發(fā)布時(shí)間：2018-04-11 05:40

  本文選題：知識(shí)管理 + 品牌進(jìn)化　； 參考：《合肥工業(yè)大學(xué)》2015年博士論文

【摘要】：品牌進(jìn)化作為品牌生態(tài)研究的重要理論,是品牌隨時(shí)間而發(fā)生的成長(zhǎng)演化過(guò)程。知識(shí)作為品牌進(jìn)化過(guò)程中獲取競(jìng)爭(zhēng)優(yōu)勢(shì)的重要來(lái)源,知識(shí)管理決定了品牌的進(jìn)化績(jī)效。甘寧青地區(qū)的回族老字號(hào)作為民族區(qū)域市場(chǎng)的標(biāo)志性品牌,面臨著全球化背景下顧客需求變化、技術(shù)創(chuàng)新和國(guó)內(nèi)外競(jìng)爭(zhēng)對(duì)手的壓力。本文基于甘寧青回族老字號(hào)的長(zhǎng)期跟蹤,從知識(shí)管理視角出發(fā),采取扎根理論、案例研究、實(shí)證研究等質(zhì)性和定量研究的方法,從品牌進(jìn)化概念出發(fā),對(duì)品牌進(jìn)化的影響因素、路徑,模型進(jìn)行了研究,深入挖掘回族老字號(hào)品牌成長(zhǎng)的規(guī)律�；陔[喻的視角,品牌是一種特殊的生命體,一樣存在進(jìn)化的進(jìn)程。從品牌發(fā)展的過(guò)程來(lái)看,一方面品牌在演進(jìn)中傳承著上一代品牌的基因,使品牌保持特色和連續(xù)性,另一方面也不斷接納來(lái)自外部的品牌基因,對(duì)自身品牌進(jìn)行改造,使品牌逐步趨于時(shí)尚,更加適應(yīng)市場(chǎng)競(jìng)爭(zhēng)的需要,品牌進(jìn)化反映品牌與其生態(tài)環(huán)境相互作用的動(dòng)態(tài)演變過(guò)程。從知識(shí)角度來(lái)看,基于多源的內(nèi)外部知識(shí)推動(dòng)著品牌進(jìn)化,使品牌獲得更多的知識(shí)來(lái)源,在市場(chǎng)上表達(dá)出差異化的特征。那么,品牌是如何進(jìn)化的,品牌在進(jìn)化過(guò)程中受到什么因素的影響,知識(shí)管理在品牌進(jìn)化過(guò)程中起到什么作用,不同的品牌進(jìn)化路徑最終如何影響品牌績(jī)效?為更進(jìn)一步探討這些問(wèn)題,本文創(chuàng)新性的構(gòu)建了知識(shí)管理—品牌進(jìn)化—品牌績(jī)效的理論模型,研究者借助地處甘寧青地區(qū)的便利,深入到甘肅、寧夏、青海等回族老字號(hào)聚集的地區(qū),聯(lián)絡(luò)各種類(lèi)型的回族老字號(hào)企業(yè),對(duì)企業(yè)中高層管理人員進(jìn)行訪(fǎng)談,調(diào)研該地區(qū)的回族老字號(hào)顧客,利用三年來(lái)積累的訪(fǎng)談數(shù)據(jù)和239份有效問(wèn)卷調(diào)查數(shù)據(jù),應(yīng)用扎根理論構(gòu)建品牌進(jìn)化路徑的探索模型,并依次利用單案例和多案例研究方法分析企業(yè)內(nèi)部知識(shí)源、企業(yè)外部知識(shí)源、顧客品牌知識(shí)源三維度影響的品牌進(jìn)化路徑,在此基礎(chǔ)上通過(guò)實(shí)證分析方法驗(yàn)證知識(shí)管理與品牌進(jìn)化、品牌績(jī)效之間的相關(guān)性。本文的主要研究結(jié)論認(rèn)為:(1)品牌進(jìn)化是基于品牌生態(tài)研究反映品牌成長(zhǎng)演化過(guò)程的核心品牌理論,研究品牌進(jìn)化有助于促進(jìn)品牌的成長(zhǎng)和創(chuàng)新�；谖墨I(xiàn)研究表明,品牌不僅僅是商品名稱(chēng)或標(biāo)記,品牌定位、品牌戰(zhàn)略、品牌資產(chǎn)、品牌管理等理論研究揭示了品牌的內(nèi)涵。但是,品牌是不斷成長(zhǎng)演進(jìn)的,必須以動(dòng)態(tài)發(fā)展的思維反映品牌成長(zhǎng)的過(guò)程,基于品牌關(guān)系和品牌生態(tài)理論基礎(chǔ)上的品牌進(jìn)化理論為研究現(xiàn)代品牌成長(zhǎng)過(guò)程提供了重要理論基礎(chǔ)。(2)知識(shí)管理是影響品牌進(jìn)化路徑的主效應(yīng)。品牌的本質(zhì)是知識(shí),企業(yè)知識(shí)管理主要分為企業(yè)內(nèi)部知識(shí)、企業(yè)外部知識(shí)和顧客品牌知識(shí)三個(gè)維度,研究發(fā)現(xiàn)企業(yè)知識(shí)管理的三個(gè)維度對(duì)品牌進(jìn)化具有顯著的影響。研究表明:第一,產(chǎn)品特色的維系和品質(zhì)的保證是回族老字號(hào)內(nèi)部知識(shí)傳承和共享的重要的結(jié)果;第二,區(qū)域消費(fèi)者獨(dú)特的文化需求和宗教需求促使企業(yè)與顧客品牌知識(shí)的交流互動(dòng),有效的品牌保護(hù)和維權(quán)實(shí)現(xiàn)了品牌的傳承和形象的維系;第三,基于技術(shù)創(chuàng)新、文化創(chuàng)新、管理創(chuàng)新形成的內(nèi)部知識(shí)流動(dòng)與共享提高了回族老字號(hào)的產(chǎn)品質(zhì)量,賦予品牌創(chuàng)新的內(nèi)涵;第四,基于外部知識(shí)的流入和顧客品牌知識(shí)的獲取使老字號(hào)企業(yè)在吸納知識(shí)的過(guò)程中產(chǎn)品和技術(shù)獲得創(chuàng)新,從而實(shí)現(xiàn)了品牌的進(jìn)化;第五,基于甘寧青地區(qū)回族老字號(hào)與顧客的交流互動(dòng),企業(yè)內(nèi)外部知識(shí)的流入流出,實(shí)現(xiàn)了品牌知識(shí)的傳播與品牌形象的進(jìn)化�；谄髽I(yè)知識(shí)管理形成的品牌進(jìn)化路徑將揭示不同企業(yè)品牌成長(zhǎng)過(guò)程中路徑的差異,對(duì)相關(guān)企業(yè)品牌成長(zhǎng)具有重要的推動(dòng)作用。(3)顧客的品牌知識(shí)管理、企業(yè)內(nèi)部知識(shí)管理和企業(yè)外部知識(shí)管理與品牌進(jìn)化顯著正相關(guān),品牌進(jìn)化管理作為重要的中介變量對(duì)品牌績(jī)效正相關(guān)。顧客品牌知識(shí)管理、企業(yè)內(nèi)部知識(shí)管理和企業(yè)外部知識(shí)管理對(duì)進(jìn)化績(jī)效的影響通過(guò)中介變量“品牌進(jìn)化”產(chǎn)生作用,品牌進(jìn)化的調(diào)控著顧客品牌知識(shí)管理、企業(yè)內(nèi)部知識(shí)管理和企業(yè)外部知識(shí)管理,推動(dòng)品牌不斷進(jìn)化提高。本文的創(chuàng)新點(diǎn)在于:第一,提出基于品牌生態(tài)理論的品牌進(jìn)化問(wèn)題,構(gòu)建了品牌進(jìn)化理論模型,推進(jìn)了品牌理論的研究;第二,通過(guò)對(duì)影響品牌進(jìn)化的企業(yè)內(nèi)部知識(shí)、企業(yè)外部知識(shí)、顧客品牌知識(shí)進(jìn)行分析,提出了知識(shí)管理視角的品牌進(jìn)化的路徑;第三,本研究以品牌進(jìn)化作為中介變量,構(gòu)建知識(shí)管理、品牌進(jìn)化與品牌進(jìn)化績(jī)效模型,以實(shí)證分析方法探索知識(shí)管理、品牌進(jìn)化對(duì)品牌進(jìn)化績(jī)效的影響。本研究通過(guò)質(zhì)性和定量研究將回族老字號(hào)品牌成長(zhǎng)的背景與經(jīng)驗(yàn)運(yùn)用到品牌進(jìn)化層面,拓展了品牌動(dòng)態(tài)成長(zhǎng)研究層次,為進(jìn)一步研究做出了新的嘗試。
