企业内部知识共享、品牌进化与营销绩效实证研究  

Empirical Study on Knowledge Sharing, Brand Evolution and Marketing Performance of Enterprises

作　　者：杨保军[1] Yang Baojun(Business School,North Minzu Univesity,Yinchuan 750021,China)

机构地区：[1]北方民族大学商学院,宁夏银川750021

出　　处：《科技管理研究》2018年第19期159-164,共6页Science and Technology Management Research

基　　金：国家自然科学基金项目"网络嵌入视角下基于创新能力提升与品牌进化的回族老字号企业成长机理与路径研究"(71662001);宁夏哲学社会科学规划项目"‘一带一路’战略背景下宁夏特色农业走出去路径研究"(16NXAYJ01);宁夏青年拔尖人才项目"宁夏特色农产品区域品牌价值共创路径与政策研究"(2016)

摘　　要：回族老字号在近百年发展过程中,依靠内部的技术传承和经营理念促进了品牌发展壮大。基于239份回族老字号数据调查表明,企业内部知识共享与品牌进化显著相关,企业内部知识共享以品牌进化作为中介变量提高营销绩效。由此,企业品牌进化管理应重视内部知识资源积累;在企业内部构建知识共享机制,促进品牌进化知识交流;加强团队建设,促进品牌管理团队知识共享。In the past hundred years, the old brand of the Hui nationality has promoted the development of the brand by relying on the internal technology inheritance and management idea. Based on 239 old brand data of Hui nationality, it is shown that knowledge sharing within enterprises is significantly related to brand evolution, and brand evolution is used as an intermediary variable to improve marketing performance. Therefore, enterprise brand evolution management should pay attention to the accumulation of internal knowledge resources, build a knowledge sharing mechanism within enterprises, promote brand evolution knowledge exchange, strengthen team building, and promote brand management team knowledge sharing.

关 键 词：内部知识共享 品牌进化 营销绩效 回族老字号 

分 类 号：F204[经济管理—国民经济] G301[文化科学]