要素品牌化研究进展述评

发布时间：2019-04-08 16:48

【摘要】：要素品牌化作为一种提升要素供应商与相关终端制造商竞争优势的有效手段,在实践领域已得到广泛应用,并受到国外学术界的关注。本文按照要素品牌化实施主导方的不同,将要素品牌化划分为由要素供应商主导的和由终端制造商主导的两种,然后分别从这两个视角,对要素品牌化的内涵进行了归纳和总结,并对国内外要素品牌化的研究现状进行了梳理,最后对未来研究方向进行了展望,以期为要素品牌化实践与后续研究提供有益的参考和借鉴。
[Abstract]:Factor branding, as an effective means to enhance the competitive advantage of factor suppliers and related terminal manufacturers, has been widely used in the field of practice and attracted the attention of foreign academic circles. According to the difference of the leading parties in the implementation of element branding, this paper divides the feature branding into two types: the factor supplier-led and the terminal manufacturer-led, and then from these two perspectives, The connotation of element branding is summarized, and the current research situation of element branding at home and abroad is combed. Finally, the future research direction is prospected. In order to provide useful reference and reference for the brand practice and follow-up research.
【作者单位】：南开大学商学院;东北林业大学经济管理学院;
【基金】：国家自然科学基金项目《转型经济背景下B2B品牌资产的来源路径、形成机理及溢出效应》(批准号:71302065) 中央高校基本科研业务项目(批准号:2572014CC05)
【分类号】：F273.2

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