摘要
传承和发展是传统品牌面临的主要问题,目前多数百年品牌是以家族企业的组织形式存在,然而家族企业对品牌传承的影响机理却尚未明晰。本文通过对福建坦洋工夫红茶行业的多案例研究,揭示家族企业影响品牌传承的原因和过程。研究发现,家族企业品牌顺利传承的关键在于技艺的顺利流传,而影响技艺流传的根源来自社会情感财富的存在,即社会情感财富通过技艺中介影响品牌传承。进一步地,将泛家族企业组织形式纳入研究范围后,结论依旧稳健。最后,本文总结出(泛)家族企业品牌传承的路径——从社会情感财富到技艺流传。本文的研究丰富并发展了家族企业品牌传承的理论研究,并对保护和传承传统品牌提供了理论指导和借鉴。
Inheritance and development are the main problems faced by traditional brands.At present,most brands for hundreds of years are in the form of family businesses.However,the influence mechanism of family businesses on brand inheritance has not yet been clarified.This paper reveals the reasons and processes of family business influencing brand heritage through multiple case studies of the Fujian Tanyang Gongfu black tea industry.It is found that the key to the success of family business brands lies in the smooth spread of craftsmanship,and the root of the impact on the spread of craftsmanship comes from the existence of social emotional wealth,which is,social emotional wealth affects brand inheritance through technical intermediaries.Further,considering the organizational form of the pan-family business,the conclusion is still stable.In the end,this paper builds a path model of the(pan)-family business brand inheritance:from social emotional wealth to the transfer of craftsmanship.This paper enriches and develops the theoretical research of family business brand inheritance,and provides theoretical guidance and reference for protecting and inheriting traditional brands.
作者
吴炯
黄紫嫣
WU Jiong;HUANG Ziyan(Donghua Universtiy,Shanghai 200050)
出处
《经济与管理研究》
CSSCI
北大核心
2020年第5期125-144,共20页
Research on Economics and Management
关键词
家族企业
品牌传承
社会情感财富
技艺
案例研究
family business
brand inheritance
social emotional wealth
craftsmanship
case study
作者简介
吴炯,东华大学管理学院教授、博士生导师,上海,200050;黄紫嫣,东华大学管理学院硕士研究生。
