数字化网络时代品牌资产共建的路径模型——基于淘宝网的探索性案例研究  

Brand Equity Co-creation Path Model in the Digital Network Era:An Exploratory Case Study Based on Taobao

作　　者：袁帆 董大海[1] 金玉芳[1] YUAN Fan;DONG Da-hai;JIN Yu-fang(School of Economics and Management,Dalian University of Technology,Dalian 116023,China)

机构地区：[1]大连理工大学经济管理学院,大连116023

出　　处：《管理案例研究与评论》2023年第3期323-336,共14页Journal of Management Case Studies

基　　金：国家社会科学基金资助项目“网络评论中的距离信息对评论效果的影响研究”(20BGL124)。

摘　　要：数字化网络时代使品牌资产构建面临新情境。在高度开放且松散耦合的复杂网络环境中,如何使多元利益相关者协同实现品牌资产共建,尚缺乏系统性剖析。以淘宝网为研究对象,采用探索性案例研究方法,探讨新情境下品牌资产共建的驱动因素和机理,挖掘多网络层级利益相关者实现共建的过程和协同机制,以动态化和系统性视角构建品牌资产共建的路径模型。拓展了品牌资产构建研究的情境,揭示了品牌资产基于开放的复杂网络系统交互构建的“黑箱”,可为企业开展品牌资产共建提供理论启示和案例借鉴。In the digital network era,brand equity is being developed in a new scenario,and there is a lack of systematic analysis on how to enable multiple stakeholders to co-construct brand equity in a highly open and loosely coupled complex network environment.Aiming at constructing a brand equity co-creation path model from a dynamic and systematic perspective,this article adopts an exploratory case study approach,taking Taobao as research object,and exploring the driving factors and mechanisms for brand equity co-creation under the new scenario and the co-creation process and collaborative mechanisms among multiple stakeholders at different network levels.This article expands the scenario of brand equity co-creation research,reveals the“black box”of brand equity construction based on an open and complex network system,and provides theoretical insights and practical reference for enterprises to construct brand equity together.

关 键 词：品牌资产 利益相关者共建 淘宝网 案例研究 

分 类 号：F270[经济管理—企业管理]