生态隐喻是品牌演化研究的常用方法。中华老字号是重要的民族品牌资源,其品牌历史变迁有着明显的非线性特征,构成了以品牌生态位异动为发展动力、以间断平衡为模式特征的一般演化规律,这也为全面厘清中华老字号品牌兴衰的内外影响因子提供了理论支持。其外生因素主要以商业思潮、商业环境、法律制度为主,而内生因素则以业务弹性、商品特色以及品牌传播方式为重。当前中华老字号复兴的关键在于整合内部资源条件、继承品牌文化基因,具体可从推进政府管理协同与发掘媒体平台优势着手。 Ecological metaphor is a common method of brand evolution research. The old brand of China is an important national brand resource. Its brand history has obvious non-linear characteristics. It constitutes the general evolution rule that takes the brand niche shift as the driving force and the intermittent balance as the model characteristic. The rise and fall of internal and external impact factors provide theoretical support. The exogenous factors are mainly business trends, business environment and legal system, while endogenous factors are business resilience, product features and brand communication. The key to the current rejuvenation of China is to integrate internal resource conditions and inherit the brand culture genes, starting with the promotion of government management synergies and exploring the advantages of the media platform.