资源与环境双约束下中小企业品牌成长策略的动态演化——对蒙牛、恒源祥、格兰仕成长历程的跨案例分析  

作　　者：黄永春[1,2] 李光明[1] 张钰[1] 

机构地区：[1]河海大学商学院 [2]河海大学"世界水谷"与水生态文明协同创新中心

出　　处：《企业经济》2017年第3期34-41,共8页Enterprise Economy

基　　金：国家社会科学基金重点项目"供需匹配视角下提升我国新兴产业企业家创业胜任力的政策供给研究"(项目编号:16AGL005)

摘　　要：中小企业在面临资源与环境双约束的情况下,往往难以直接创建自主品牌。因此,中小企业经营者往往结合其成长阶段,以及成长资源和成长环境的约束,来选择适宜的品牌成长策略。本文以中小企业成长阶段为切入点,运用资源成长论和战略匹配论,构建了"资源-能力-成长"的分析框架,并借助该分析框架,对蒙牛、恒源祥、格兰仕3家创业型民营企业品牌成长历程进行跨案例比较,指出中小企业应根据成长阶段、成长资源和成长环境动态选择创牌策略,以推进企业的品牌转型。在初创期,应积累创牌能力,可以采取品牌比附、合资生产、贴牌加工、品牌租赁、品牌嫁接等策略;在成长期,应创建自主品牌,可以采取造势创牌、共享创牌、自主创牌、品牌联盟等策略;在成熟期,应经营品牌资产,可以采取品牌差异化、虚拟化、国际化等策略。It＇s difficult for SMEs to create OBM under resource and environment constraints. SMEs should combine their growth stage, growing resource and environment constraints to choose suitable brand growing strategies. Therefore, this paper takes growth stage as the breakthrough point, and uses the resource growth theory and the strategic matching theory to build an analytical frame- work of ＂resource-ability-growth＂. With this analytical framework and through comparing and analyzing the brand growth processes of the three entrepreneurial private enterprises such as Mengniu, Galanz and Heng Yuan Xiang, this paper points out that SMEs should dynamically be based on the growth stage, the growth resources and the growth environment to select brand strategies to promote the business transformation. In the start-up period, SMEs can take the strategies like brand at- tachment, joint venture production, OEM, leasing and brand grafting to accumulate brand-creating abilities. In the growth period, SMEs can take the strategies like brand promotion, brand sharing, OBM and brand alliance to create their own brands. In the mature period, SMEs can take the strategies like brand differentiation, brand virtualization and brand internationalization to run brand assets.

关 键 词：资源与环境 中小企业 成长策略 动态演化 

分 类 号：F276.3[经济管理—企业管理]