本文選題：生態(tài)位 + 中小品牌��； 參考：《山東大學》2010年博士論文

【摘要】： 20世紀90年代以來,中小企業(yè)迅速成長為我國經(jīng)濟發(fā)展中的主要力量,尤其在我國長江三角洲地區(qū),中小企業(yè)如雨后春筍般迅速成長,并造就了大量成功的民營企業(yè)家。與中小企業(yè)的茁壯成長相比,中小企業(yè)品牌發(fā)展的現(xiàn)狀卻相對落后,中小企業(yè)品牌沒有取得應有的競爭優(yōu)勢,其創(chuàng)作的經(jīng)濟總量、總價值與世界市場占有率不對稱：中小企業(yè)擁有全國知名品牌比例遠低于市場覆蓋率；中小企業(yè)普遍對品牌建設(shè)重視不夠,多采用貼牌和無牌生產(chǎn)模式；中小企業(yè)普遍存在品牌弱勢,出口商品價格低廉。這一現(xiàn)狀使得中小品牌業(yè)主開始思考品牌的價值與作用,品牌建設(shè)開始受到關(guān)注。 同時,從我國現(xiàn)有的研究狀況來看,對中小品牌的研究遠遠滯后于當前中小企業(yè)的成長。一方面,從理論基礎(chǔ)來看,眾多以民營企業(yè)為代表的中小品牌發(fā)展找不到合適的品牌成長模式或戰(zhàn)略,往往都是從實戰(zhàn)中自我摸索,并形成適合本企業(yè)的中小品牌成長模式或方法。雖然從實踐的層面上看,中小品牌企業(yè)自我探索的成長模式有較強的經(jīng)驗指導能力,但其普及范圍必然狹小,適應性較弱,只適合某一個體企業(yè)或某一行業(yè)內(nèi)相似企業(yè)之間的學習與借鑒。因此,實踐的快速成長需要扎實的理論基礎(chǔ)來支撐。另一方面,從中小品牌成長模式的現(xiàn)狀分析,我國中小品牌的成長呈現(xiàn)出短命、快速的特點,一些中小品牌在瞬間能夠迅速成名,但也能在瞬間急速消逝,這種現(xiàn)象如何解釋?由此,中小品牌的持續(xù)成長成為當前市場經(jīng)濟發(fā)展最需要思考的問題之一。從我國對中小品牌成長模式的現(xiàn)有研究來看,內(nèi)容是微乎其微,甚至是一片空白,作者以“品牌成長模式”為主題檢索相關(guān)學術(shù)期刊,獲得的結(jié)果為零。 因此,基于實踐需要和理論支撐的平衡考慮,本研究將借鑒生態(tài)學中的生態(tài)位理論,研究中小品牌企業(yè)及其品牌產(chǎn)品在品牌生態(tài)系統(tǒng)中如何慣性成長以及如何突破性成長,從而在品牌生態(tài)系統(tǒng)中形成中小品牌穩(wěn)定的位置和空間,并從戰(zhàn)略視角基于生態(tài)位理論提煉出中小品牌成長模式。論文對中小品牌的成長時期界定為品牌生命周期的成長階段,圍繞品牌成長階段進行中小品牌的相關(guān)研究。在這個成長階段中,中小品牌或者依據(jù)傳統(tǒng)的成長路徑逐步擴大其品牌生態(tài)位,最終成長為其品牌生態(tài)系統(tǒng)中的大品牌；或者適當?shù)馗淖兟窂?躋身到其它品牌生態(tài)系統(tǒng)中,成為核心主導品牌；或者突破傳統(tǒng)生態(tài)系統(tǒng),自我創(chuàng)建一個成長的品牌生態(tài)系統(tǒng)。論文緊緊圍繞三個核心問題展開：(1)中小企業(yè)品牌生態(tài)位是什么?其包含哪些內(nèi)容、維度、功能等?(2)在品牌生態(tài)系統(tǒng)中,哪些因素會驅(qū)動并影響中小品牌成長模式的形成?(3)關(guān)鍵因素對中小品牌成長模式的作用機理如何?(4)由此而形成的基于生態(tài)位理論的中小品牌成長模式有哪些?這些模式如何促進中小品牌在品牌生態(tài)系統(tǒng)中成長壯大?概況而言,本文的研究目的就是解決中小企業(yè)品牌生態(tài)位“是什么”、中小品牌成長模式“為什么”形成以及成長模式“怎么樣”的問題。 為解決第一個“中小企業(yè)品牌生態(tài)位是什么”的問題,本文第三章對中小企業(yè)品牌生態(tài)位理論作出界定,并對其進行分類,從品牌生態(tài)位原理思考對中小品牌成長模式的啟示,同時,引入消費者認知概念進入中小企業(yè)品牌生態(tài)位的界定,并以某一中小品牌作為案例驗證消費者認知概念在中小企業(yè)品牌生態(tài)位理論中的有效性和可行性。 本文第四章解決所提出的第二個問題,即中小品牌成長模式在品牌生態(tài)系統(tǒng)中的成長驅(qū)動和影響因素。文章首先羅列并分析可能影響中小品牌成長模式的相關(guān)因素,再通過主成份分析,提煉出影響中小品牌成長模式的主因子,由此識別出消費者品牌價值需求、品牌生態(tài)系統(tǒng)中的品牌合作、中小品牌創(chuàng)新能力、中小品牌企業(yè)家作用、中小品牌棲息地政府作用等5個主因子。 根據(jù)第四章研究結(jié)果,本文第五章內(nèi)容即解決所提出的第三個問題“關(guān)鍵因子對中小品牌成長模式的作用機理如何?”,該章以分析關(guān)鍵因子的作用機理為研究對象,構(gòu)建作用機理的概念模型并提出相應的研究假設(shè),通過研究關(guān)鍵變量對中小品牌成長模式的作用,在闡述主因子的重要性的同時論證了生態(tài)位思想對中小品牌成長模式的影響和作用。同時,本章加入實證定量分析方法,以濟南中小企業(yè)品牌為調(diào)查對象,采用SPSS和AMOS7.0等統(tǒng)計軟件工具,驗證數(shù)據(jù)對概念模型中研究假設(shè)的支持或反對,從而剖析中小品牌是如何成長的,以及在成長模式過程中的變量關(guān)系與作用。 