品牌生态系统成长动力机制研究

发布时间：2018-10-15 15:30

【摘要】：随着中国经济发展水平不断提高,诸多中国企业也逐渐进入规范化、精益化的发展阶段。但大量数据表明,中国企业品牌存续时间普遍较短。如何建立百年企业,维持品牌的长久发展、健康发展成为品牌研究领域的重大课题。品牌生态系统研究是品牌理论研究的最新发展阶段。其以仿生学视角研究现实品牌问题的思想,对企业管理理论研究和企业实际经营操作都有重要的指导意义。品牌生态系统主要由品牌企业、供应链企业、公共组织、顾客等成员构成,处于品牌生态系统中的品牌企业及其他系统成员有着复杂的能量流动路径与资源配置规则。如何把握其中左右系统成长的关键因素并研究其作用机理,对提出相应的品牌管理策略、改善中国品牌成长状况有重要的现实意义。因此,本文在前人研究基础上,对品牌生态系统成长动力机制进行了规范分析,并利用结构方程模型等研究工具对其内部成长动力因素的作用机理进行了实证研究。本文共分为六个部分。文章首先提出研究的意义、目标、内容、方法。其次通过对企业成长理路、生态系统成长理论、商业生态系统理论、品牌生态系统理论的回顾,厘清品牌生态系统理论发展脉络。第三,提出品牌生态系统成长动力机制模型与假设。第四,利用结构方程模型、回归方程模型实证检验成长机制模型的解释力,并对理论假设进行进一步的修正。第五,给出提升系统成长动力的建设性意见。最后,对研究结论进行归纳并指出研究创新点、局限及理论展望。本文的创新研究成果主要包括：构造并验证了品牌生态系统成长动力因素的作用关系。系统成长动力因素可分为成长主动力因素和成长调节动力因素。主动力因素的顾客需求对系统成长提供基础,企业家精神是系统成长的第一动力。系统内位势竞争会推动系统内相互学习、系统内治理机制升级,后两者又会正向影响系统成长。此外,还证明了政府政策支持与科学技术输入对系统的调节作用,并发现了系统竞争对系统成长的消极作用。系统成员只有实施有针对性的管理策略才能取得良好的动力提升效果。
[Abstract]:With the development of China's economy, many Chinese enterprises have gradually entered the stage of standardization and lean development. However, a large number of data show that the duration of Chinese brands is generally shorter. How to establish a hundred-year enterprise, maintain the long-term development of the brand and develop healthily has become an important subject in the field of brand research. Brand ecosystem research is the latest stage of brand theory research. The idea of studying real brand problems from the perspective of bionics has important guiding significance for the theoretical research of enterprise management and the practical operation of enterprises. Brand ecosystem is mainly composed of brand enterprises, supply chain enterprises, public organizations, customers and other members. Brand enterprises and other system members in the brand ecosystem have complex energy flow path and resource allocation rules. How to grasp the key factors and study the mechanism of the system growth is of great practical significance to put forward the corresponding brand management strategy and improve the situation of Chinese brand growth. Therefore, on the basis of previous studies, this paper makes a normative analysis of the dynamic mechanism of brand ecosystem growth, and makes an empirical study on the mechanism of internal growth dynamics by using structural equation model and other research tools. This paper is divided into six parts. This paper first puts forward the significance, goal, content and method of the research. Secondly, through the review of enterprise growth theory, ecosystem growth theory, commercial ecosystem theory and brand ecosystem theory, the development of brand ecosystem theory is clarified. Thirdly, the dynamic mechanism model and hypothesis of brand ecosystem growth are put forward. Fourthly, we use structural equation model and regression equation model to test the explanatory power of growth mechanism model, and further revise the theoretical hypothesis. Fifthly, constructive suggestions are given to improve the system growth power. Finally, the conclusion is summarized and the innovation, limitation and theory prospect are pointed out. The main achievements of this paper are as follows: construct and verify the relationship between the factors of brand ecosystem growth. The dynamic factors of system growth can be divided into main dynamic factors of growth and dynamic factors of growth regulation. The customer demand of the main driving factor provides the foundation for the system growth, and the entrepreneurship is the first power of the system growth. Potential competition in the system will promote mutual learning within the system, upgrade the governance mechanism within the system, and the latter two will positively affect the growth of the system. In addition, it also proves the regulatory effect of government policy support and science and technology input on the system, and finds out the negative effect of system competition on the system growth. Only by implementing targeted management strategies can the system members achieve good results of dynamic upgrading.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F273.2;F224

【引证文献】