品牌生態(tài)系統(tǒng)成長動力機制研究
發(fā)布時間：2018-10-15 15:30
【摘要】：隨著中國經(jīng)濟發(fā)展水平不斷提高,諸多中國企業(yè)也逐漸進入規(guī)范化、精益化的發(fā)展階段。但大量數(shù)據(jù)表明,中國企業(yè)品牌存續(xù)時間普遍較短。如何建立百年企業(yè),維持品牌的長久發(fā)展、健康發(fā)展成為品牌研究領(lǐng)域的重大課題。 品牌生態(tài)系統(tǒng)研究是品牌理論研究的最新發(fā)展階段。其以仿生學(xué)視角研究現(xiàn)實品牌問題的思想,對企業(yè)管理理論研究和企業(yè)實際經(jīng)營操作都有重要的指導(dǎo)意義。品牌生態(tài)系統(tǒng)主要由品牌企業(yè)、供應(yīng)鏈企業(yè)、公共組織、顧客等成員構(gòu)成,處于品牌生態(tài)系統(tǒng)中的品牌企業(yè)及其他系統(tǒng)成員有著復(fù)雜的能量流動路徑與資源配置規(guī)則。如何把握其中左右系統(tǒng)成長的關(guān)鍵因素并研究其作用機理,對提出相應(yīng)的品牌管理策略、改善中國品牌成長狀況有重要的現(xiàn)實意義。 因此,本文在前人研究基礎(chǔ)上,對品牌生態(tài)系統(tǒng)成長動力機制進行了規(guī)范分析,并利用結(jié)構(gòu)方程模型等研究工具對其內(nèi)部成長動力因素的作用機理進行了實證研究。 本文共分為六個部分。文章首先提出研究的意義、目標(biāo)、內(nèi)容、方法。其次通過對企業(yè)成長理路、生態(tài)系統(tǒng)成長理論、商業(yè)生態(tài)系統(tǒng)理論、品牌生態(tài)系統(tǒng)理論的回顧,厘清品牌生態(tài)系統(tǒng)理論發(fā)展脈絡(luò)。第三,提出品牌生態(tài)系統(tǒng)成長動力機制模型與假設(shè)。第四,利用結(jié)構(gòu)方程模型、回歸方程模型實證檢驗成長機制模型的解釋力,并對理論假設(shè)進行進一步的修正。第五,給出提升系統(tǒng)成長動力的建設(shè)性意見。最后,對研究結(jié)論進行歸納并指出研究創(chuàng)新點、局限及理論展望。 本文的創(chuàng)新研究成果主要包括：構(gòu)造并驗證了品牌生態(tài)系統(tǒng)成長動力因素的作用關(guān)系。系統(tǒng)成長動力因素可分為成長主動力因素和成長調(diào)節(jié)動力因素。主動力因素的顧客需求對系統(tǒng)成長提供基礎(chǔ),企業(yè)家精神是系統(tǒng)成長的第一動力。系統(tǒng)內(nèi)位勢競爭會推動系統(tǒng)內(nèi)相互學(xué)習(xí)、系統(tǒng)內(nèi)治理機制升級,后兩者又會正向影響系統(tǒng)成長。此外,還證明了政府政策支持與科學(xué)技術(shù)輸入對系統(tǒng)的調(diào)節(jié)作用,并發(fā)現(xiàn)了系統(tǒng)競爭對系統(tǒng)成長的消極作用。系統(tǒng)成員只有實施有針對性的管理策略才能取得良好的動力提升效果。
[Abstract]:With the development of China's economy, many Chinese enterprises have gradually entered the stage of standardization and lean development. However, a large number of data show that the duration of Chinese brands is generally shorter. How to establish a hundred-year enterprise, maintain the long-term development of the brand and develop healthily has become an important subject in the field of brand research. Brand ecosystem research is the latest stage of brand theory research. The idea of studying real brand problems from the perspective of bionics has important guiding significance for the theoretical research of enterprise management and the practical operation of enterprises. Brand ecosystem is mainly composed of brand enterprises, supply chain enterprises, public organizations, customers and other members. Brand enterprises and other system members in the brand ecosystem have complex energy flow path and resource allocation rules. How to grasp the key factors and study the mechanism of the system growth is of great practical significance to put forward the corresponding brand management strategy and improve the situation of Chinese brand growth. Therefore, on the basis of previous studies, this paper makes a normative analysis of the dynamic mechanism of brand ecosystem growth, and makes an empirical study on the mechanism of internal growth dynamics by using structural equation model and other research tools. This paper is divided into six parts. This paper first puts forward the significance, goal, content and method of the research. Secondly, through the review of enterprise growth theory, ecosystem growth theory, commercial ecosystem theory and brand ecosystem theory, the development of brand ecosystem theory is clarified. Thirdly, the dynamic mechanism model and hypothesis of brand ecosystem growth are put forward. Fourthly, we use structural equation model and regression equation model to test the explanatory power of growth mechanism model, and further revise the theoretical hypothesis. Fifthly, constructive suggestions are given to improve the system growth power. Finally, the conclusion is summarized and the innovation, limitation and theory prospect are pointed out. The main achievements of this paper are as follows: construct and verify the relationship between the factors of brand ecosystem growth. The dynamic factors of system growth can be divided into main dynamic factors of growth and dynamic factors of growth regulation. The customer demand of the main driving factor provides the foundation for the system growth, and the entrepreneurship is the first power of the system growth. Potential competition in the system will promote mutual learning within the system, upgrade the governance mechanism within the system, and the latter two will positively affect the growth of the system. In addition, it also proves the regulatory effect of government policy support and science and technology input on the system, and finds out the negative effect of system competition on the system growth. Only by implementing targeted management strategies can the system members achieve good results of dynamic upgrading.