【摘要】：對(duì)Interbrand和BrandZ品牌榜單的歷年數(shù)據(jù)研究表明,我國(guó)品牌依托國(guó)內(nèi)巨大的市場(chǎng)需求迅速壯大,在全球品牌體系中的地位不斷凸顯。同時(shí),我國(guó)品牌格局已呈現(xiàn)出中國(guó)移動(dòng)穩(wěn)居"第一品牌",金融業(yè)品牌穩(wěn)處"第一組團(tuán)",中央企業(yè)品牌排名前、體量大等鮮明特征。然而,我們將榜單中品牌群體視為品牌金字塔系統(tǒng)的"塔尖品牌群",采用"逼近理想解排序法"來(lái)評(píng)價(jià)我國(guó)品牌系統(tǒng)多樣性與主導(dǎo)性的協(xié)調(diào)度,研究發(fā)現(xiàn),我國(guó)品牌系統(tǒng)的產(chǎn)業(yè)格局長(zhǎng)期處于不協(xié)調(diào)的狀態(tài),以及這一品牌系統(tǒng)似乎并不支持"雙主導(dǎo)"。
[Abstract]:The data of Interbrand and BrandZ brand list show that Chinese brands are growing rapidly depending on the huge domestic market demand, and their status in the global brand system is becoming more and more prominent. At the same time, the brand pattern of our country has shown that China Mobile is the "first brand", the financial industry brand is stable "the first group", the central enterprise brand ranks first, the volume is large and so on. However, we regard the brand group in the list as the "top brand group" of the brand pyramid system, and use the "approximate ideal solution ranking method" to evaluate the coordination degree between diversity and dominance of the brand system in China. The industrial pattern of brand system in China has been in a state of disharmony for a long time, and this brand system does not seem to support "double dominance".
【作者單位】： 中南大學(xué)商學(xué)院;江西財(cái)經(jīng)大學(xué)產(chǎn)業(yè)集群與企業(yè)發(fā)展研究中心;
【基金】：國(guó)家社會(huì)科學(xué)基金項(xiàng)目(項(xiàng)目編號(hào):13CGL062) 教育部人文社科項(xiàng)目(項(xiàng)目編號(hào):11YJC630030) 江西省教育廳科技項(xiàng)目(項(xiàng)目編號(hào):GJJ12279) 國(guó)家自然科學(xué)基金項(xiàng)目(項(xiàng)目編號(hào):71272066)
【分類號(hào)】：F273.2

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