摘要
数字经济改变着人们的生活与工作方式,历史底蕴和文化价值深厚的老字号品牌如何在数字经济时代传承创新、改革发展已成为研究热点。基于2011—2021年天津老字号企业面板数据,构建时间、个体双向固定效应模型和中介效应模型,探究企业数字化转型对品牌竞争力的影响及其作用机制。结果表明,老字号企业数字化转型能够显著提升品牌竞争力,企业创新水平对数字化转型提升品牌竞争力具有中介作用。基于此,对老字号企业转型发展提出相关对策建议,促进老字号企业利用数字化转型推动品牌发展,提升竞争力。
Digital economy has profoundly changed the way of life and work.How to inherit,innovate,reform and develop time-honored brands with profound historic heritage and cultural value in digital economy era has caught people′s attention.With the panel data of Tianjin′s time-honored brand enterprises from 2011 to 2021,this paper constructs a two-way fixed effect model based on time and individual and a mediating effect model to explore the relationship and mechanism between digital transformation of enterprises and brand competitiveness.The results indicate that digital transformation can significantly enhance the brand competitiveness of time-honored brand enterprises,and the innovation level of enterprises plays a mediating role.Based on the above,the paper puts forward relevant countermeasures and suggestions for the time-honored brand enterprises to make better use of digital transformation to promote brand development and enhance competitiveness.
作者
潘旭华
马雅婷
PAN Xuhua;MA Yating(School of Electronic and Computer Engineering,Tianjin University of Commerce,Tianjin 300134,China;School of Sciences,Tianjin University of Commerce,Tianjin 300134,China)
出处
《天津商业大学学报》
2024年第3期44-50,共7页
Journal of Tianjin University of Commerce
基金
天津市研究生科研创新项目“数字经济助力津门老字号企业传承与发展对策研究”(2022SKYZ316)。
关键词
数字化转型
老字号
品牌竞争力
固定效应模型
中介效应模型
digital transformation
time-honored brands
brand competitiveness
fixed effect model
mediating effect model
