品牌认同视角下“生产商-经销商-终端商”价值共创的逻辑再构  

Logical Reconstruction of Value Co-creation of“Manufacturer Distributor Terminal”from the Perspective of Brand Identity

作　　者：梁明杰 马信春 陆清翻 刘旭梅 LIANG Ming-jie;MA Xin-chun;LU Qing-fan;LIU Xu-mei(School of Economics and Management,Tarim University,Alar Xinjiang 843300,China)

机构地区：[1]塔里木大学经济与管理学院,新疆阿拉尔843300

出　　处：《科技和产业》2021年第4期187-193,共7页Science Technology and Industry

基　　金：新疆维吾尔自治区社科联理论与实践研究课题重点项目(19ZJFLZ05);新疆塔里木大学国家级大学生创新创业项目(202010757069)。

摘　　要：随着产业链与供应链的深入与完善,以品牌认同为引领的价值创造再一次引起关注,基于“生产商-经销商-终端商”三位一体的价值共创思维是重塑品牌形象强化品牌认同的关键。研究认为:经销商层面中人口基数、人均可支配收入、配送能力等是实现价值增值的因素,生产商层面中市场费用支持、分销政策支持、品牌战略提升是促进价值提升的关键,终端商层面中客情维护、货龄管理、品牌维护是保障价值实现的途径。With the deepening and improvement of the industrial chain and supply chain,the value creation led by brand identity has attracted attention again.The value co-creation thinking based on the trinity of“manufacturer distributor terminal”is the key to reshape brand image and strengthen brand identity.The results show that:the population base,per capita disposable income,distribution capacity and other factors are the factors to achieve value-added in the dealer level;the market cost support,distribution policy support and brand strategy promotion are the key to promote the value increase at the manufacturer level;customer maintenance,age management and brand maintenance are the paths to ensure the value realization at the terminal level.

关 键 词：品牌认同 乳制品分销 价值共创 

分 类 号：F724.1[经济管理—产业经济]