品牌生态理论研究动态及展望
发布时间：2019-04-18 23:53
【摘要】：品牌生态研究对品牌定位与塑造、品牌关系梳理,以及品牌资产的提升都具有重要意义。本文通过对国内外现有文献的分析、比较和总结,发现品牌生态理论研究聚焦于品牌生态的性质,以及品牌生态系统、品牌生态位及品牌生态管理等问题,这些研究奠定了现有的品牌生态理论基础,但是在品牌的"生态"功能挖掘、品牌群整体生态系统的构建以及品牌生态位维度及要素体系、前置因素和后效机制构建等方面尚需作进一步研究。
[Abstract]:The research of brand ecology is of great significance to brand positioning and shaping, carding of brand relationship, and promotion of brand equity. Based on the analysis, comparison and summary of the existing literatures at home and abroad, this paper finds that the theoretical research on brand ecology focuses on the nature of brand ecology, as well as on the problems of brand ecosystem, brand niche and brand ecological management, and so on. These studies have laid the foundation of the existing brand ecology theory, but in the brand "ecology" function mining, brand cluster overall ecosystem construction, brand niche dimension and factor system, The pre-factors and the construction of the aftereffect mechanism need to be further studied.
【作者单位】： 南京大学商学院;常州大学商学院;山东大学管理学院;
【基金】：国家社会科学基金项目“中国体育用品品牌生态位构成维度、影响机制及提升对策研究”(项目编号:16BTY052)
【分类号】：F273.2
本文编号：2460399
[Abstract]:The research of brand ecology is of great significance to brand positioning and shaping, carding of brand relationship, and promotion of brand equity. Based on the analysis, comparison and summary of the existing literatures at home and abroad, this paper finds that the theoretical research on brand ecology focuses on the nature of brand ecology, as well as on the problems of brand ecosystem, brand niche and brand ecological management, and so on. These studies have laid the foundation of the existing brand ecology theory, but in the brand "ecology" function mining, brand cluster overall ecosystem construction, brand niche dimension and factor system, The pre-factors and the construction of the aftereffect mechanism need to be further studied.
【作者单位】： 南京大学商学院;常州大学商学院;山东大学管理学院;
【基金】：国家社会科学基金项目“中国体育用品品牌生态位构成维度、影响机制及提升对策研究”(项目编号:16BTY052)
【分类号】：F273.2
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1 王春红;韩福荣;;品牌生态系统结构分析与实证[J];北京工业大学学报(社会科学版);2006年02期
，本文编号：2460399
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