资源与环境双约束下中小企业品牌成长策略的动态演化——对蒙牛、恒源祥、格兰仕成长历程的跨案例分析

发布时间：2018-05-08 01:25

本文选题：资源与环境 + 中小企业　；参考：《企业经济》2017年03期

【摘要】：中小企业在面临资源与环境双约束的情况下,往往难以直接创建自主品牌。因此,中小企业经营者往往结合其成长阶段,以及成长资源和成长环境的约束,来选择适宜的品牌成长策略。本文以中小企业成长阶段为切入点,运用资源成长论和战略匹配论,构建了"资源-能力-成长"的分析框架,并借助该分析框架,对蒙牛、恒源祥、格兰仕3家创业型民营企业品牌成长历程进行跨案例比较,指出中小企业应根据成长阶段、成长资源和成长环境动态选择创牌策略,以推进企业的品牌转型。在初创期,应积累创牌能力,可以采取品牌比附、合资生产、贴牌加工、品牌租赁、品牌嫁接等策略;在成长期,应创建自主品牌,可以采取造势创牌、共享创牌、自主创牌、品牌联盟等策略;在成熟期,应经营品牌资产,可以采取品牌差异化、虚拟化、国际化等策略。
[Abstract]:Faced with the dual constraints of resources and environment, SMEs often find it difficult to create their own brands directly. Therefore, SME operators often choose appropriate brand growth strategies by combining their growth stage, growth resources and growth environment constraints. Taking the growth stage of small and medium-sized enterprises as the starting point, using the theory of resource growth and the theory of strategic matching, this paper constructs an analytical framework of "resources-capability-growth". With the help of this analytical framework, it is of great significance to Mengniu, Hengyuanxiang. This paper makes a cross-case comparison of the brand growth process of three entrepreneurial private enterprises, and points out that small and medium-sized enterprises should choose the brand creation strategy dynamically according to the growth stage, growth resources and growth environment in order to promote the brand transformation of enterprises. In the initial period, we should accumulate the ability to create brand, we can adopt the strategy of brand comparison, joint venture production, label processing, brand lease, brand grafting, etc. In the growing period, we should create our own brand, we can create brand, share brand, create brand independently, etc. Brand alliance and other strategies; in the mature period, brand equity should be managed, brand differentiation, virtualization, internationalization and other strategies can be adopted.
【作者单位】：河海大学商学院;河海大学"世界水谷"与水生态文明协同创新中心;
【基金】：国家社会科学基金重点项目“供需匹配视角下提升我国新兴产业企业家创业胜任力的政策供给研究”(项目编号:16AGL005)
【分类号】：F276.3;F273.2

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