基于双元性视角的老字号品牌营销策略创新研究——以餐饮业为例

Research on the Marketing Strategy Innovation of Time-Honored Brands from the Perspective of Organizational Ambidexterity—A Case Study of the Catering Industry

摘要: 随着现代市场竞争的加剧和数字化趋势的发展，老字号品牌如何通过有效的品牌管理实现持续发展已成为重要的研究课题。本研究以某餐饮老字号品牌为案例，探讨其在数字营销环境下的品牌重塑与市场拓展策略，从双元性理论视角出发，分析老字号品牌在“传承”与“创新”之间的动态平衡。通过深度访谈和网络数据分析发现，老字号企业具有明显的资源优势和良好的顾客口碑，但也存在消费者老龄化、创新不足、营销方式单一等问题。研究提出应持续保护核心特色菜品，强化品牌文化传承；同时加快产品创新，拓展线上渠道，优化管理人才体系，实现品牌的活化与可持续发展。本研究对双元性理论在品牌管理领域的应用进行了深入探索，也为类似老字号企业提供了实践启示。

Abstract: With the intensification of market competition and the rise of digitalization, how time-honored brands can achieve sustainable development through effective brand management has become a critical research topic. This study takes a traditional catering brand as a case to explore its brand revitalization and market expansion strategies in the context of digital marketing. Grounded in the theory of organizational ambidexterity, it analyzes the dynamic balance between “heritage” and “innovation” in brand development. Based on in-depth interviews and online data analysis, the study finds that while such brands enjoy strong resource advantages and favorable customer reputation, they also face challenges such as an aging customer base, insufficient innovation, and limited marketing channels. The research proposes strategies including preserving signature dishes, strengthening cultural heritage, accelerating product innovation, expanding digital channels, and optimizing talent structures, in order to rejuvenate the brand and ensure long-term growth. This study contributes to the application of ambidexterity theory in brand management and offers practical implications for the transformation of other time-honored enterprises.