第六章是為了解決所提出的第四個問題,即基于生態(tài)位理論的中小品牌成長模式有哪些?這些模式如何促進中小品牌在品牌生態(tài)系統(tǒng)中成長壯大?借鑒生態(tài)位理論的相關(guān)思想,提出中小品牌成長的6種成長模式：中小品牌自然成長模式、中小品牌集群成長模式、中小品牌協(xié)同進化成長模式、中小品牌生態(tài)社區(qū)成長模式、中小品牌寄生成長模式、中小品牌生態(tài)位構(gòu)建成長模式,并就各種模式分別進行模式形成、模式特點、模式成長策略闡述,并建立評價模型樹。以高科技行業(yè)中小品牌、制造業(yè)中小品牌、建筑業(yè)中小品牌和旅游業(yè)中小品牌4個行業(yè)為典型,請20位專家與相關(guān)人員組成的評價小組對4個行業(yè)分別采取6種成長模式進行模糊評價,最后進行統(tǒng)計排列,得出不同行業(yè)對應的成長模式的合適度。 第七章是研究結(jié)論與展望。對本研究過程的相關(guān)結(jié)論進行匯總,并就未來中小品牌成長進行研究展望。 論文在研究方法上采用了隱喻研究方法、文獻研究與規(guī)范研究方法、實證定量研究方法,從定性研究論述和定量數(shù)據(jù)驗證等方面闡述中小品牌成長模式的相關(guān)內(nèi)容。通過上述理論研究與實證檢驗,本文得到以下研究結(jié)論： 第一,中小企業(yè)品牌生態(tài)位屬于品牌生態(tài)位中的一類,包括中小個體企業(yè)品牌生態(tài)位、中小種群品牌生態(tài)位、中小群落品牌生態(tài)位三個層面,本研究以前兩個層面為研究對象。從根本上說,中小企業(yè)品牌生態(tài)位研究離不開市場的接受和認可,“消費者認知”概念由此引入中小企業(yè)品牌生態(tài)位的界定,從消費者認知程度和質(zhì)量等方面界定了中小企業(yè)品牌生態(tài)位。 第二,從品牌生態(tài)系統(tǒng)中看,影響中小品牌成長模式的主因子包括消費者品牌價值需求、品牌生態(tài)系統(tǒng)中的品牌合作、中小品牌創(chuàng)新能力、中小品牌企業(yè)家作用、中小品牌棲息地政府作用等5個主因子,這5大主因子分別從品牌價值生態(tài)位、品牌市場生態(tài)位、品牌技術(shù)生態(tài)位、品牌資源生態(tài)位等生態(tài)位維度對中小品牌成長模式發(fā)揮作用。 第三,5大主因子中消費者品牌價值需求因子和中小品牌棲息地政府作用因子是中小品牌成長模式的起點解釋變量：從市場行為來看,消費者品牌價值需求因子是中小品牌企業(yè)形成成長模式的根本因子,沒有消費者的品牌價值需求,就不可能促使中小品牌在市場上形成相應的品牌價值生態(tài)位,中小品牌就沒有存在的意義；從主觀能動性來看,企業(yè)家作用是中小品牌成長模式形成的軟要素,當前我國大多數(shù)中小品牌源自于民營企業(yè),在民營企業(yè)中企業(yè)家意志和作用非常明顯,企業(yè)家的品牌意識能夠左右整個中小企業(yè)的品牌成長；從我國中小品牌成長的現(xiàn)狀來看,中小品牌棲息地政府對中小品牌成長模式有著非常大的作用,政府往往通過相應的措施直接促成區(qū)域內(nèi)某些中小品牌集聚,從宏觀到微觀區(qū)域的例子如長江三角洲區(qū)域的中小品牌集聚、渤海灣新型中小品牌集聚、城市高新區(qū)的中小高科技品牌集聚、城市服裝批發(fā)區(qū)的中小服裝品牌集聚、城市家居行業(yè)的中小品牌集聚等等,無不說明了中小品牌棲息地政府的作用。品牌合作與中小品牌創(chuàng)新能力分布是作用機理概念模型中的中介變量,消費者品牌價值需求和中小品牌棲息地政府作用都需要通過這兩個變量對成長模式產(chǎn)生影響。中小品牌企業(yè)家作用是消費者品牌價值需求對中小品牌成長模式的調(diào)節(jié)變量,改變量作用于消費者品牌價值需求對中小品牌成長模式的影響方向和強度,當中小品牌企業(yè)家發(fā)揮積極作用時,會促進消費者品牌價值需求對中小品牌成長模式的影響,反之亦然。 第四,根據(jù)中小品牌生態(tài)位理論以及作用機理概念模型的驗證推導出中小品牌在品牌生態(tài)系統(tǒng)中成長的6種模式：中小品牌自然成長模式、中小品牌集群成長模式、中小品牌協(xié)同進化成長模式、中小品牌生態(tài)社區(qū)成長模式、中小品牌寄生成長模式、中小品牌生態(tài)位構(gòu)建成長模式。通過模糊層次評價及各分,得出,適合高科技行業(yè)中小品牌的前3種成長模式分別是自然成長模式、寄生成長模式、集群成長模式；適合制造業(yè)中小品牌的前3種成長模式分別是集群成長模式、協(xié)同進化成長模式、中小品牌生態(tài)位構(gòu)建成長模式;適合建筑業(yè)中小品牌的前3種成長模式分別是協(xié)同進化成長模式、中小品牌生態(tài)位構(gòu)建成長模式、自然成長模式；適合旅游業(yè)中小品牌的前3種成長模式分別是生態(tài)社區(qū)成長模式、中小品牌生態(tài)位構(gòu)建成長模式、協(xié)同進化成長模式。 本研究的創(chuàng)新點主要體現(xiàn)在以下幾個方面：(1)從生態(tài)位理論思考中小品牌企業(yè)成長,從自然視角解釋論證中小品牌企業(yè)成長的自然現(xiàn)狀現(xiàn)象,為中小品牌持續(xù)成長給予理論支持,為中小品牌企業(yè)家實施品牌戰(zhàn)略道路給予信心和指導。(2)引入消費者認知概念界定中小企業(yè)品牌生態(tài)位概念。(3)提煉出影響中小品牌成長模式的5大主因素,并建立相應的作用機理概念模型。(4)基于品牌生態(tài)位概念提出6種中小品牌成長模式,并就4類典型行業(yè)進行成長模式選擇的評價和排序,得出相應結(jié)論。
