数智技术赋能老字号企业电商转型演进机制研究——基于五芳斋的纵向案例分析

Evolutionary Mechanism of Intelligent Technology Empowering E-Commerce Transformation of Time-Honored Brands—A Longitudinal Case Study of Wu Fang Zhai

摘要: 在数字经济向智能经济跃迁的时代语境下，中华老字号企业面临着“组织惯性”束缚与“敏捷响应”需求之间的深刻矛盾。本研究选取百年老字号“五芳斋”为纵向单案例研究对象，以动态能力理论为主线，并结合组织双元性视角，深入剖析其从信息化起步到AI深度赋能的电商转型全过程。研究发现，老字号企业的转型遵循“基础连接–数据赋能–智能引领”的阶梯式演进逻辑。更重要的是，AI技术通过三种微观机制重构了企业的动态能力：(1) 粒度细化机制，通过将市场感知从宏观统计下沉至微观场景，驱动“感知能力”的高分辨率跃升；(2) 时效压缩机制，通过实时算法替代周期性计划，实现“把握能力”的零时差配置；(3) 知识显性化机制，将可结构化的隐性工匠经验与品牌资产转化为可复用的算法资产，推动“重组能力”的自动化迭代。本研究构建了“AI技术驱动的老字号企业动态能力演进模型”，并从组织双元性视角揭示AI如何作为“文化中介者”，在“守正”(工艺传承)与“出奇”(智能变革)之间推动认知整合与资源再配置，从而缓释传承与创新的张力，为存量竞争时代传统企业的现代化转型提供理论洞见与实践启示。

Abstract: As the digital economy shifts toward an intelligent economy, China’s time-honored brands face tensions between organizational inertia and agile responsiveness. Using Wu Fang Zhai as a longitudinal single-case study, this research applies dynamic capabilities theory with an organizational ambidexterity lens to examine its e-commerce transformation from informatization to deep AI enablement. The findings reveal a stepwise path of “basic connectivity-data enablement-intelligent leadership”. AI reshapes dynamic capabilities through three micro-mechanisms: (1) granularity refinement, enhancing sensing by moving from aggregates to micro-scenarios; (2) timeliness compression, enabling near-zero-lag seizing via real-time algorithms; and (3) knowledge codification, converting codifiable tacit craftsmanship know-how and brand assets into reusable algorithmic assets to support iterative reconfiguration. The study proposes an AI-driven evolutionary model and shows how AI, as a “cultural mediator”, facilitates cognitive integration and resource reallocation between heritage preservation and intelligent transformation, easing the tension between tradition and innovation.