品牌生态位发展本质、规律和机制研究  

作　　者：于尔东[1] 刘志峰[1] 

机构地区：[1]秦皇岛职业技术学院思政部

出　　处：《企业经济》2017年第9期18-22,共5页Enterprise Economy

基　　金：2017年度河北省社会科学发展研究课题民生调研专项课题"基于生态观的河北旅游品牌培育与产业融合发展研究"(项目编号:201701510)

摘　　要：品牌生态位是品牌经过长期发展形成的资源维度、功能地位和作用表现,其本质是品牌资源、功能和作用的有机结合体。本文在厘清品牌生态位概念的基础上,分析了品牌生态位具有的品牌发展资源竞争性、发展路径差异性、发展过程演化性、内外关系协同性的本质特征,基于系统论的主要思想和方法,总结了品牌生态位的环境适应规律、结构有序规律、内容充实规律、过程控制规律、动态平衡规律和发展延续规律,这些规律都是品牌生态位发展演化过程中必须遵循的基本规律。要培育优化品牌生态位,就必须合理构建发展机制,这些机制至少应该统筹考虑品牌生态位发展计划、发展目标、发展方式和发展动力等方面内容。Brand niche is the resource dimension, functional status and competitive performance after the development for a long time, and its essence is the organic combination that includes brand resources, functions and role. On the basis of clarifying the concept of brand niche, this paper analyzes the essential characteristics of brand competition, such as development resource competition, path difference, process evolution, and internal and external relation synergy. Based on the main ideas and methods of system theory, this paper summarizes the law of environment adaptation law, structure order law, content enrichment law, process control law, dynamic balance law and development continuation law, which are the basic laws the brand niche must follow. This paper argues that nurturing and optimizing the brand niche must rationally construct the development mechanism, which should at least take into account the brand niche development plan, development goals, development mode and development power and so on.

关 键 词：品牌生态位 发展本质 发展规律 发展机制 

分 类 号：F273.2[经济管理—企业管理]