[Abstract]:Brand evolution as an important theoretical study of brand ecosystem, is the growth and evolution of brand with time. As an important source of knowledge in the process of brand evolution of competitive advantage, knowledge management determines the brand evolution performance. Gan-Ning-Qing region of the Hui nationality as a time-honored symbol of national and regional market brand, facing the customer demand changes under the background of globalization, technological innovation and international competition pressure. In this paper, the long-term tracking Gan-Ning-Qing Hui time-honored based from the perspective of knowledge management, adopt grounded theory, case study, empirical research methods of qualitative and quantitative research, starting from the brand concept of evolution path, factors, the impact on brand evolution. The model of deep excavation of Hui nationality time-honored brand growth pattern. Based on the perspective of metaphor, the brand is a kind of special life, like the existence of evolution The process of brand development process. From the point of view, a brand heritage of a generation of brand genes in the evolution, characteristics and maintain brand continuity, on the other hand, the acceptance of brand genes from the outside, to transform their own brand, the brand gradually become fashion, the more the need to adapt to market competition brand evolution reflects the dynamic interaction, the brand and its ecological environment evolution process. From the perspective of knowledge, multiple internal and external knowledge based on promoting brand evolution, make the brand more knowledge sources, expression characteristics to differentiate in the market. So, how the brand is brand evolution, what factors influence in evolution in the process of knowledge management, what role to play in the brand in the process of evolution, how different evolutionary paths influence the final brand brand performance? For further on these issues, this paper set The construction of the new theoretical model of knowledge management, brand performance, brand evolution - the researchers located in Gan Ningqing area by means of convenience, go to Gansu, Ningxia, Qinghai Hui time-honored gathering areas, with various types of Hui time-honored enterprises, interviews with enterprises in senior management, research in this area the Hui time-honored customers, using three years to accumulate the interview data and 239 questionnaire survey data, explore the model of brand evolution path based on grounded theory, research methods and followed by a single case and the case analysis of enterprise internal knowledge source, enterprise external knowledge source, brand evolution path influence customer brand knowledge source 3D on the basis of the empirical analysis method to verify the knowledge management and brand evolution, the correlation between brand performance. The main conclusions of the paper are that: (1) brand evolution Is the study of brand ecology reflects the growth and evolution of brand's core brand based on the theory of brand evolution helps to promote the growth of brand and innovation. Based on the literature research shows that, not only is the brand name of commodity or mark, brand positioning, brand strategy, brand equity, brand management research theory reveals the connotation of the brand. However, brand is the growing evolution, must reflect the brand growth process with dynamic development thinking, brand evolution theory