[Abstract]:Since 1990s, the rapid growth of small and medium-sized enterprises has been the main force in the economic development of our country. Especially in the Yangtze River Delta region, small and medium-sized enterprises have sprung up rapidly and brought up a large number of successful private entrepreneurs. Compared with the growth of small and medium-sized enterprises, the status of the development of small and medium-sized enterprises is relatively backward. The small enterprise brand has not obtained the competitive advantage, the total value of its creation, the total value and the market share of the world market is asymmetrical: the proportion of the small and medium enterprises with the well-known brand is far below the market coverage; the small and medium enterprises generally pay little attention to the brand construction, and more use the OEM and unlicensed production mode; the small and medium enterprises are common Brand weakness and low export prices make the small and medium-sized brand owners begin to think about the value and role of the brand, and brand building is attracting attention.
At the same time, from the current research situation in China, the research on small and medium brands is far behind the growth of the current medium and small enterprises. On the one hand, from the theoretical basis, many small and medium brand development, represented by private enterprises, can not find the appropriate brand growth mode or strategy. The medium and small brand growth mode or method. Although from the practical level, the growth mode of self exploration of small and medium brand enterprises has strong experience guiding ability, but its popularization is narrow and weak in adaptability. It is suitable for the learning and learning of similar enterprises in a certain individual enterprise or in a certain industry. Therefore, the practice is fast. Growth needs a solid theoretical basis to support. On the other hand, from the analysis of the status quo of the growth model of small and medium brands, the growth of small and medium brands in China presents short