基于本体论视角的品牌竞争力研究

发布时间：2018-07-17 18:59

【摘要】： 经济全球化加剧了国际市场的竞争,品牌竞争表现为新一轮竞争的焦点。当代中国开始成为世界工厂,但“中国制造”却往往是低附加值或者贴牌产品的标志。怎样培植带有“符号”意义,具有资产价值的品牌,实现从“中国制造”向“中国创造”的转变,从而大幅度提升中国经济的竞争力,乃是摆在中国政府和企业家面前的重大课题,也应该是管理学亟待研究的前沿问题。基于这样的考虑,本文试图从本体论的视角研究品牌竞争力,以期为中国的品牌建设提供理论支持。本文从新经济时代的特点和中国品牌建设的要求出发,提出研究品牌竞争力的重要性,阐述其理论意义和实践意义。然后进行文献综述,归纳国内外研究品牌的概念、品牌价值和品牌资产、品牌关系和顾客价值、品牌创建和品牌管理等方面的主要观点,概括研究的进展、存在的问题及研究的趋势。同时,阐述品牌的概念、品牌竞争力的涵义,以及相关的企业能力、企业文化、企业生命周期和营销管理理论。在此基础上,进入研究的主题,即基于本体论视角的品牌竞争力,遵循以下逻辑结构展开:阐述品牌本体论及与之相应的品牌竞争力的“金三角”结构;对品牌竞争力的基本要素——物质竞争力、文化竞争力和市场竞争力及其形成机理,进行具体的分析;阐述品牌竞争力形成的模式及路径,剖析品牌竞争力生成的案例;分析中国品牌建设的现状及存在问题,提出培育中国品牌的战略对策。最后,简要地概括研究的主要结论及创新观点,指出深化品牌竞争力研究的方向。本文以现有的理论成果为基础,科学地界定品牌的内涵及现代意义,分析品牌竞争力的构成要素及基本结构,比较不同类型的品牌竞争力形成模式与路径。主要分为三个部分:第一部分是基础理论的研究,阐述了品牌的的本质、类型及特征,品牌竞争力的涵义,品牌竞争力相关的基础理论;第二部分是基本结构的研究,基于“品牌本体论”原理,描述了品牌竞争力的“金三角”结构,并具体分析了物质竞争力、文化竞争力和市场竞争力,以及品牌生命周期及其延伸;第三部分是主要模式的研究,分析了不同类型的品牌竞争力形成模式及路径,剖析品牌竞争力形成的案例。在研究中提出了一些有价值的观点:(1)对“品牌本体论”进行比较完善的诠释,概括基本的定义和思路,把品牌研究提升到了管理哲学的高度。认为“品牌本体论”就是将品牌当作自身的本质及存在和发展的根本原因与依据的理论,它实现了从“使用价值”到“符号价值”、从“功能制造”到“意义制造”、从“品牌信号”到“品牌主体”的转变,这种理论给我们对消费者需求和企业经营方式的理解带来极为深刻的影响,它开辟了品牌研究的新视野,因而成为我们研究新经济时代品牌竞争力的理论基础。(2)提出具有“本体论”特征的品牌竞争力的“金三角”结构,它是由“物质竞争力+文化竞争力+市场竞争力”所构成的,其中的每个因素又包含三个要素。这种品牌竞争力的结构体现了“品牌本体论”的特征:即以物质竞争力和文化竞争力为“两翼”,增强品牌的市场竞争力;以物质竞争力为基础和以文化竞争力为主导,带动品牌的持续发展。通过具体分析物质竞争力、文化竞争力和市场竞争力及其形成机理,形成了完整的品牌竞争力理论。(3)提出了品牌竞争力形成的三种模式,即初级形态品牌竞争力形成模式、中级形态品牌竞争力形成模式、高级形态品牌竞争力形成模式;分析了主要的形成路径,包括以“自然生成”为特征的传统品牌生成路径,以“引导生成”为特征的现代品牌生成路径,以“借壳生成”为特征的特殊品牌生成路径。对不同类型的品牌生成案例进行比较分析,按照“金三角”结构归纳各自的特点,认为在现代经济发展中,主要应采用现代品牌的生成模式与路径,通过策划和传播引导品牌理念和品牌形象的形成。总之,关于“品牌本体论”的比较完整的诠释,关于品牌竞争力形成的“金三角”结构的描述,以及关于品牌竞争力形成的模式与路径的观点,构成了本文的创新性内容。最后,基于“本体论”视角的品牌竞争力理论与中国品牌建设的实践相结合,针对中国品牌发展的现状及存在的问题,提出了培育中国品牌的战略对策:第一,要重视品牌理念和品牌形象的培育,多创造一些可以超越产品、企业而存在的品牌价值;第二,要重视差异性和品牌个性的培育,多创造一些有自己个性和鲜明特色的品牌;第三,要重视品牌诚信和顾客忠诚度的培育,多创造一些有稳定的、持久的市场影响力的品牌;第四,要重视新经济时代的品牌策略,多创造一些有时代特色的网上品牌;第五,要构建品牌成长的政策和服务体系,培育品牌生态环境。
[Abstract]:Economic globalization has intensified competition in the international market, and brand competition is the focus of a new round of competition. Contemporary China has become a world factory, but "made in China" is often a sign of low value-added or OEM products. The transformation of "Chinese creation", thus greatly improving the competitiveness of China's economy, is a major issue facing the Chinese government and entrepreneurs, and should also be a leading issue in the study of management. Based on this consideration, this paper tries to study the competitiveness of the brand from the perspective of ontology so as to provide a rational way for China's brand construction. On support.
This paper, starting from the characteristics of the new economic era and the requirements of Chinese brand construction, puts forward the importance of research on brand competitiveness, expounds its theoretical and practical significance, and then summarizes the literature review, and summarizes the concept of research brands at home and abroad, brand value and brand assets, brand relationship and customer value, brand creation and brand management, etc. The main point of view is to summarize the progress of the research, the existing problems and the trend of research. At the same time, the concept of brand, the meaning of brand competitiveness, and the related enterprise ability, enterprise culture, enterprise life cycle and marketing management theory are introduced. On this basis, the theme of the research, that is, the brand competitiveness based on the ontological perspective, is followed. The following logical structure is carried out: the brand ontology and the corresponding brand competitiveness of the "Golden Triangle" structure, the basic elements of the brand competitiveness of the material competitiveness, cultural competitiveness and market competitiveness and the formation mechanism of the specific analysis, the model and path of the formation of brand competitiveness, analysis of brand competition The case of force generation, analysis of the current situation and existing problems of Chinese brand construction, put forward strategic countermeasures to cultivate Chinese brand. Finally, it briefly summarizes the main conclusions and innovative views of the research, and points out the direction of deepening the research on brand competitiveness.
