【摘要】：要素品牌化作為一種提升要素供應(yīng)商與相關(guān)終端制造商競(jìng)爭(zhēng)優(yōu)勢(shì)的有效手段,在實(shí)踐領(lǐng)域已得到廣泛應(yīng)用,并受到國外學(xué)術(shù)界的關(guān)注。本文按照要素品牌化實(shí)施主導(dǎo)方的不同,將要素品牌化劃分為由要素供應(yīng)商主導(dǎo)的和由終端制造商主導(dǎo)的兩種,然后分別從這兩個(gè)視角,對(duì)要素品牌化的內(nèi)涵進(jìn)行了歸納和總結(jié),并對(duì)國內(nèi)外要素品牌化的研究現(xiàn)狀進(jìn)行了梳理,最后對(duì)未來研究方向進(jìn)行了展望,以期為要素品牌化實(shí)踐與后續(xù)研究提供有益的參考和借鑒。
[Abstract]:Factor branding, as an effective means to enhance the competitive advantage of factor suppliers and related terminal manufacturers, has been widely used in the field of practice and attracted the attention of foreign academic circles. According to the difference of the leading parties in the implementation of element branding, this paper divides the feature branding into two types: the factor supplier-led and the terminal manufacturer-led, and then from these two perspectives, The connotation of element branding is summarized, and the current research situation of element branding at home and abroad is combed. Finally, the future research direction is prospected. In order to provide useful reference and reference for the brand practice and follow-up research.
【作者單位】： 南開大學(xué)商學(xué)院;東北林業(yè)大學(xué)經(jīng)濟(jì)管理學(xué)院;
【基金】：國家自然科學(xué)基金項(xiàng)目《轉(zhuǎn)型經(jīng)濟(jì)背景下B2B品牌資產(chǎn)的來源路徑、形成機(jī)理及溢出效應(yīng)》(批準(zhǔn)號(hào):71302065) 中央高�；究蒲袠I(yè)務(wù)項(xiàng)目(批準(zhǔn)號(hào):2572014CC05)
【分類號(hào)】：F273.2

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 陸娟;邊雅靜;;不同元素品牌聯(lián)合模式下的主品牌聯(lián)合效應(yīng)研究[J];管理世界;2010年11期

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本文編號(hào)：2454751