基于生态学理论的企业品牌群研究

发布时间：2018-08-15 12:59

【摘要】： 在世界经济全球化的今天,市场竞争逐渐由最初的产品竞争、价格竞争为主转向以品牌竞争为主。品牌策略运用的成败与否直接影响到企业的成长、发展乃至生存。随着消费需求日趋多样化、差异化和个性化,拥有多个品牌的企业能更好地满足各类顾客的差别化需求,从而为企业确立竞争优势。但是由于缺乏系统整合管理方法,多品牌经营企业各层次品牌塑造与信息传播弥散,甚至相互冲突,难以形成组合效益。企业迫切需要重新认识品牌的内涵,建立新的品牌理念和品牌管理理论。在现代科学相互交叉与综合发展的过程中,生态学与各门科学的交叉渗透尤为突出,生态学的研究不仅在生物学内,而且在技术、社会学、法学、管理学等方面具有合理性,它已经发展成为科学与社会的桥梁。基于生态学理论的企业品牌群研究,从本质上说是一种以生态学系统理论为指导的企业内部多个品牌之间关系的研究。它围绕新经济时代的品牌特点,强调对技术、信息、人员、顾客等企业内外各种品牌管理要素进行全方位生态式研究,并在此基础上优化品牌群内部各个品牌之间的相互关系,从而使企业品牌群更好地适应市场发展的环境要求。本文首先对研究的目的和意义做了叙述;第二章列出了研究的理论基础;第三章主要对企业品牌群进行了生态学分析,并为第四章探讨品牌群内品牌相互关系、第五章品牌群的构建和第六章品牌群的优化提供了基础;第七章为结论,主要说明了文章的不足之处并为今后进一步的研究提供方向。
[Abstract]:With the globalization of the world economy, the market competition gradually changes from the original product competition and the price competition to the brand competition. The success or failure of brand strategy directly affects the growth, development and even survival of enterprises. With the increasing diversification of consumer demand, differentiation and individuation, enterprises with multiple brands can better meet the differentiated needs of all kinds of customers, so as to establish a competitive advantage for enterprises. However, due to the lack of systematic integrated management methods, it is difficult to form a combination benefit because of the dispersion of brand shaping and information dissemination at different levels of multi-brand management enterprises, and even the conflict between each other. Enterprises urgently need to re-understand the connotation of the brand, establish a new brand concept and brand management theory. In the process of intersecting and comprehensive development of modern science, the cross-penetration of ecology and science is especially prominent. The research of ecology is reasonable not only in biology, but also in technology, sociology, law, management, etc. It has developed into a bridge between science and society. The research of enterprise brand group based on ecological theory is essentially a kind of research on the relationship between multiple brands within an enterprise guided by ecological system theory. Focusing on the brand characteristics of the new economic era, it emphasizes the comprehensive ecological research on the factors of brand management inside and outside the enterprise, such as technology, information, personnel, customers and so on, and on this basis, it optimizes the relationship between each brand within the brand group. In order to make the enterprise brand group better adapt to the environmental requirements of market development. The second chapter lists the theoretical basis of the research, the third chapter mainly analyzes the ecology of enterprise brand group, and discusses the relationship between brands in the brand group for the fourth chapter. The fifth chapter provides the foundation for the construction of brand group and the sixth chapter for the optimization of brand group; the seventh chapter is the conclusion, mainly explains the shortcomings of the article and provides the direction for further research.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

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