以陶陶居为研究对象，运用拼装理论揭示老字号品牌长寿的过程和机理。研究发现：在老字号品牌跨层连接与协同中，中观层面品牌管理者识别“制度、物质、精神文化”窗口，通过“解域化—领域化—再域化”的拼装策略，实现合法性获取、巩固到跃迁的动态过程。其涌现机制是制度文化牵引结构对齐以获取道德合法性，物质文化牵引感官对齐以获取务实合法性，以及精神文化牵引情感对齐以获取认知合法性。三者之间的螺旋式交互平衡了老字号品牌的连续性和变化，从而实现老字号品牌长寿。

This study takes Tao Tao Ju as the case study, and applies the assemblage theory to reveal the process and mechanism underlying the longevity of time-honored brands. The findings are as follows：in the cross-level connection and collaboration of time-honored brands, brand managers at the meso-level identify “institutional, material and spiritual culture” windows, and then adopt the assemblage strategies of “deterritorialization，territorialization and reterritorialization” to achieve a dynamic process of legitimacy acquisition, consolidation, and transition. Its emergent mechanism is that institutional culture drives structural alignment to obtain moral legitimacy, material culture drives sensory alignment to obtain pragmatic legitimacy, and spiritual culture drives emotional alignment to obtain cognitive legitimacy. The spiral interaction among the three alignments balances the continuity and change of time-honored brands, thereby contributing to their longevity.