转型经济背景下本土品牌成长方式选择机理研究——以郁美净为例

发布时间：2018-05-23 08:03

本文选题：本土品牌 + 成长方式　；参考：《经济管理》2017年04期

【摘要】：本文以郁美净集团为例,探究了本土品牌企业如何通过知识整合,实现相应的技术创新与市场创新,从而以相应的成长方式适应外部环境,实现本土品牌的成长。研究发现,在变化的环境中,本土品牌企业应选择与外部环境适配的成长方式,在市场竞争相对激烈、技术环境动荡的情境下,企业宜进行开发式市场创新与探索式技术创新,选择技术主导型的品牌成长方式;在市场环境动荡、技术竞争相对激烈的情境下,企业宜进行探索式市场创新与开发式技术创新,选择市场主导型的品牌成长方式;在市场环境与技术环境都处于高度动荡和竞争激烈的情境下,企业宜同时进行市场与技术的开发式与探索式创新,选择管理主导型的品牌成长方式。同时,本土品牌企业内部知识相对匮乏,还应以相应的知识整合形式实现技术创新与市场创新的组合双元或平衡双元,从而形成相应的品牌成长方式。
[Abstract]:Taking Yumeijing Group as an example, this paper explores how local brand enterprises can realize corresponding technological and market innovations through knowledge integration, so as to adapt to the external environment and realize the growth of local brands in a corresponding way. It is found that in the changing environment, the local brand enterprises should choose the suitable growth mode to adapt to the external environment. Under the situation of the market competition is relatively fierce and the technological environment is turbulent, the enterprises should carry on the development market innovation and the exploratory technology innovation. Under the circumstance of turbulent market environment and relatively fierce technology competition, enterprises should carry out exploratory market innovation and development-oriented technological innovation, and choose market-oriented brand growth mode. Under the situation that both the market environment and the technological environment are in a highly volatile and competitive situation, enterprises should develop and explore the market and technology at the same time, and choose the management-oriented brand growth mode. At the same time, the internal knowledge of local brand enterprises is relatively scarce, and the combination of technological innovation and market innovation should be realized in the form of corresponding knowledge integration, so as to form the corresponding brand growth mode.
【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;天津财经大学商学院;
【基金】：国家自然科学基金项目“企业营销探索与开发战略及其对国际市场适应性的影响研究:基于能力—战略匹配视角”(71472097) 国家科技支撑计划项目“品牌评价技术标准研制与应用示范”(2015BAK46B01)
【分类号】：F273.2;F426.72

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