品牌生态理论研究动态及展望  

作　　者：王启万[1,2] 朱虹[1] 王兴元[3] 

机构地区：[1]南京大学商学院,江苏南京210093 [2]常州大学商学院 [3]山东大学管理学院,山东济南250100

出　　处：《企业经济》2017年第3期14-22,共9页Enterprise Economy

基　　金：国家社会科学基金项目“中国体育用品品牌生态位构成维度、影响机制及提升对策研究”(项目编号:16BTY052)

摘　　要：品牌生态研究对品牌定位与塑造、品牌关系梳理,以及品牌资产的提升都具有重要意义。本文通过对国内外现有文献的分析、比较和总结,发现品牌生态理论研究聚焦于品牌生态的性质,以及品牌生态系统、品牌生态位及品牌生态管理等问题,这些研究奠定了现有的品牌生态理论基础,但是在品牌的“生态”功能挖掘、品牌群整体生态系统的构建以及品牌生态位维度及要素体系、前置因素和后效机制构建等方面尚需作进一步研究。The study of brand ecology is of great significance to the brand positioning and building, the sorting of brand relation, and the promotion of brand equity. By the analysis, comparison and summarization of the literature at home and abroad, it shows that the study of brand ecosystem has focused on the nature of brand ecology, brand ecosystem, brand ecological niche and brand ecological management. Some research achievements have been attained in those fields, which has laid a good theoretical foundation. However, further study needs to be conducted on the following aspects such as the exploration of brand ecological functions, the construction of brands ecosystem, and the brand ecological niche dimensions, con- stituents, antecedents and aftereffects mechanism.

关 键 词：品牌生态 品牌生态系统 品牌生态位 品牌生态管理 

分 类 号：F270[经济管理—企业管理]