品牌限制因子分析与品牌发展战略  

Analysis on Restrictive Factor for Brand and Brand Developing Strategy

作　　者：任晓峰[1] 

机构地区：[1]南京财经大学营销与物理管理学院,江苏南京210046

出　　处：《南京财经大学学报》2013年第2期60-65,共6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"江苏品牌生态和品牌政策研究"(项目编号:07SJB630010)资助

摘　　要："品牌互补"发展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 theory of Brand compensation properly combines consuming market factor, social ecology factor, and enterprise ecology factor in order to excavate potential demand, build customers＇ loyalty. Brand complementary strategy which is based on customer value will be able to not only provide customers new benefit, but also provide enterprises more value and more competitive advantages.

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]