中国轿车自主品牌生态系统研究

发布时间：2018-01-21 17:25

本文关键词： 自主品牌生态系统协同进化生态价值经济价值价值效应　出处：《武汉理工大学》2010年博士论文　论文类型：学位论文

【摘要】：生态竞争和品牌竞争是21世纪市场竞争的主角。各个行业无不把创建强势品牌,获取品牌附加价值作为今天竞争的最主要也是最强有力的手段。然而价值观的冲突加剧着人们对资源的掠夺性的开采和利用,也加剧着发展的不平衡。生态学的观点正是在这样危机的时刻被提到了高度重视的地位,生态平衡的理念也逐步在经济管理的领域逐步深入。现代经济实质上就是生态经济,本文以中国轿车自主品牌生态系统为研究对象,借用生态学的理论和观点,探讨中国轿车自主品牌生态系统的理论,构成因子,以及中国轿车自主品牌生态系统价值效应,并进行实证研究。本文首先论述了与品牌生态有关的理论基础,包括品牌生命周期理论、品牌生态价值理论和品牌生态系统理论,在现有品牌生态理论的基础上提出了中国轿车自主品牌生态系统的概念、结构和特征,并分析了中国轿车自主品牌生态系统的演化过程和运行机制。其次,在理论研究的基础上,本文分析了中国轿车自主品牌生态系统的生态因子,建立了中国轿车自主品牌生态系统价值效应模型,并提出了各因子对中国轿车自主品牌生态系统经济价值和生态价值关系的假设；通过调查问卷的形式,对该模型所包含的假设进行实证分析,在实证结果的基础上进行讨论,同时对中国轿车自主品牌生态系统的建设提出建议。最后作出研究总结,提出研究局限和未来研究方向。全文的主要研究内容和研究成果包括： (1)中国轿车自主品牌生态系统的概念提出以及结构和特征研究。以品牌生态系统理论为核心,以品牌生命周期理论和品牌生态价值理论为支撑,界定了中国轿车自主品牌生态系统的概念,分析了中国轿车自主品牌生态系统的结构,指出了中国轿车自主品牌生态系统与一般品牌生态系统不同的独特特征。 (2)中国轿车自主品牌生态系统因子研究。将中国轿车自主品牌生态系统的构成因子按其相关性分为产品生态因子(包含产品技术因子、产品质量因子和产品服务因子)、文化生态因子(包含品牌理念因子、品牌形象因子和品牌人格化因子)、市场生态因子(包含品牌定位因子、品牌传播因子和品牌忠诚因子)、制度生态因子(中国产业政策因子)和竞争合作生态因子(行业竞争与合作因子)。并分析了各生态因子的现状。 (3)分析中国轿车自主品牌生态系统的生态价值的构成,提出了生态价值的二维结构模型。 (4)构建中国轿车自主品牌生态系统价值效应模型及实证研究。通过实证研究表明中国轿车自主品牌生态系统的技术生态因子、质量生态因子、品牌理念生态因子、品牌形象生态因子、品牌忠诚生态因子、以及产业政策生态因子对中国轿车自主品牌生态系统经济价值和生态价值都有显著影响；而服务生态因子、品牌传播生态因子和竞争合作生态因子对系统的生态价值有显著影响,对经济价值影响不显著；品牌人格化因子则对系统生态价值和经济价值的影响都不显著。
[Abstract]:Ecological competition and brand competition in twenty-first Century is the protagonist of market competition. Various industries all to create a strong brand, get the value of brand competition as today the most powerful means. However, the conflict of values fuelling predatory exploitation and utilization of energy resources, but also aggravate the imbalance in the development of ecology. It is in this view of the crisis was mentioned in a very important position, ecological concept also gradually in the economic management field gradually. The modern economy is essentially an ecological economy, this paper China car brand ecological system as the research object, using ecology theory and viewpoints on autonomous brand ecosystem Chinese car theory, components, and China car brand ecosystem value effect, and empirical research.
This paper discusses the theoretical basis of related brand ecosystem, including the brand life cycle theory, the ecological value of brand theory and brand ecosystem theory, the concept of independent brand ecosystem China car is proposed based on the existing brand ecology theory, structure and characteristics, and analyzes the evolution process and operation mechanism of the independent brand ecosystem Chinese car. Secondly, on the basis of theoretical research, this paper analyzes the ecological factors of independent brand ecosystem China sedan, established Chinese car value effect of independent brand ecosystem model, and put forward the hypothesis of each factor on the Chinese car independent brand ecosystem economic value and ecological value of the relationship; through the questionnaire the form contained in the assumptions of the model for empirical analysis, discussed on the basis of empirical results, at the same time China car independent products Suggestions are put forward for the construction of the brand ecosystem. Finally, the research summary is made and the research limitations and future research directions are put forward.
The main research content and research results of the full text include:
(1) the concept of independent brand ecosystem China car was put forward and the study of its structure and characteristics. The brand ecosystem theory as the core, with the brand life cycle theory and brand ecological value theory, defines the concept of independent brand ecosystem China car, analyses the structure of independent brand ecosystem Chinese car, pointed out the characteristic unique brand ecosystem Chinese sedan and the general brand of different ecosystems.
(2) factors of independent brand ecosystem. Chinese car will constitute a factor independent brand ecosystem China car according to the correlation between products is divided into ecological factors (including product technology factor, quality factor and service factor, cultural and ecological factors (Bao Hanpin) brand concept factor, brand image and brand personality factor factor). Market ecological factors (including brand positioning factor, brand communication and brand loyalty factor, ecological factor (factor) system Chinese industrial policy factor) and competition cooperation ecological factors (competition and cooperation factors). And analyses the present situation of the ecological factors.
(3) the structure of ecological value of the independent brand ecosystem of Chinese car is analyzed, and a two-dimensional structure model of ecological value is put forward.
(4) the construction of the value effect of independent brand ecosystem model and empirical China car. Through empirical research indicates that the technology of ecological factor independent brand ecosystem Chinese cars, the quality of ecological factors, the concept of brand ecological factors, brand image and brand loyalty ecological factors, ecological factors, ecological factors and industrial policy has a significant impact on the economic China car independent brand ecosystem service value and ecological value; and ecological factors, significantly affected the ecological value of brand communication ecological factors and ecological factors on the competition and cooperation system, the economic value is not significantly affected; influence factor of brand personality system of ecological value and economic value are not significant.

【学位授予单位】：武汉理工大学
【学位级别】：博士
【学位授予年份】：2010
【分类号】：F273.2;F426.471

【引证文献】