發(fā)布時(shí)間：2018-05-19 00:37

  本文選題：品牌 + 品牌生態(tài)　； 參考：《企業(yè)經(jīng)濟(jì)》2014年07期

【摘要】：近年來,生物生態(tài)學(xué)理論被引介入品牌管理領(lǐng)域,逐步形成了品牌生態(tài)學(xué)科的基本概念、基本原理及基本方法。本文在國(guó)內(nèi)外相關(guān)文獻(xiàn)綜述基礎(chǔ)上,對(duì)品牌生態(tài)學(xué)科的發(fā)展歷程、框架與重點(diǎn)發(fā)展方向以及理論應(yīng)用前景進(jìn)行了分析。認(rèn)為品牌生態(tài)學(xué)科的發(fā)展基本上沿著一條由現(xiàn)象到概念再到原理及應(yīng)用的理論發(fā)展路徑展開,其框架主要包括研究意義、研究對(duì)象、概念體系、原理體系、研究方法體系以及應(yīng)用體系等。今后研究重點(diǎn)在于探索并界定品牌生命、品牌生態(tài)、品牌生態(tài)環(huán)境、品牌生態(tài)系統(tǒng)等的內(nèi)涵與基本命題,深入研究品牌生態(tài)系統(tǒng)構(gòu)成及內(nèi)在規(guī)律等。品牌生態(tài)學(xué)科理論方法的應(yīng)用有著廣闊前景。
[Abstract]:In recent years, the theory of biological ecology has been introduced into the field of brand management, and gradually formed the basic concept, basic principle and basic method of brand ecology. On the basis of literature review at home and abroad, this paper analyzes the development course, framework, key development direction and application prospect of brand ecology. It is considered that the development of the brand ecological discipline is basically carried out along a theoretical development path from phenomenon to concept to principle and application, and its framework mainly includes research significance, research object, concept system, principle system, and so on. Research method system and application system and so on. The focus of future research is to explore and define the connotation and basic proposition of brand life, brand ecological environment and brand ecosystem, and to study the composition and internal law of brand ecosystem. The application of the theory and method of brand ecological discipline has a broad prospect.
【作者單位】： 山東大學(xué)管理學(xué)院;
【基金】：國(guó)家自然科學(xué)基金項(xiàng)目“公共品牌創(chuàng)建、持續(xù)成長(zhǎng)及其治理研究”(批準(zhǔn)號(hào):71272121);國(guó)家自然科學(xué)基金項(xiàng)目“基于生態(tài)隱喻的品牌管理理論及其實(shí)證應(yīng)用研究”(批準(zhǔn)號(hào):70872062)
【分類號(hào)】：F273.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

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本文編號(hào)：1907949