云南老字号品牌持续营销力构建及绩效提升路径

楚雄师范学院学报 ›› 2025, Vol. 40 ›› Issue (3): 136-149.

云南老字号品牌持续营销力构建及绩效提升路径

李翔宇, 邱琳钧

楚雄师范学院管理与经济学院,云南楚雄 675000

收稿日期:2025-02-03 出版日期:2025-05-20 发布日期:2025-07-01
作者简介:李翔宇（1986–）,男,讲师,博士研究生,研究方向为老字号品牌营销、营销理论中国化。

Paths for Sustainable Marketing Capability Construction and Performance Enhancement for Time-Honored Brands of Yunnan

LI Xiangyu, QIU Linjun

School of Management and Economics, Chuxiong Normal University, Chuxiong, Yunnan Province 675000

Received:2025-02-03 Online:2025-05-20 Published:2025-07-01

摘要/Abstract

摘要： 传承老字号品牌是一项长期任务,企业必须及时应对环境变化以避免陷入发展停滞的困境。本研究强调,老字号品牌的持续发展关键在于构建其持续的营销能力。然而,目前对于培育老字号品牌的持续营销能力及其效果的研究尚显不足。因此,本研究聚焦于持续营销能力,整合了其形成的前因及其带来的效果。以云南老字号品牌所属企业为研究对象,主要调查了云南省52家老字号企业的管理人员和部分员工,构建了研究模型。研究发现,积极的双元学习对企业塑造持续营销能力及提升企业绩效具有显著的促进作用。此外,持续营销能力在双元学习与企业绩效之间起到中介作用;政策和市场环境的优化进一步增强了持续营销能力对企业绩效的正面影响。本研究为老字号企业培育持续营销能力提供了方法,并为企业保持竞争力和开展长期管理提供了有益的启示。

关键词: 云南老字号品牌, 探索式学习, 利用式学习, 持续营销力, 企业绩效

Abstract: The inheritance of time-honored brands is a long-term task and all enterprises concerned must respond promptly to environmental changes to avoid stagnation. This study emphasizes that the key to sustainable development of time-honored brands lies in the construction of their enduring marketing capabilities. However, research on the cultivation and effects of sustainable marketing capabilities for time-honored brands remains insufficient. Therefore, this study focused on sustainable marketing capability and integrated its underlying reasons and their outcomes. Using enterprises behind Yunnan's time-honored brands as the research context, this study primarily surveyed managers and employees from 52 time-honored enterprises in Yunnan Province and developed a research model. The findings reveal that active ambidextrous learning significantly facilitates the development of sustainable marketing capabilities and enhances enterprise performance. Sustainable marketing capability mediates the relationship between ambidextrous learning and enterprise performance. The optimization of policy and market environments further strengthens the positive impact of sustainable marketing capability on enterprise performance. This study provides methods for cultivating sustainable marketing capabilities in time-honored enterprises and offers valuable insights into maintaining competitiveness and implementing long-term management strategies.

Key words: time-honored brand of Yunnan, exploratory learning, exploitative learning, sustainable marketing capability, enterprise performance

中图分类号:

F274

李翔宇, 邱琳钧. 云南老字号品牌持续营销力构建及绩效提升路径[J]. 楚雄师范学院学报, 2025, 40(3): 136-149.

LI Xiangyu, QIU Linjun. Paths for Sustainable Marketing Capability Construction and Performance Enhancement for Time-Honored Brands of Yunnan[J]. Journal of Chuxiong Normal University, 2025, 40(3): 136-149.

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