life, fast characteristics, and some small and medium-sized brands can quickly become famous in the instant, but they can also disappear quickly in the instant. It is one of the most important problems to consider for the development of the current market economy. From the current research on the growth model of small and medium brands in China, the content is very small and even a blank. The author retrieves the related academic periodicals on the theme of "brand growth model", and the results are zero.
Therefore, based on the balance of practical needs and theoretical support, this study will draw on the ecological niche theory in ecology to study how the medium and small brand enterprises and their brand products develop in the brand ecosystem and how to break through, thus forming the stable position and space of small and medium brands in the brand ecosystem, and from the war. A brief view is based on the niche theory to extract the medium and small brand growth model. The paper defines the growth period of the medium and small brands as the growth stage of the brand life cycle, and carries out the related research on the medium and small brands around the stage of brand growth. In this growing stage, small and medium brands or the traditional growth path gradually expand their brand ecology. It will eventually grow into a big brand in its brand ecosystem, or change the path appropriately to become the core leading brand in the other brand ecosystem, or break through the traditional ecosystem and create a growing brand ecosystem. The thesis is closely related to three core issues: (1) the brand ecology of small and medium-sized enterprises What is the position? What content, dimension, function, etc.? (2) in the brand ecosystem, which factors will drive and influence the formation of the medium and small brand growth mode? (3) what is the mechanism of the key factors on the medium and small brand growth mode? (4) what are the models based on niche theory based on the niche theory? How to promote the growth and growth of small and medium brands in the brand ecosystem? For a general survey, the purpose of this study is to solve the "what" niche of small and medium-sized enterprises' brand niche, the formation of "why" and "how" in the growth model of the medium and small brand growth model.
