中国企业品牌引领力提升战略研究  

Research on the Strategy Frameworks of Enhancing Chinese Brand’s Leadership

作　　者：王海忠[1] Wang Haizhong(School of Management,Sun Yat-sen University)

机构地区：[1]中山大学管理学院

出　　处：《营销科学学报》2023年第1期18-40,共23页Journal of Marketing Science

基　　金：国家自然科学基金委重点项目资助(批准号:71832015)。

摘　　要：本文以中国企业已具备较好的规模基础为背景,从三个视角提出了中国企业提升品牌引领力的战略方向,它们构成全文的主体内容。提升中国企业品牌引领力的三大战略方向如下:从精神文化视角,加强品牌的精神文化激励作用;从经济基础视角,发挥品牌对高质量发展的撬动作用;从技术牵引视角,重视品牌数字化身营销。本文明确指出,中国企业已经积累了一定的规模基础,当前使命是提升品牌引领力。本文创新性地拓展了品牌的精神文化新角色以及品牌建设的精神文明新属性,创新性地提出品牌无形资产在作为微观经济主体的企业的业绩增长和宏观社会经济可持续发展中的战略地位;创新性地从政府宏观治理与企业微观管理两个层面,提出了提升中国品牌引领力的战略思路。The present paper proposes that brand(corporate or product)can additionally perform the spiritual and cultural function,in addition to its traditional material function.So,the works involved with brand-building are defined as building not only a material but also a spiritual civilization of the country.Therefore,brand research related knowledge should be applied at both the macro-level of public governance policies and the micro-level of enterprise management.Motivated by the goal of building China a strong modern economy in the new era,this paper proposes three brand-related strategies to help Chinese brands to obtain leadership in the world.The proposed three brand-related strategies include enhancing the brand’s function of spiritual and cultural stimulation,applying the brand’s leveraging function to economy’s quality development,and valuing brand’s avatar marketing.The author discusses the general conclusions,theoretical contributions,and implications at the macro level of public policy and micro level of enterprise management.

关 键 词：品牌引领力 品牌文化资产 高质量发展品牌战略 品牌数字化身营销 

分 类 号：F273.2[经济管理—企业管理]