A Study On The Impact Of Organizational Learning To Time-honored Brands Innovation

With the continuous development of economy and increasing market competition, China Time-honored brands are facing unprecedented opportunities as well as challenges. Actually they are the essence of our national business culture with a rich heritage. Currently most of Time-honored brands are lack of innovation. Facing to the challenges, Timed-honored brands have been encountering various kinds of difficulties and bottlenecks in development, some of them even quit from commercial market. Many experts and scholars make their efferts on such studies from different angles to explore the sustainable growth for Time-honored com-panies.On the bases of reviewing papers from others, some hypotheses are supposed in this pa-per by structural equation modeling. Here, organizational learning is regarded as independent variable, dynamic capability as mediating variable and Time-honored brand innovation as depent variable to be discussed on relationship among them.In the research, a survey is done to the time-honored brand enterprises to discuss how to enhance company vitality, play their advantages through organizational learning in the market competition. All the data is collected from112effective questionairs, SPSS is the main tool to analyse the descriptive statistics, reliability analysis, relativity and congression.The conclusions show that:organizational learning is positive to dynamic capability, commitment to learning is positive to Time-honored manufacture process, that means if en-terprise pays more attention to study, it will enhance dynamic capability of the enterprise from inner side. Open-mind is positive to Time-honored sales and marketing innovation, external perception is positive to Time-honored brand innovation, organizational performance is posi-tive to Time-honored manufacture process, external perception is the mediation between or-ganizational learning and Time-honored sales and marketing innovation, and organizational performance is the mediation between organizational learning and Time-honored manufacture process innovation. Time-honored enterprises are supposed to strengthen the dynamic capa-bility by various method of learning to keep sensive to the market.Time-honored brands shall present their market value besides culture value and historical value with sustainable development and innovation. Hope this paper helps to provide some suggestions and reference for those survival enterprises with theoretical and practical signifi-cance.