基于生态位理论的品牌差异化多维评价研究

发布时间：2019-06-24 16:18

【摘要】： 目前,品牌成为企业区别于竞争对手的核心资产。2008年全球经济形势逆转,企业今后再不能向以前那样粗放的管理品牌,而是要精耕细作品牌差异化策略,以争取更多的生存空间。企业在解决一切与品牌相关的问题如品牌设计、品牌结构调整、品牌整合等都要首先认清品牌差异化的竞争状况。基于这个意义,本文从顾客价值需求角度提出一套基于生态学理论的品牌差异化多维评价方法,具有重要的理论和现实意义。本文首先结合品牌和生态学的研究成果,对品牌差异化的理论基础和驱动因素进行了深入分析,探讨了品牌差异化的生态位空间和基于生态位分离的品牌差异化策略开发;结合生态学的量化分析方法设计了品牌差异化的多维评价模型,并详细阐述了评价指标及其测定方法;最后引入实证分析对评价模型的可行性加以演示和验证。本文共分六章展开。第一章概述本文的研究背景和意义、研究内容及章节安排。第二章对相关研究文献进行梳理总结,指出目前关于品牌差异化的研究还不够系统和全面,缺乏理论基础的深入探讨和量化分析,而品牌生态学为品牌差异化方面的研究开拓了视野,在此基础上提出本文的研究思路。第三章从生态学角度对品牌差异化策略进行类比分析,得出品牌差异化策略的产生机理,借助生态位空间理论直观、准确的表述了品牌差异化策略。第四章在阐述了品牌差异化评价目标和原则的基础上,构造了基于生态学理论的品牌差异化多维评价模型,引入生态位的测定方法,并详细阐述了三个资源维度上的评价指标。第五章选取洗发水品牌作为实证对象,利用上文构建的多维评价模型对各品牌的差异化程度进行评价,结果表明该模型能够较好的评价品牌在不同维度上的差异性,具有合理性和可行性。第六章对全文的研究加以总结,指出研究的主要成果和创新点,并对后续的研究工作进行了展望。本文通过以上研究工作对生态学理论在品牌差异化方面的研究做出拓展和创新。首先,从品牌生态系统阐述品牌差异化的驱动机理;其次,为更好的描述品牌对资源的利用程度,提出生态位相对宽度的概念并对原有计算方法进行修改,应用于品牌差异化的测定;构建了品牌差异化的量化分析模型,拓展了品牌生态学的研究应用领域,显示了生态学方法在量化分析上的应用前景。
[Abstract]:At present, the brand is the core asset of the enterprise which is different from the competition. In 2008, the global economic situation is reversed, and the enterprise can't manage the brand as much as it is before, but the brand differentiation strategy should be carefully cultivated in order to obtain more living space. In order to solve all the problems related to the brand, such as brand design, brand adjustment, brand integration, and so on, the enterprise should first recognize the competitive situation of brand differentiation. Based on this significance, this paper puts forward a set of multi-dimensional evaluation method of brand differentiation based on the theory of ecology from the point of view of customer value, which is of great theoretical and practical significance. Based on the research results of brand and ecology, this paper analyzes the theoretical basis and driving factors of brand differentiation, and discusses the niche space of brand differentiation and the brand differentiation strategy based on niche separation. In this paper, the multi-dimensional evaluation model of brand differentiation is designed based on the quantitative analysis method of ecology, and the evaluation index and the measuring method are described in detail. Finally, the feasibility of the evaluation model is demonstrated by introducing the empirical analysis. And verification. The article is divided into six chapters. In the first chapter, the background and significance of the research are summarized in the first chapter. The second chapter summarizes the relevant research documents, points out that the present research on brand differentiation is not systematic and comprehensive, and lacks the deep-depth and quantitative analysis of the theoretical foundation, and the brand ecology is the brand differentiation. The research and development of the field of vision, on the basis of this, put forward In the third chapter, the paper makes an analogy analysis on the brand differentiation strategy from the angle of ecology, and draws a conclusion that the mechanism of the brand differentiation strategy is intuitive and accurate with the help of the theory of niche space. The fourth chapter, based on the analysis of the target and principle of brand differentiation, constructs a multi-dimensional evaluation model of brand differentiation based on the theory of ecology, introduces the method of measuring the niche, and expounds the three resource dimensions in detail. The fifth chapter is to select the brand of shampoo as an empirical object, and evaluate the differentiation degree of each brand by using the multi-dimensional evaluation model constructed above. The result shows that the model can evaluate the difference of the brand in different dimensions. The paper sums up the research of the full text, points out the main achievements and the innovation points of the research, and studies the follow-up. The paper looks forward to the work. This paper studies the theory of ecology in the brand differentiation by the above research work. First of all, the driving mechanism of brand differentiation is explained from the brand ecological system; secondly, the concept of the relative width of the niche is proposed to better describe the utilization degree of the brand to the resource, the original calculation method is modified, It is applied to the measurement of brand differentiation; the quantitative analysis model of brand differentiation is constructed, and the research application field of brand ecology is expanded, and the ecological method is shown
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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