本文關(guān)鍵詞： 自主品牌生態(tài)系統(tǒng) 協(xié)同進(jìn)化 生態(tài)價(jià)值 經(jīng)濟(jì)價(jià)值 價(jià)值效應(yīng)　出處：《武漢理工大學(xué)》2010年博士論文　論文類型：學(xué)位論文

【摘要】：生態(tài)競(jìng)爭(zhēng)和品牌競(jìng)爭(zhēng)是21世紀(jì)市場(chǎng)競(jìng)爭(zhēng)的主角。各個(gè)行業(yè)無不把創(chuàng)建強(qiáng)勢(shì)品牌,獲取品牌附加價(jià)值作為今天競(jìng)爭(zhēng)的最主要也是最強(qiáng)有力的手段。然而價(jià)值觀的沖突加劇著人們對(duì)資源的掠奪性的開采和利用,也加劇著發(fā)展的不平衡。生態(tài)學(xué)的觀點(diǎn)正是在這樣危機(jī)的時(shí)刻被提到了高度重視的地位,生態(tài)平衡的理念也逐步在經(jīng)濟(jì)管理的領(lǐng)域逐步深入。現(xiàn)代經(jīng)濟(jì)實(shí)質(zhì)上就是生態(tài)經(jīng)濟(jì),本文以中國轎車自主品牌生態(tài)系統(tǒng)為研究對(duì)象,借用生態(tài)學(xué)的理論和觀點(diǎn),探討中國轎車自主品牌生態(tài)系統(tǒng)的理論,構(gòu)成因子,以及中國轎車自主品牌生態(tài)系統(tǒng)價(jià)值效應(yīng),并進(jìn)行實(shí)證研究。 本文首先論述了與品牌生態(tài)有關(guān)的理論基礎(chǔ),包括品牌生命周期理論、品牌生態(tài)價(jià)值理論和品牌生態(tài)系統(tǒng)理論,在現(xiàn)有品牌生態(tài)理論的基礎(chǔ)上提出了中國轎車自主品牌生態(tài)系統(tǒng)的概念、結(jié)構(gòu)和特征,并分析了中國轎車自主品牌生態(tài)系統(tǒng)的演化過程和運(yùn)行機(jī)制。其次,在理論研究的基礎(chǔ)上,本文分析了中國轎車自主品牌生態(tài)系統(tǒng)的生態(tài)因子,建立了中國轎車自主品牌生態(tài)系統(tǒng)價(jià)值效應(yīng)模型,并提出了各因子對(duì)中國轎車自主品牌生態(tài)系統(tǒng)經(jīng)濟(jì)價(jià)值和生態(tài)價(jià)值關(guān)系的假設(shè)；通過調(diào)查問卷的形式,對(duì)該模型所包含的假設(shè)進(jìn)行實(shí)證分析,在實(shí)證結(jié)果的基礎(chǔ)上進(jìn)行討論,同時(shí)對(duì)中國轎車自主品牌生態(tài)系統(tǒng)的建設(shè)提出建議。最后作出研究總結(jié),提出研究局限和未來研究方向。 全文的主要研究?jī)?nèi)容和研究成果包括： (1)中國轎車自主品牌生態(tài)系統(tǒng)的概念提出以及結(jié)構(gòu)和特征研究。以品牌生態(tài)系統(tǒng)理論為核心,以品牌生命周期理論和品牌生態(tài)價(jià)值理論為支撐,界定了中國轎車自主品牌生態(tài)系統(tǒng)的概念,分析了中國轎車自主品牌生態(tài)系統(tǒng)的結(jié)構(gòu),指出了中國轎車自主品牌生態(tài)系統(tǒng)與一般品牌生態(tài)系統(tǒng)不同的獨(dú)特特征。 (2)中國轎車自主品牌生態(tài)系統(tǒng)因子研究。將中國轎車自主品牌生態(tài)系統(tǒng)的構(gòu)成因子按其相關(guān)性分為產(chǎn)品生態(tài)因子(包含產(chǎn)品技術(shù)因子、產(chǎn)品質(zhì)量因子和產(chǎn)品服務(wù)因子)、文化生態(tài)因子(包含品牌理念因子、品牌形象因子和品牌人格化因子)、市場(chǎng)生態(tài)因子(包含品牌定位因子、品牌傳播因子和品牌忠誠因子)、制度生態(tài)因子(中國產(chǎn)業(yè)政策因子)和競(jìng)爭(zhēng)合作生態(tài)因子(行業(yè)競(jìng)爭(zhēng)與合作因子)。并分析了各生態(tài)因子的現(xiàn)狀。 (3)分析中國轎車自主品牌生態(tài)系統(tǒng)的生態(tài)價(jià)值的構(gòu)成,提出了生態(tài)價(jià)值的二維結(jié)構(gòu)模型。 (4)構(gòu)建中國轎車自主品牌生態(tài)系統(tǒng)價(jià)值效應(yīng)模型及實(shí)證研究。通過實(shí)證研究表明中國轎車自主品牌生態(tài)系統(tǒng)的技術(shù)生態(tài)因子、質(zhì)量生態(tài)因子、品牌理念生態(tài)因子、品牌形象生態(tài)因子、品牌忠誠生態(tài)因子、以及產(chǎn)業(yè)政策生態(tài)因子對(duì)中國轎車自主品牌生態(tài)系統(tǒng)經(jīng)濟(jì)價(jià)值和生態(tài)價(jià)值都有顯著影響；而服務(wù)生態(tài)因子、品牌傳播生態(tài)因子和競(jìng)爭(zhēng)合作生態(tài)因子對(duì)系統(tǒng)的生態(tài)價(jià)值有顯著影響,對(duì)經(jīng)濟(jì)價(jià)值影響不顯著；品牌人格化因子則對(duì)系統(tǒng)生態(tài)價(jià)值和經(jīng)濟(jì)價(jià)值的影響都不顯著。
[Abstract]:Ecological competition and brand competition in twenty-first Century is the protagonist of market competition. Various industries all to create a strong brand, get the value of brand competition as today the most powerful means. However, the conflict of values fuelling predatory exploitation and utilization of energy resources, but also aggravate the imbalance in the development of ecology. It is in this view of the crisis was mentioned in a very important position, ecological concept also gradually in the economic management field gradually. The modern economy is essentially an ecological economy, this paper China car brand ecological system as the research object, using ecology theory and viewpoints on autonomous brand ecosystem Chinese car theory, components, and China car brand ecosystem value effect, and empirical research.
