基于自组织理论视角下的品牌价值演化  

作　　者：王秋红[1,2] 

机构地区：[1]江西九江学院会计学院 [2]中南财经政法大学

出　　处：《企业经济》2016年第7期35-40,共6页Enterprise Economy

基　　金：教育部人文社会科学重点研究基地重大项目"企业国际竞争力与自主品牌战略"(项目编号:13JJD630012);河南省软科学研究计划项目"基于自主品牌战略视角的企业国际竞争力培育研究"(项目编号:14240411093);广东省教育厅青年创新人才类项目"自主品牌战略与企业国际竞争力的理论演化路径研究"(项目编号:2014WQNCX046)

摘　　要：随着经济全球化及资源环境压力的逐步增强,传统产业的低成本价格优势已经丧失,品牌尤其是强势品牌将成为未来市场竞争的主要武器,品牌价值的高低也将成为衡量国家及企业核心竞争力的重要指标。然而,由于目前缺乏对自主品牌价值演化的系统客观认知,造成现实中对自主品牌的价值测度存在一定的差异性。因此,本文引入自组织理论,阐述了品牌系统的自组织性,剖析了自主品牌价值演化的自组织机理,提出了"经济新常态"下提升品牌价值,增强企业核心竞争力的建议:宏观上,需要政府各部门提供良好的物质、能量及信息等外部政策环境;微观上,品牌所属企业应充分发挥组织协调功能,促使品牌系统各利益相关者实现品牌价值共创。With the economic globalization and the resource environment constraints, the advantages of low cost and price in traditional industries have been lost. Brand, especially strong brand, will become the main weapon in the future market competition, and brand value will be an important index to measure the core competitiveness of a country or enterprises. However, the lack of system objective cognition of brand value evolution causes certain differences in measuring the value of independent brand assets currently. Therefore, in this paper, we introduce the theory of self-organization, elaborate the brand system self-organization, analyze the self-organization of the independent brand value evolution, and draw on the conclusion on how to improve brand value and enhance enterprise core competitiveness in the new normal economy. On a macro level, it is government＇s duty to prove good exterior policy environment to acquire high-quality materials, enough energies and information. On a micro level, enterprises with brands should give full play to their organization and coordination functions, which will help stakeholders in the brand system to achieve and promote brand value.

关 键 词：品牌价值 自组织理论 演化机理 

分 类 号：F230[经济管理—会计学]