品牌生态因子与企业“品牌互补”战略  

Brand Ecology Factors and Enterprises' Strategy for "Brand Complementary"

作　　者：任晓峰[1] 

机构地区：[1]南京财经大学营销与物流管理学院,江苏南京210046

出　　处：《南京财经大学学报》2011年第5期82-84,108,共4页Journal of Nanjing University of Finance and Economics

基　　金：江苏省高校哲学社会科学基金重点项目<江苏的品牌生态和品牌政策研究>(项目号:07SJB630010)

摘　　要："品牌互补"国际化战略把影响品牌发育的消费市场因子、社会生态因子以及企业生态因子恰当的结合起来,发掘市场潜在需求、建立顾客忠诚。以扩大顾客价值为着力点的的品牌互补战略在为顾客提供新的利益的同时,也使企业自身赢得了更大的价值创造和竞争优势,是一种超越零和竞争的战略思维。The international strategy for ＇ Brand Complementary＇ tries to explore potential need of market by properly combining different factors like consume market, social ecology, and enterprise ecology so as to establish customers＇ loyalty. Thus the strategy not only provides new benefit to the customers, but gains mere value. It is regarded as a competitive new strategic thinking.

关 键 词：品牌生态因子 品牌国际化 品牌互补战略 

分 类 号：F273.2[经济管理—企业管理]