绿色品牌生态系统:概念内涵、赋能逻辑与研究议题  

Green Brand Ecosystem:Concept Connotation,Empowerment Logic and Research Issues

作　　者：邓伟升 朱协 文传浩 DENG Weisheng;ZHU Xie;WEN Chuanhao(School of Business Administration and Tourism Management,Yunnan University,Kunming Yunnan 650504,China;Institute of Economics,Yunnan University,Kunming Yunnan 650504,China)

机构地区：[1]云南大学工商管理与旅游管理学院,云南昆明650504 [2]云南大学经济学院,云南昆明650504

出　　处：《生态经济》2023年第3期39-46,56,共9页Ecological Economy

基　　金：国家社会科学基金重大项目“长江上游生态大保护政策可持续性与机制构建研究”(20&ZD095);云南省基础研究计划面上项目“非接触经济下的品牌资产形成机理研究:基于在线价值共创视角”(202101AT070269);云南省哲学社会科学规划科普重点项目“社科普及志愿服务的实践策略研究”(SKPJ202153)。

摘　　要：绿色品牌和品牌生态作为目前的研究热点,将两者融合的绿色品牌生态系统内涵是什么?文献研究表明,绿色品牌生态系统以获得绿色忠诚、实现绿色发展为目的,兼具商业生态系统和自然生态系统的属性,是商业生态系统与自然生态系统耦合发展的产物,对“共同构建人与自然生命共同体”具有重要启示意义。因此,结合实际案例,从是否存在主导品类出发,将绿色品牌生态系统分为三类,紧扣绿色品牌生态系统的核心品牌载体,提出未来需要重点关注的七个研究议题,并从理论创新、内外部衍生应用、价值识别和评估以及未来完善空间几方面提出研究展望。Green brand and brand ecology are the current research hotspots.What is the connotation of the green brand ecosystem that integrates them?Studies have shown that the green brand ecosystem,with the aim of obtaining green loyalty and realizing green development,has the attributes of both commercial ecosystem and natural ecosystem,and is the product of the coupling development of commercial ecosystem and natural ecosystem,which has important enlightenment significance for“jointly building the community of human and natural life”.Therefore,based on the actual case,this paper divides the green brand ecosystem into three categories,closely follows the core brand carrier of the green brand ecosystem,puts forward seven research topics that need to be focused on in the future,and puts forward research prospects from the aspects of theoretical innovation,internal and external derivative application,value identification and evaluation,and future improvement space.

关 键 词：绿色品牌 绿色消费 品牌生态系统 可持续发展 

分 类 号：F062.2[经济管理—政治经济学]