生态位视角下跨国企业东道国品牌族群构建及成长机制案例研究

发布时间：2017-12-31 13:21

本文关键词：生态位视角下跨国企业东道国品牌族群构建及成长机制案例研究　出处：《管理学报》2017年09期 　论文类型：期刊论文

【摘要】：基于品牌生态位视角,通过对大众汽车集团在华本土化经营的纵向案例研究,探索跨国企业东道国品牌族群的构建及其成长机制。研究发现,品牌生态位位移引发的企业生态响应是品牌族群发展的内在源动力;独立性与协同性相统一是构建及培育品牌族群的基本原则;品牌族群的构建及成长过程历经初创阶段、发展阶段和成熟阶段,分别聚焦于框架构建、体系完善及合力塑造;这3个阶段的成长重点从结构建设到能力培育逐渐过渡,成长目的是形成强劲持久的市场牵引力,实现企业的可持续发展。最后,基于此构建了跨国企业东道国品牌族群成长模型。
[Abstract]:From the perspective of brand niche based on using a longitudinal case study of Volkswagen Group in China localization management, construction and exploration of the growth mechanism of multinational enterprises in the host brand groups. The study found that brand niche displacement causes the enterprise ecological response is the inner source of power brand ethnic development; independent and collaborative unity is construction and basic the principle of cultivating brand group; brand building and population growth process after the initial stage, development stage and mature stage, respectively, focusing on the frame construction, perfect system and force shaping; the 3 stages of the development focus from construction to cultivate the ability to gradually transition, growth is to form a strong and lasting market traction, sustainable development the realization of enterprise. Finally, based on the construction of the multinational enterprises in the host brand population growth model.

【作者单位】：南开大学商学院;中国特色社会主义经济建设协同创新中心;
【基金】：国家自然科学基金资助项目(71472097) 国家科技支撑计划资助项目(2015BAK46B01)
【分类号】：F125;F273.2;F416.471
【正文快照】： 伴随着世界经济的深度融合和中国市场的高速发展,品牌逐渐成为跨国公司开拓在华业务和中国企业走出去的焦点。一方面,中国已成为各大跨国公司品牌竞争的热点,品牌领域的任何闪失都将给跨国公司带来巨大风险[1],轻则错失中国市场的发展机遇(如德国汉高、沃尔沃汽车等),重则被迫

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