基于知识管理视角的品牌进化路径与绩效研究

发布时间：2018-04-11 05:40

  本文选题：知识管理 + 品牌进化　； 参考：《合肥工业大学》2015年博士论文

【摘要】：品牌进化作为品牌生态研究的重要理论,是品牌随时间而发生的成长演化过程。知识作为品牌进化过程中获取竞争优势的重要来源,知识管理决定了品牌的进化绩效。甘宁青地区的回族老字号作为民族区域市场的标志性品牌,面临着全球化背景下顾客需求变化、技术创新和国内外竞争对手的压力。本文基于甘宁青回族老字号的长期跟踪,从知识管理视角出发,采取扎根理论、案例研究、实证研究等质性和定量研究的方法,从品牌进化概念出发,对品牌进化的影响因素、路径,模型进行了研究,深入挖掘回族老字号品牌成长的规律。基于隐喻的视角,品牌是一种特殊的生命体,一样存在进化的进程。从品牌发展的过程来看,一方面品牌在演进中传承着上一代品牌的基因,使品牌保持特色和连续性,另一方面也不断接纳来自外部的品牌基因,对自身品牌进行改造,使品牌逐步趋于时尚,更加适应市场竞争的需要,品牌进化反映品牌与其生态环境相互作用的动态演变过程。从知识角度来看,基于多源的内外部知识推动着品牌进化,使品牌获得更多的知识来源,在市场上表达出差异化的特征。那么,品牌是如何进化的,品牌在进化过程中受到什么因素的影响,知识管理在品牌进化过程中起到什么作用,不同的品牌进化路径最终如何影响品牌绩效?为更进一步探讨这些问题,本文创新性的构建了知识管理—品牌进化—品牌绩效的理论模型,研究者借助地处甘宁青地区的便利,深入到甘肃、宁夏、青海等回族老字号聚集的地区,联络各种类型的回族老字号企业,对企业中高层管理人员进行访谈,调研该地区的回族老字号顾客,利用三年来积累的访谈数据和239份有效问卷调查数据,应用扎根理论构建品牌进化路径的探索模型,并依次利用单案例和多案例研究方法分析企业内部知识源、企业外部知识源、顾客品牌知识源三维度影响的品牌进化路径,在此基础上通过实证分析方法验证知识管理与品牌进化、品牌绩效之间的相关性。本文的主要研究结论认为:(1)品牌进化是基于品牌生态研究反映品牌成长演化过程的核心品牌理论,研究品牌进化有助于促进品牌的成长和创新。基于文献研究表明,品牌不仅仅是商品名称或标记,品牌定位、品牌战略、品牌资产、品牌管理等理论研究揭示了品牌的内涵。但是,品牌是不断成长演进的,必须以动态发展的思维反映品牌成长的过程,基于品牌关系和品牌生态理论基础上的品牌进化理论为研究现代品牌成长过程提供了重要理论基础。(2)知识管理是影响品牌进化路径的主效应。品牌的本质是知识,企业知识管理主要分为企业内部知识、企业外部知识和顾客品牌知识三个维度,研究发现企业知识管理的三个维度对品牌进化具有显著的影响。研究表明:第一,产品特色的维系和品质的保证是回族老字号内部知识传承和共享的重要的结果;第二,区域消费者独特的文化需求和宗教需求促使企业与顾客品牌知识的交流互动,有效的品牌保护和维权实现了品牌的传承和形象的维系;第三,基于技术创新、文化创新、管理创新形成的内部知识流动与共享提高了回族老字号的产品质量,赋予品牌创新的内涵;第四,基于外部知识的流入和顾客品牌知识的获取使老字号企业在吸纳知识的过程中产品和技术获得创新,从而实现了品牌的进化;第五,基于甘宁青地区回族老字号与顾客的交流互动,企业内外部知识的流入流出,实现了品牌知识的传播与品牌形象的进化。基于企业知识管理形成的品牌进化路径将揭示不同企业品牌成长过程中路径的差异,对相关企业品牌成长具有重要的推动作用。(3)顾客的品牌知识管理、企业内部知识管理和企业外部知识管理与品牌进化显著正相关,品牌进化管理作为重要的中介变量对品牌绩效正相关。顾客品牌知识管理、企业内部知识管理和企业外部知识管理对进化绩效的影响通过中介变量“品牌进化”产生作用,品牌进化的调控着顾客品牌知识管理、企业内部知识管理和企业外部知识管理,推动品牌不断进化提高。本文的创新点在于:第一,提出基于品牌生态理论的品牌进化问题,构建了品牌进化理论模型,推进了品牌理论的研究;第二,通过对影响品牌进化的企业内部知识、企业外部知识、顾客品牌知识进行分析,提出了知识管理视角的品牌进化的路径;第三,本研究以品牌进化作为中介变量,构建知识管理、品牌进化与品牌进化绩效模型,以实证分析方法探索知识管理、品牌进化对品牌进化绩效的影响。本研究通过质性和定量研究将回族老字号品牌成长的背景与经验运用到品牌进化层面,拓展了品牌动态成长研究层次,为进一步研究做出了新的尝试。
[Abstract]:Brand evolution as an important theoretical study of brand ecosystem, is the growth and evolution of brand with time. As an important source of knowledge in the process of brand evolution of competitive advantage, knowledge management determines the brand evolution performance. Gan-Ning-Qing region of the Hui nationality as a time-honored symbol of national and regional market brand, facing the customer demand changes under the background of globalization, technological innovation and international competition pressure. In this paper, the long-term tracking Gan-Ning-Qing Hui time-honored based from the perspective of knowledge management, adopt grounded theory, case study, empirical research methods of qualitative and quantitative research, starting from the brand concept of evolution path, factors, the impact on brand evolution. The model of deep excavation of Hui nationality time-honored brand growth pattern. Based on the perspective of metaphor, the brand is a kind of special life, like the existence of evolution The process of brand development process. From the point of view, a brand heritage of a generation of brand genes in the evolution, characteristics and maintain brand continuity, on the other hand, the acceptance of brand genes from the outside, to transform their own brand, the brand gradually become fashion, the more the need to adapt to market competition brand evolution reflects the dynamic interaction, the brand and its ecological environment evolution process. From the perspective of knowledge, multiple internal and external knowledge based on promoting brand evolution, make the brand more knowledge sources, expression characteristics to differentiate in the market. So, how the brand is brand evolution, what factors influence in evolution in the process of knowledge management, what role to play in the brand in the process of evolution, how different evolutionary paths influence the final brand brand performance? For further on these issues, this paper set The construction of the new theoretical model of knowledge management, brand performance, brand evolution - the researchers located in Gan Ningqing area by means of convenience, go to Gansu, Ningxia, Qinghai Hui time-honored gathering areas, with various types of Hui time-honored enterprises, interviews with enterprises in senior management, research in this area the Hui time-honored customers, using three years to accumulate the interview data and 239 questionnaire survey data, explore the model of brand evolution path based on grounded theory, research methods and