In order to solve the problem of the first "niche of small and medium enterprise brand", the third chapter defines the niche theory of small and medium-sized enterprises, and classifies them. From the principle of brand niche, we think about the enlightenment to the growth model of small and medium brands, and introduce the definition of consumer cognition into the definition of brand niche of small and medium-sized enterprises. A case of a small and medium-sized brand is used to verify the validity and feasibility of consumer cognition in the brand niche theory of SMEs.
The fourth chapter of this paper solves the second problems of the growth model of the medium and small brand growth model in the brand ecosystem. Firstly, the article lists and analyzes the related factors that may affect the growth mode of the medium and small brands, and then extracts the main factors of the growth model of the medium and small brands through the principal component analysis, and thus recognises the main factors of the growth model of the medium and small brands. 5 main factors, such as brand value demand of consumers, brand cooperation in brand ecosystem, innovation ability of small and medium brand, role of small and medium brand entrepreneurs, and government role of small and medium brand habitat.
According to the results of the fourth chapter, the fifth chapter of this article is to solve the third questions "how the key factors play a role in the medium and small brand growth model". This chapter takes the role mechanism of the key factors as the research object, constructs the conceptual model of the mechanism of action and puts forward the corresponding research hypothesis, through the study of the key variables. On the role of the medium and small brand growth model, the importance of the main factor is expounded and the influence and function of niche idea on the medium and small brand growth model are demonstrated. At the same time, this chapter joins the empirical quantitative analysis method, taking the small and medium enterprises in Ji'nan as the survey object, using the statistical software tools such as SPSS and AMOS7.0 to verify the data to the conceptual model. The support or objection of the hypothesis is analyzed to analyze how the small and medium sized brands grow and the variable relationship and effect in the process of growth mode.
The sixth chapter is to solve the fourth problems raised, namely, what are the medium and small brand growth models based on Niche Theory? How do these models promote the growth and growth of small and medium brands in the brand ecosystem? Using the related ideas of niche theory to put forward 6 growth patterns of small and medium brand growth: the natural growth model of small and medium brands The growth mode of small and medium brand cluster, the cooperative evolution model of small and medium brand, the model of small brand ecological community growth, the parasitic growth model of small and medium brands, the growth model of small and medium brand niche, and the pattern formation, pattern characteristics and model growth strategy of various models, and the establishment of evaluation model tree. 4 industries of small and medium brand, small brand in manufacturing industry, small and medium brand in construction industry and small and medium brand in tourism industry are typical. 20 experts and relevant personnel are invited to make fuzzy evaluation of 6 growth modes in 4 industries. Finally, statistical arrangement is carried out, and the appropriateness of the corresponding growth model of different industries is obtained.
The seventh chapter is the conclusion and Prospect of the study. The relevant conclusions of this research process are summarized, and the future growth prospects of small and medium brands are prospected.
In this paper, the methods of metaphor study, literature research and normative research method, empirical quantitative research method, qualitative research exposition and quantitative data validation are used to explain the related content of the medium and small brand growth model.
First, the niche of small and medium enterprise brand is a kind of brand niche, including brand niche of small and medium sized enterprises, niche of small and medium population brand and brand niche of small and medium community, and the previous two levels are the research object. Fundamentally, the research of brand niche of small and medium-sized enterprises can not be separated from the acceptance and recognition of the market. But the concept of "consumer cognition" introduces the definition of niche of small and medium enterprise brand, and defines the niche of small and medium-sized enterprise brand from the level of consumer cognition and quality.