This paper, based on the existing theoretical results, scientifically defines the connotation and modern significance of brand, analyzes the components and basic structure of brand competitiveness, compares the different types of brand competitiveness formation mode and path. The main part is divided into three parts: the first part is the research of basic theory, and expounds the essence, type and special of brand. The second part is the basic structure research. Based on the "brand ontology" principle, it describes the "Golden Triangle" structure of brand competitiveness, and concretely analyzes the material competitiveness, cultural competitiveness and market competitiveness, and brand life cycle and its extension; third Part is the research of the main models, and analyzes the different brand competitiveness formation models and paths, and analyzes the cases of brand competitiveness formation.
In the study, some valuable views are put forward: (1) a more perfect interpretation of "brand ontology", a summary of the basic definition and ideas, and the promotion of brand research to the height of management philosophy. From "use value" to "symbolic value", from "function manufacturing" to "meaning manufacturing", from "brand signal" to "brand body", this theory has brought us a profound influence on the understanding of consumer demand and the way of business management. It opens a new view of brand research and thus becomes us The theoretical basis of brand competitiveness in the new economic era is studied. (2) the "Golden Triangle" structure of brand competitiveness with "ontological" features is made up of "material competitiveness + cultural competitiveness + market competitiveness", and each factor contains three elements. The structure of this brand competitiveness embodies "brand" The characteristics of Ontology: the "two wings" with material competitiveness and cultural competitiveness, enhance the market competitiveness of the brand, take the material competitiveness as the basis and take the cultural competitiveness as the leading role to promote the continuous development of the brand. Through the specific analysis of the material competitiveness, cultural competitiveness and market competitiveness and its formation mechanism, the formation of a complete system. The theory of brand competitiveness (3) puts forward three modes of the formation of brand competitiveness, namely, the formation mode of the primary form brand competitiveness, the formation mode of the intermediate form brand competitiveness, the formation mode of the advanced form brand competitiveness, and the analysis of the main formation path, including the traditional brand generation path characterized by "self generating". The modern brand generation path characterized by "guide generation" is a special brand generation path characterized by "borrowed shell generation". A comparative analysis of different types of brand generation cases is made. According to the characteristics of "Golden Triangle", it is believed that in modern economic development, the main needs to adopt the generation mode and path of modern brand. In a word, the more complete interpretation of the "brand ontology", the description of the "Golden Triangle" structure of brand competitiveness, and the views on the pattern and path of the formation of brand competitiveness are the innovative content of this article.
Finally, based on the "ontology" perspective of brand competitiveness theory and the practice of Chinese brand construction, in view of the current situation and existing problems of Chinese brand development, this paper puts forward the strategic countermeasures to cultivate Chinese brand. First, we should pay more attention to the cultivation of brand concept and brand image, and create some more than the products and enterprises. Brand value; second, we should attach importance to the cultivation of differences and brand personality, and create some brands with their own personality and distinctive features; third, we should pay more attention to the cultivation of brand integrity and customer loyalty, and create some brands with stable and lasting market influence; fourth, we should pay more attention to brand strategy in the new economic era and create some more. The online brand with the characteristics of the times; fifth, we must build the brand growth policy and service system, and cultivate the brand ecological environment.
【学位授予单位】：中南大学
【学位级别】：博士
【学位授予年份】：2008
【分类号】：F273.2

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