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F273.2;F224
本文編號：2272976
[Abstract]:With the development of China's economy, many Chinese enterprises have gradually entered the stage of standardization and lean development. However, a large number of data show that the duration of Chinese brands is generally shorter. How to establish a hundred-year enterprise, maintain the long-term development of the brand and develop healthily has become an important subject in the field of brand research. Brand ecosystem research is the latest stage of brand theory research. The idea of studying real brand problems from the perspective of bionics has important guiding significance for the theoretical research of enterprise management and the practical operation of enterprises. Brand ecosystem is mainly composed of brand enterprises, supply chain enterprises, public organizations, customers and other members. Brand enterprises and other system members in the brand ecosystem have complex energy flow path and resource allocation rules. How to grasp the key factors and study the mechanism of the system growth is of great practical significance to put forward the corresponding brand management strategy and improve the situation of Chinese brand growth. Therefore, on the basis of previous studies, this paper makes a normative analysis of the dynamic mechanism of brand ecosystem growth, and makes an empirical study on the mechanism of internal growth dynamics by using structural equation model and other research tools. This paper is divided into six parts. This paper first puts forward the significance, goal, content and method of the research. Secondly, through the review of enterprise growth theory, ecosystem growth theory, commercial ecosystem theory and brand ecosystem theory, the development of brand ecosystem theory is clarified. Thirdly, the dynamic mechanism model and hypothesis of brand ecosystem growth are put forward. Fourthly, we use structural equation model and regression equation model to test the explanatory power of growth mechanism model, and further revise the theoretical hypothesis. Fifthly, constructive suggestions are given to improve the system growth power. Finally, the conclusion is summarized and the innovation, limitation and theory prospect are pointed out. The main achievements of this paper are as follows: construct and verify the relationship between the factors of brand ecosystem growth. The dynamic factors of system growth can be divided into main dynamic factors of growth and dynamic factors of growth regulation. The customer demand of the main driving factor provides the foundation for the system growth, and the entrepreneurship is the first power of the system growth. Potential competition in the system will promote mutual learning within the system, upgrade the governance mechanism within the system, and the latter two will positively affect the growth of the system. In addition, it also proves the regulatory effect of government policy support and science and technology input on the system, and finds out the negative effect of system competition on the system growth. Only by implementing targeted management strategies can the system members achieve good results of dynamic upgrading.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：F273.2;F224
【引證文獻】
相關(guān)期刊論文 前1條
1 羅巍;崔園;;品牌生態(tài)系統(tǒng)運作機理文獻研究述評[J];企業(yè)導(dǎo)報;2012年10期
，本文編號：2272976
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