品牌生态圈成长路径及其机理研究——云南白药1999～2015年纵向案例研究

发布时间：2018-05-04 05:21

本文选题：品牌生态圈 + 品牌族群　；参考：《管理世界》2017年06期

【摘要】：品牌生态圈已经在实业界得到高度关注和广泛实践,但关于品牌生态圈的构建及成长的研究仍较为匮乏。本研究基于云南白药集团1999~2015年品牌发展历程分析,探讨品牌生态圈的成长路径及其背后的机理。通过分析,本研究得出品牌生态圈的成长路径可分为聚焦产品核心功能拓展的主打产品族群培育阶段、聚焦核心品牌跨界创新的品牌族群培育阶段、聚焦平台建设的品牌生态圈构建阶段,运行机制包括自修复机制、自分化机制和自适应机制,并由此构建了品牌生态圈成长路径及其机理模型。研究发现:(1)品牌生态圈的本质是自修复机制、自分化机制和自适应机制下的品牌关系整合平台,并基于这三大机制处理各类品牌关系。(2)品牌生态圈的成长过程也是企业核心能力从低阶到高阶跃迁并最终基于品牌生态圈运行机制演变为自适应演化能力的过程。(3)构建品牌生态圈的目的是形成系统性的竞争优势,包括产品层面以技术整合能力为支撑的强势主打产品竞争优势,品牌层面以跨界创新能力为支撑的强势品牌竞争优势,品牌族群层面以品牌战略协同能力为支撑的品牌协同效应,品牌生态圈层面以自适应演化能力为支撑的持久竞争优势。
[Abstract]:Brand eco-circle has been highly concerned and widely practiced in the industry, but the research on the construction and growth of brand eco-circle is still relatively scarce. Based on the analysis of the brand development process of Yunnan Baiyao Group from 1999 to 2015, this study discusses the growth path and the underlying mechanism of the brand ecosphere. Through the analysis, the growth path of the brand ecological circle can be divided into the main product population cultivation stage focusing on the expansion of the core function of the product, and the brand population cultivation stage focusing on the cross-border innovation of the core brand. The operation mechanism includes self-repair mechanism, self-differentiation mechanism and self-adaptive mechanism, and the growth path and mechanism model of brand ecological circle are constructed. The study found that the essence of the brand ecosystem is the self-repairing mechanism, the self-differentiation mechanism and the brand relationship integration platform under the adaptive mechanism. And based on these three mechanisms to deal with all kinds of brand relationships, the growth process of brand ecological circle is also the process of enterprise core competence transition from low level to high level, and finally based on the brand ecosystem operation mechanism to self-adaptive evolution ability process. The goal of building a brand ecosystem is to create a systemic competitive advantage, Including the strong product competitive advantage supported by the technology integration ability at the product level, and the strong brand competitive advantage supported by the cross-border innovation ability at the brand level. Brand synergy is supported by brand strategy synergy at the brand community level, and the sustainable competitive advantage at the brand ecological level is supported by the adaptive evolutionary ability.
【作者单位】：南开大学商学院;天津财经大学商学院;云南大学发展研究院;
【基金】：国家自然科学基金资助项目(71472097) 国家科技支撑计划项目“品牌评价关键技术研究”(2015BAK46B01)的资助
【分类号】：F273.2;F426.72

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