CAJ | 학술논문

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。
생태은유시품패연화연구적상용방법。중화로자호시중요적민족품패자원，기품패역사변천유착명현적비선성특정，구성료이품패생태위이동위발전동력、이간단평형위모식특정적일반연화규률，저야위전면전청중화로자호품패흥쇠적내외영향인자제공료이론지지。기외생인소주요이상업사조、상업배경、법률제도위주，이내생인소칙이업무탄성、상품특색이급품패전파방식위중。당전중화로자호복흥적관건재우정합내부자원조건、계승품패문화기인，구체가종추진정부관리협동여발굴매체평태우세착수。
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 inlfuencing 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 speciifcally conducted from both administration collaboration and media integration.