This paper discusses the theoretical basis of related brand ecosystem, including the brand life cycle theory, the ecological value of brand theory and brand ecosystem theory, the concept of independent brand ecosystem China car is proposed based on the existing brand ecology theory, structure and characteristics, and analyzes the evolution process and operation mechanism of the independent brand ecosystem Chinese car. Secondly, on the basis of theoretical research, this paper analyzes the ecological factors of independent brand ecosystem China sedan, established Chinese car value effect of independent brand ecosystem model, and put forward the hypothesis of each factor on the Chinese car independent brand ecosystem economic value and ecological value of the relationship; through the questionnaire the form contained in the assumptions of the model for empirical analysis, discussed on the basis of empirical results, at the same time China car independent products Suggestions are put forward for the construction of the brand ecosystem. Finally, the research summary is made and the research limitations and future research directions are put forward.
The main research content and research results of the full text include:
(1) the concept of independent brand ecosystem China car was put forward and the study of its structure and characteristics. The brand ecosystem theory as the core, with the brand life cycle theory and brand ecological value theory, defines the concept of independent brand ecosystem China car, analyses the structure of independent brand ecosystem Chinese car, pointed out the characteristic unique brand ecosystem Chinese sedan and the general brand of different ecosystems.
(2) factors of independent brand ecosystem. Chinese car will constitute a factor independent brand ecosystem China car according to the correlation between products is divided into ecological factors (including product technology factor, quality factor and service factor, cultural and ecological factors (Bao Hanpin) brand concept factor, brand image and brand personality factor factor). Market ecological factors (including brand positioning factor, brand communication and brand loyalty factor, ecological factor (factor) system Chinese industrial policy factor) and competition cooperation ecological factors (competition and cooperation factors). And analyses the present situation of the ecological factors.
(3) the structure of ecological value of the independent brand ecosystem of Chinese car is analyzed, and a two-dimensional structure model of ecological value is put forward.
(4) the construction of the value effect of independent brand ecosystem model and empirical China car. Through empirical research indicates that the technology of ecological factor independent brand ecosystem Chinese cars, the quality of ecological factors, the concept of brand ecological factors, brand image and brand loyalty ecological factors, ecological factors, ecological factors and industrial policy has a significant impact on the economic China car independent brand ecosystem service value and ecological value; and ecological factors, significantly affected the ecological value of brand communication ecological factors and ecological factors on the competition and cooperation system, the economic value is not significantly affected; influence factor of brand personality system of ecological value and economic value are not significant.

【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2010
【分類號(hào)】：F273.2;F426.471

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 王丹;王玉;;中國汽車企業(yè)的軟實(shí)力測(cè)評(píng)和提升——來自上汽集團(tuán)的案例[J];中國工業(yè)經(jīng)濟(jì);2012年06期

相關(guān)博士學(xué)位論文 前1條

1 于樹青;基于生態(tài)位理論的城鎮(zhèn)品牌價(jià)值鏈構(gòu)建研究[D];中國海洋大學(xué);2012年

，

本文編號(hào)：1452107