我国品牌发展格局分布及其内在产业协调性分析——基于Interbrand和BrandZ品牌价值榜的比较
发布时间：2019-02-19 09:14
【摘要】：对Interbrand和BrandZ品牌榜单的历年数据研究表明,我国品牌依托国内巨大的市场需求迅速壮大,在全球品牌体系中的地位不断凸显。同时,我国品牌格局已呈现出中国移动稳居"第一品牌",金融业品牌稳处"第一组团",中央企业品牌排名前、体量大等鲜明特征。然而,我们将榜单中品牌群体视为品牌金字塔系统的"塔尖品牌群",采用"逼近理想解排序法"来评价我国品牌系统多样性与主导性的协调度,研究发现,我国品牌系统的产业格局长期处于不协调的状态,以及这一品牌系统似乎并不支持"双主导"。
[Abstract]:The data of Interbrand and BrandZ brand list show that Chinese brands are growing rapidly depending on the huge domestic market demand, and their status in the global brand system is becoming more and more prominent. At the same time, the brand pattern of our country has shown that China Mobile is the "first brand", the financial industry brand is stable "the first group", the central enterprise brand ranks first, the volume is large and so on. However, we regard the brand group in the list as the "top brand group" of the brand pyramid system, and use the "approximate ideal solution ranking method" to evaluate the coordination degree between diversity and dominance of the brand system in China. The industrial pattern of brand system in China has been in a state of disharmony for a long time, and this brand system does not seem to support "double dominance".
【作者单位】： 中南大学商学院;江西财经大学产业集群与企业发展研究中心;
【基金】：国家社会科学基金项目(项目编号:13CGL062) 教育部人文社科项目(项目编号:11YJC630030) 江西省教育厅科技项目(项目编号:GJJ12279) 国家自然科学基金项目(项目编号:71272066)
【分类号】：F273.2
本文编号：2426354
[Abstract]:The data of Interbrand and BrandZ brand list show that Chinese brands are growing rapidly depending on the huge domestic market demand, and their status in the global brand system is becoming more and more prominent. At the same time, the brand pattern of our country has shown that China Mobile is the "first brand", the financial industry brand is stable "the first group", the central enterprise brand ranks first, the volume is large and so on. However, we regard the brand group in the list as the "top brand group" of the brand pyramid system, and use the "approximate ideal solution ranking method" to evaluate the coordination degree between diversity and dominance of the brand system in China. The industrial pattern of brand system in China has been in a state of disharmony for a long time, and this brand system does not seem to support "double dominance".
【作者单位】： 中南大学商学院;江西财经大学产业集群与企业发展研究中心;
【基金】：国家社会科学基金项目(项目编号:13CGL062) 教育部人文社科项目(项目编号:11YJC630030) 江西省教育厅科技项目(项目编号:GJJ12279) 国家自然科学基金项目(项目编号:71272066)
【分类号】：F273.2
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