随着经济的不断发展,市场竞争日趋激烈,老字号企业面临着前所未有的机遇和挑

战。老字号品牌是我国民族商业文化的精华,具有深厚的文化底蕴,然而目前大多数老

字号品牌创新意识薄弱,面对技术和环境变化的严峻挑战,不断遭遇各种发展瓶颈,举

步维艰,惨淡经营,甚至逐渐淡出商业市场。许多国内外专家学者对老字号进行了多角

度的研究,探讨老字号如何持续品牌创新之路。

本研究在前人文献的基础上,分析了组织学习(Organizational Learning)、企业动

态能力(Dynamic Capability)和老字号品牌创新(Time-honored Brand Innovation)之间的关

系。以组织学习为自变量,从学习承诺、共同愿景、开放心智三个维度进行测量;以企

业动态能力为中介变量,从外部感知能力和组织行动能力二个维度进行测量;以老字号

品牌创新为因变量,从生产工艺创新和市场营销创新二个维度进行测量,进而展开上述

维度间的实证研究,讨论组织学习与企业动态能力的关系,企业动态能力与老字号品牌

创新之间的关系,最后验证了企业动态能力的中介作用。

在研究过程中,通过问卷调查的方式,以老字号企业为调查对象,根据收集到的112

份有效问卷,利用SPSS软件进行相关分析。研究得出的结论是:组织学习对企业动态能

力有正向影响,这表明企业对知识的重视会加强企业内在的动态能力;组织学习对老字

号品牌创新的正向影响并不显著,这跟老字号企业长期以来固守传统,不求创新有很大

的关系;企业的外部感知能力对老字号品牌创新有正向影响,企业的组织行动能力对老

字号市场营销创新没有正向影响,原因可能是老字号资源配置不均,导致培育市场成长

的方向产生偏差;企业动态能力在组织学习与老字号品牌创新之间起着中介作用,老字

号企业应通过各种学习方式来加强外部感知能力和组织行动能力,保持对市场的敏感

度。

以上结论有助于老字号企业通过组织内部学习,增强自身的动态能力和企业活力,

厚积薄发,在市场竞争中接受洗礼,使文化价值和历史价值转化为市场价值,保持创新

和持续成长,为老字号企业走出困境提供可行性的建议和参考。

关键词:老字号;组织学习;动态能力;品牌创新

第n页
华东理工大学硕士学位论文

A Study on the Impact of Organizational Learning to

Time-honored Brands Innovation

Abstract

With the continuous development of economy and increasing market competition, China

Time-honored brands are facing unprecedented opportunities as well as challenges. Actually

they are the essence of our national business culture with a rich heritage. Currently most of

Time-honored brands are lack of innovation. Facing to the challenges, Timed-honored brands

have been encountering various kinds of difficulties and bottlenecks in development, some of

them even quit from commercial market. Many experts and scholars make their efferts on

such studies from different angles to explore the sustainable growth for Time-honored com

panies.

On the bases of reviewing papers from others, some hypotheses are supposed in this pa

per by structural equation modeling. Here, organizational learning is regarded as independent

variable, dynamic capability as mediating variable and Time-honored brand innovation as

depent variable to be discussed on relationship among them.

In the research,a survey is done to the time-honored brand enterprises to discuss how to

enhance company vitality, play their advantages through organizational learning in the market

competition. All the data is collected from 112 effective questionairs, SPSS is the main tool to

analyse the descriptive statistics, reliability analysis, relativity and congression.

The conclusions show that: organizational learning is positive to dynamic capability,

commitment to learning is positive to Time-honored manufacture process, that means if en

terprise pays more attention to study, it will enhance dynamic capability of the enterprise from

inner side. Open-mind is positive to Time-honored sales and marketing innovation, external

perception is positive to Time-honored brand innovation, organizational performance is posi

tive to Time-honored manufacture process, external perception is the mediation between or

ganizational learning and Time-honored sales and marketing innovation, and organizational

performance is the mediation between organizational learning and Time-honored manufacture

process innovation. Time-honored enterprises are supposed to strengthen the dynamic capa

bility by various method of learning to keep sensive to the market.

Time-honored brands shall present their market value besides culture value and historical

value with sustainable development and innovation. Hope this paper helps to provide some

suggestions and reference for those survival enterprises with theoretical and practical signifi

cance.

Key words: Time-honored Brand, Organizational Learning, Dynamic Capability,

Brand Innovation