生态位视角下跨国企业东道国品牌族群构建及成长机制案例研究  

Research on Brand Cluster Building and Growth Mechanism of Transnational Corporation in Host Countries from the Perspective of Ecological Niche:Developing the Chinese Market Case Study of Vokswagen

作　　者：许晖[1] 邓伟升 张海军[1] 

机构地区：[1]南开大学商学院 [2]中国特色社会主义经济建设协同创新中心

出　　处：《管理学报》2017年第9期1263-1273,共11页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71472097);国家科技支撑计划资助项目(2015BAK46B01)

摘　　要：基于品牌生态位视角,通过对大众汽车集团在华本土化经营的纵向案例研究,探索跨国企业东道国品牌族群的构建及其成长机制。研究发现,品牌生态位位移引发的企业生态响应是品牌族群发展的内在源动力;独立性与协同性相统一是构建及培育品牌族群的基本原则;品牌族群的构建及成长过程历经初创阶段、发展阶段和成熟阶段,分别聚焦于框架构建、体系完善及合力塑造;这3个阶段的成长重点从结构建设到能力培育逐渐过渡,成长目的是形成强劲持久的市场牵引力,实现企业的可持续发展。最后,基于此构建了跨国企业东道国品牌族群成长模型。Based on the brand ecological niche perspective, this study explores the construction and the growth mechanism of brand cluster of multinational enterprises in host countries, by using longitu- dinal case study on the localization of the Volkswagen Group in China. It is found that：①the enter- prise ecological response caused by brand niche displacement is internal motive force of brand cluster＇ s development;②unification of independence and coordination is the fundamental principle to construct and cultivate brand cluster; ③under the process of initial stage, developing stage and mature stage, brand cluster building and growth focus on frame construction, system perfection and cohesiveness; ④ the key point of each stage transfers from structure construction to ability cultivation with the purpose of building long-term market traction and ultimately aiming at sustainable development. Based on the analysis of Volkswagen group＇s development in China market, this study analyzes the relationship be- tween the brand niche construction/displacement and the ecological response of enterprises, finally constructs the growth model of the multinational enterprises＇ brand cluster in host countries.

关 键 词：生态位 生态位位移 生态响应 品牌族群 

分 类 号：C93[经济管理—管理学]