Second, from the brand ecosystem, the main factors that affect the growth model of the medium and small brands include the consumer brand value demand, brand cooperation in the brand ecosystem, the innovation ability of small and medium brand, the role of small and medium brand entrepreneurs, and the role of the small and medium brand habitat government. The 5 main factors are from the brand value, respectively. Niche dimensions such as brand market niche, brand technology niche, brand resource niche and other niche dimensions play a role in the growth mode of small and medium-sized brands.
Third, among the 5 major factors, the consumer brand value demand factor and the medium and small brand habitat government function factor are the starting point explanatory variables of the medium and small brand growth model: from the market behavior, the consumer brand value demand factor is the root factor of the medium and small brand enterprises to form the growth model, and there is no consumer brand value demand. It is impossible to encourage the small and medium brands to form the corresponding niche of brand value, and the small and medium brands have no significance. From the subjective initiative, the role of entrepreneurs is the soft element of the growth model of small and medium brands. Most of the small and medium brands in our country are derived from private enterprises and the will and role of entrepreneurs in private enterprises. It is very obvious that the brand awareness of the entrepreneurs can affect the brand growth of the whole small and medium-sized enterprises. From the current situation of the growth of small and medium brands in China, the small and medium brand habitat government has a great effect on the growth model of small and medium brands. The micro regional examples, such as the small and medium brand agglomeration in the Yangtze River Delta region, the new small and medium brand agglomeration in Bohai Bay, the small and medium high-tech brand agglomeration in the urban high tech Zone, the small and medium clothing brand agglomeration in the urban clothing wholesale area, the small and medium brand agglomeration in the urban household industry, etc., have no doubt that the role of the small and medium brand habitat government. Brand cooperation and the distribution of small and medium brand innovation ability are intermediary variables in the conceptual model of action mechanism. The consumer brand value demand and the role of the small and medium brand habitat government need to influence the growth model through these two variables. The role of small and medium brand entrepreneurs is the adjustment of the consumer brand value demand to the growth model of small and medium brands. The influence of brand value demand on the growth pattern of small and medium brand is the direction and intensity. When small and medium brand entrepreneurs play a positive role, they will promote the impact of consumer brand value demand on the growth model of small and medium brands, and vice versa.
Fourth, according to the niche theory of medium and small brands and the validation of the conceptual model of the mechanism of action, 6 models for the growth of small and medium brands in the brand ecosystem are derived: the natural growth model of small and medium brands, the growth mode of small and medium brand clusters, the cooperative evolution model of small and medium brands, the growth mode of small and medium brand ecological community, and the mailing of small and medium brands The first 3 growth modes suitable for small and medium brands in high-tech industry are natural growth mode, parasitic growth model and cluster growth mode, and the first 3 growth modes suitable for small brand in manufacturing are cluster growth mode, respectively. Cooperative evolution growth model, small brand niche construction growth model; the first 3 growth models suitable for small and medium brands in construction industry are co evolution growth model, small brand niche construction growth model, natural growth model, and the first 3 growth models suitable for small and medium brands in tourism are the ecological community growth model, Brand niche construction growth mode, co evolution growth mode.
The innovation points of this study are mainly reflected in the following aspects: (1) thinking about the growth of small and medium brand enterprises from the niche theory, explaining the natural status of the growth of small and medium brand enterprises from a natural perspective, giving theoretical support for the sustainable growth of small and medium brands, and giving confidence and guidance to the brand strategy of small and medium-sized brand entrepreneurs. 2) introducing the concept of consumer cognition to define small and medium-sized enterprises
【學位授予單位】：山東大學
【學位級別】：博士
【學位授予年份】：2010
【分類號】：F273.2

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