摘 要 企业数字化转型如火如荼，理论上已成为学术界关注的热点。老字号企业是历史悠久、品牌知名、具有独特产品或服务的传统企业，通常兼具品牌价值、经济价值和文化价值。随着数字经济与实体产业的深度融合，老字号企业积极利用数字化技术和互联网平台开拓市场，在业界也掀起了数字化转型的热潮。但老字号企业数字化转型的机遇和挑战并存。一方面，老字号企业由于经营意识和能力的限制，长期故步自封，“老”“旧”“弱”等仍是数字化转型的主要障碍，转型步伐缓慢甚至停滞不前。另一方面，诸多老字号企业的数字化转型效果并不乐观。原因可能在于一味地套用数字技术，只关注创新发展，而忽视老字号真实性这一传承要素，且未能有效辨别现有哪些业务需与数字资源相结合、哪些业务需要坚守原状，即未能很好处理老字号传承与创新的关系。且遗憾的是，鲜有学者在理论上关注能够解决老字号传承与创新矛盾的数字化转型的形成机制。探究老字号数字化转型的过程，归纳出转型的机制及其内在逻辑迫在眉睫。
因此，本文从老字号真实性和数字资源编排视角出发，主要聚焦以下研究问题：老字号企业在数字化转型不同阶段如何平衡真实性管理与数字资源编排实现最优区分？老字号数字化转型遵循什么逻辑，以及如何实现数字化转型。通过选取光明乳业和古井贡酒这两家老字号企业，采用归纳式双案例研究方法，从传承与创新视角探究了老字号企业数字化转型的演变逻辑和转型机制。本文发现，老字号企业数字化转型的实现是将真实性要素和数字资源简单拼凑、探索开发和协奏共享的资源配置过程，通过真实性管理与数字资源编排耦合传承与创新关系以实现最优区分。同时，数字化转型的演变遵循数字知识逻辑，通过数字化知识搜寻、知识生产和知识共享实现数字化转型。
本文的研究成果弥补了数字化转型中传承与创新悖论管理研究不足形成的研究缺口，为后续老字号企业数字化转型的理论探索与实践提供新的参考。首先，本文基于中华老字号企业数字化转型的探索性研究，有助于补充和拓展现有数字化转型理论的适用范畴，揭示新的理论规律。其次，本文提出通过真实性管理与数字资源差异化编排的动态平衡实现老字号企业数字化转型的实现机制，为解决数字化转型下传承与创新的悖论问题提供了新的、系统化的见解，印证了最优区分在战略转型中能够有效解决传承与创新的悖论问题。最后，本文解构的老字号企业数字化转型演变逻辑，将数字化知识逻辑研究拓展到老字号数字化转型情境中，形成对老字号数字化转型的逻辑构建和理论拓展。
关键词 老字号；数字化转型；演变逻辑；转型机制；传承与创新
Abstract The digital transformation of enterprises is in full swing and has become a hot topic in academia. Time-honored enterprises are traditional enterprises with a long history, well-known brands and unique products or services, which usually have both brand value, economic value and cultural value. With the deep integration of the digital economy and real industry, time-honored enterprises actively explore the market through digital technology and internet platforms, which has sparked a wave of digital transformation in the industry. However, the opportunities and challenges coexist in the digital transformation of time-honored enterprises. On the one hand, due to the limitations of business awareness and ability, the main obstacles to digital transformation still include 'old', 'old' and 'weak'. Thus, the transformation pace of time-honored enterprises is slow or even stagnant. On the other hand, the digital transformation effect of some time-honored enterprises is not optimistic. The reason may be that they focused on innovation by applying digital technology blindly without inheriting the authenticity of time-honored brands. Moreover, they failed to effectively identify which existing businesses need to be combined with digital resources and which businesses need to stick to the status quo, that is, failing to deal well with the relationship between the heritance and innovation in time-honored enterprises. Unfortunately, few scholars have concerned the digital transformation mechanism and realization modes theoretically that can solve the contradiction between the heritage and innovation of time-honored brands. It is urgent to explore the process of digital transformation of time-honored brands and conclude the transformation mechanism and its logic.
Therefore, from the perspective of the authenticity of time-honored enterprises and the allocation of digital resources, this paper mainly focuses on the following topics: (1) how to balance authenticity management orchestration to achieve optimal differentiation in different stages of digital transformation? (2) What logic is followed? (3)And how to achieve digital transformation. By selecting two time-honored enterprises, Bright Dairy and Gujing Gong Wine, This paper explores the evolution logic and mechanism of the digital transformation of time-honored enterprises by the inductive double case study method. This paper finds that the digital transformation of time-honored enterprises is a resource allocation process that coupling authenticity elements and digital resources through simple patchwork, exploration development and concerto sharing, and the coupling of inheritance and innovation through authenticity management and digital resource orchestration is achieved to achieve optimal differentiation. Meanwhile, the evolution of transformation follows the logic of digital knowledge including digital knowledge generation and digital knowledge sharing.
This article makes up the research gap caused by the lack of research on the paradox of inheritance and innovation management in digital transformation, and provides new references for the theoretical exploration and practice of digital transformation of time-honored enterprises in the future. Firstly, based on exploratory research on the digital transformation of China time-honored brand enterprises, this paper helps to expand the scope of application of existing theories of digital transformation, and reveals new principles of theory. Secondly, this article proposes a mechanism for the digital transformation of time-honored enterprises through dynamic balance between authenticity management and differentiated arrangement of digital resources, providing new and systematic insights into solving the paradox of inheritance and innovation under digital transformation, which confirms that optimal differentiation can effectively solve the paradox of inheritance and innovation in strategic transformation. Finally, this paper deconstructs the evolution logic of digital transformation of time-honored enterprises, expands the research on digital knowledge logic to the context of digital transformation of time-honored enterprises, which forming a logical construction and theoretical extension of the digital transformation of time-honored enterprises.
Key Words Time-honored Enterprise; Evolutionary Logic; Digital Transformation; Transformation Mechanism; Inheritance and Innovation
基金：安徽省哲学社会科学规划重点项目《徽商老字号新国货转型驱动机制与实现路径研究》（AHSKD2024D005）
引用：徐伟，张宇，杜晶晶，宋思根*．老字号企业数字化转型的演变逻辑与转型机制——基于传承与创新视角的双案例研究[J/OL]．南开管理评论，https://link.cnki.net/urlid/12.1288.F.20250526.1500.007