國外品牌重塑研究綜述
發(fā)布時間:2019-06-07 14:26
【摘要】:隨著競爭的日益激烈,越來越多的企業(yè)考慮到長期戰(zhàn)略發(fā)展,開始實施品牌重塑戰(zhàn)略。近十年來國外一些學(xué)者開始了對品牌重塑的研究,取得了一定的研究成果。而我國針對品牌重塑的研究遠遠滯后于發(fā)達國家,甚至是很多發(fā)展中國家,相關(guān)研究成果極少。本文從品牌重塑的含義、驅(qū)動因素、研究模型、利益相關(guān)者等方面對國外的現(xiàn)有研究進行了綜述,這對于促進國內(nèi)的相關(guān)理論研究以及商業(yè)實踐都具有參考價值。
[Abstract]:With the increasingly fierce competition, more and more enterprises take into account the long-term strategic development, began to implement brand reconstruction strategy. In the past ten years, some foreign scholars have begun to study brand remodeling, and have achieved some research results. However, the research on brand remolding in China lags far behind that of developed countries, even many developing countries, and the related research results are very few. This paper summarizes the existing research abroad from the aspects of the meaning, driving factors, research models and stakeholders of brand reconstruction, which has reference value for promoting the relevant theoretical research and business practice in China.
【作者單位】: 大連科技學(xué)院管理工程系;
【分類號】:F273.2
[Abstract]:With the increasingly fierce competition, more and more enterprises take into account the long-term strategic development, began to implement brand reconstruction strategy. In the past ten years, some foreign scholars have begun to study brand remodeling, and have achieved some research results. However, the research on brand remolding in China lags far behind that of developed countries, even many developing countries, and the related research results are very few. This paper summarizes the existing research abroad from the aspects of the meaning, driving factors, research models and stakeholders of brand reconstruction, which has reference value for promoting the relevant theoretical research and business practice in China.
【作者單位】: 大連科技學(xué)院管理工程系;
【分類號】:F273.2
【共引文獻】
相關(guān)期刊論文 前2條
1 王俊峰;王巖;馬越;;企業(yè)品牌重塑:驅(qū)動力、策略及過程模型研究——基于西方品牌重塑的基礎(chǔ)理論[J];長春理工大學(xué)學(xué)報(社會科學(xué)版);2014年02期
2 陳麗英;何勛;辜應(yīng)康;;國際酒店集團并購歷程中的再品牌策略研究——以雅高和希爾頓集團為例[J];旅游學(xué)刊;2013年10期
相關(guān)碩士學(xué)位論文 前4條
1 沈建鋒;中電投金元集團股份有限公司并購重組文化融合策略研究[D];哈爾濱理工大學(xué);2013年
2 嚴(yán)芳琴;老字號品牌活化策略的有效性研究[D];華東師范大學(xué);2014年
3 黃茵茵;基于顧客感知價值的老字號品牌信任研究[D];廣東外語外貿(mào)大學(xué);2014年
4 沈梁燕;我國行業(yè)協(xié)會聲譽的影響因素與重塑研究[D];華東師范大學(xué);2014年
【相似文獻】
相關(guān)期刊論文 前10條
1 顧潔;;歐美品牌重塑的故事[J];中國品牌;2007年11期
2 尚亦s,
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