数字化转型能否促进老字号品牌价值提升是老字号在数字经济时代实现品牌复兴面临的重要现实问题。本文以 2017—2022年中国上市中华老字号企业为研究样本，实证考察企业数字化转型对老字号品牌价值的影响及营销能力与企业家精神的调节作用。研究发现：企业数字化转型对老字号品牌价值有促进作用，企业营销能力和企业家精神能够正向调节数字化转型和老字号品牌价值之间的关系。异质性分析发现，数字化转型对老字号品牌价值的促进效果在传统化水平高的地区的企业中更明显。本文对老字号企业实现高质量的数字化转型和提升品牌价值提了参考性的指导建议。

Whether digital transformation can promote the brand value of time-honored brand is an important practical issue for time-honored brands to realize brand rejuvenation in the era of digital economy. This paper takes Chinese listed time-honored enterprises from 2017 to 2022 as research samples to empirically investigate the impact of digital transformation on the brand value of time-honored enterprises and the moderating effect of marketing ability and entrepreneurship. The results show that enterprise digital transformation can promote the brand value of time-honored brands, and enteprise marketing ability and entre preneurship play a positive moderating role in the positive impact of digital transformation on the brand value of time-honored brands. Further heterogeneity analysis show that the promotion effect of digital transformation on the value of time-honored brands is more obvious in the enterprise with high traditional culture level and state-owned enterprises. This paper provides some guidance and suggestions on how to achieve high-quality digital transformation and enhance brand value for time-honored enterprises.