of brand relationship and brand ecology theory on the basis of the research based on the modern brand growth process provides an important theoretical basis. (2) the knowledge management is the main effect factors of brand evolution path. The brand is the essence of knowledge. Enterprise knowledge management is divided into internal and external knowledge of enterprise knowledge, customer brand knowledge in three dimensions, the study found that enterprise knowledge management in three dimensions Has significant effect on brand evolution. The results show that: first, maintain and guarantee of quality products are characteristics of the Hui time-honored internal knowledge inheritance and sharing important results; second, the regional consumer unique cultural needs and religious demand of enterprise and customer brand knowledge interaction knowledge, effective brand protection and rights realization the inheritance and the maintenance of the brand image; third, based on technology innovation, culture innovation, management innovation of internal knowledge flow and sharing to improve Hui time-honored product quality, meaning to give the brand innovation; fourth, the inflow of external knowledge and customer knowledge acquisition the time-honored brand enterprises in the process of absorbing knowledge products and technology innovation based on realized brand evolution; fifth, Hui Gan Ningqing area interaction time-honored and customer based on the enterprise external knowledge The inflow and outflow, realize the spread of brand knowledge and brand image of the brand evolution. Evolutionary path of enterprise knowledge management based on the forming process of brand growth path will reveal the differences of different enterprises, plays an important role in promoting enterprises related to the growth of the brand. (3) brand customer knowledge management, enterprise knowledge management is positively related and outside the enterprise knowledge management and brand evolution, brand evolution management as important mediators are related to the brand performance. Customer knowledge management, enterprise internal knowledge management and knowledge management performance of enterprise external evolution through the intermediary variable "brand evolution", brand evolution regulation of customer brand knowledge management, enterprise internal outside the enterprise knowledge management and knowledge management, promote the brand evolution increased. The innovation of this paper lies in: first, based on the brand Brand evolution of ecological theory, constructs the brand evolution model, promote the research of brand theory; second, through the internal influence on brand evolution of enterprise knowledge, enterprise external knowledge, analysis of customer brand knowledge, put forward the brand evolution path from the perspective of knowledge management; third, the research on brand evolution as an intermediary variable and the construction of knowledge management, brand evolution and brand performance evolution model, explore the knowledge management by empirical analysis method, influence the brand evolution of the brand evolution performance. This study through qualitative and quantitative research will grow Hui time-honored brand of background and experience to use in the brand level, expand the brand growth dynamic research level, make a new attempt for further study.

【學(xué)位授予單位】：合肥工業(yè)大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F273.2;F279.27
，

本文編號(hào)：1734690