cultural resource, are the premise and foundation for time-honored brands to break through the development dilemma and realize innovative growth. (3) Building brand cultural characteristics, refining the core of brand culture and spreading traditional cultural concepts are the effective strategies to identify and develop time-honored brands and to conduct differentiated management of cultural resources. |
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