followed by a single case and the case analysis of enterprise internal knowledge source, enterprise external knowledge source, brand evolution path influence customer brand knowledge source 3D on the basis of the empirical analysis method to verify the knowledge management and brand evolution, the correlation between brand performance. The main conclusions of the paper are that: (1) brand evolution Is the study of brand ecology reflects the growth and evolution of brand's core brand based on the theory of brand evolution helps to promote the growth of brand and innovation. Based on the literature research shows that, not only is the brand name of commodity or mark, brand positioning, brand strategy, brand equity, brand management research theory reveals the connotation of the brand. However, brand is the growing evolution, must reflect the brand growth process with dynamic development thinking, brand evolution theory of brand relationship and brand ecology theory on the basis of the research based on the modern brand growth process provides an important theoretical basis. (2) the knowledge management is the main effect factors of brand evolution path. The brand is the essence of knowledge. Enterprise knowledge management is divided into internal and external knowledge of enterprise knowledge, customer brand knowledge in three dimensions, the study found that enterprise knowledge management in three dimensions Has significant effect on brand evolution. The results show that: first, maintain and guarantee of quality products are characteristics of the Hui time-honored internal knowledge inheritance and sharing important results; second, the regional consumer unique cultural needs and religious demand of enterprise and customer brand knowledge interaction knowledge, effective brand protection and rights realization the inheritance and the maintenance of the brand image; third, based on technology innovation, culture innovation, management innovation of internal knowledge flow and sharing to improve Hui time-honored product quality, meaning to give the brand innovation; fourth, the inflow of external knowledge and customer knowledge acquisition the time-honored brand enterprises in the process of absorbing knowledge products and technology innovation based on realized brand evolution; fifth, Hui Gan Ningqing area interaction time-honored and customer based on the enterprise external knowledge The inflow and outflow, realize the spread of brand knowledge and brand image of the brand evolution. Evolutionary path of enterprise knowledge management based on the forming process of brand growth path will reveal the differences of different enterprises, plays an important role in promoting enterprises related to the growth of the brand. (3) brand customer knowledge management, enterprise knowledge management is positively related and outside the enterprise knowledge management and brand evolution, brand evolution management as important mediators are related to the brand performance. Customer knowledge management, enterprise internal knowledge management and knowledge management performance of enterprise external evolution through the intermediary variable "brand evolution", brand evolution regulation of customer brand knowledge management, enterprise internal outside the enterprise knowledge management and knowledge management, promote the brand evolution increased. The innovation of this paper lies in: first, based on the brand Brand evolution of ecological theory, constructs the brand evolution model, promote the research of brand theory; second, through the internal influence on brand evolution of enterprise knowledge, enterprise external knowledge, analysis of customer brand knowledge, put forward the brand evolution path from the perspective of knowledge management; third, the research on brand evolution as an intermediary variable and the construction of knowledge management, brand evolution and brand performance evolution model, explore the knowledge management by empirical analysis method, influence the brand evolution of the brand evolution performance. This study through qualitative and quantitative research will grow Hui time-honored brand of background and experience to use in the brand level, expand the brand growth dynamic research level, make a new attempt for further study.

【学位授予单位】：合肥工业大学
【学位级别】：博士
【学位授予年份】：2015
【分类号】：F273.2;F279.27
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本文编号：1734690