数字生态系统下品牌联盟作用机理研究——以京东为例  

Research on the Mechanism of Brand Alliances in the Digital Ecosystem:A Case Study of JD

作　　者：李纯青 刘苗苗 黄红丽 LI Chun-qing;LIU Miao-miao;HUANG Hong-li(School of Economics and Management,Northwest University,Xi’an 710127,China;ZTE Corporation,Xi’an 710127,China)

机构地区：[1]西北大学经济管理学院,西安710127 [2]中兴通讯股份有限公司,西安710127

出　　处：《管理案例研究与评论》2024年第2期263-279,共17页Journal of Management Case Studies

基　　金：国家自然科学基金项目“数字化交互平台产品和客户体验旅程及客户投入的作用机理研究”(72172123)。

摘　　要：现代数字技术的发展给品牌联盟带来了新的机遇。基于权力理论,结合企业资源与资源整合交互视角,对京东进行纵向案例研究,采用质性研究法,通过对数据进行扎根分析构建新理论,研究证实,品牌联盟有多种类型且具有顺序性特征,因此,需对不同的品牌联盟进行单独分析。研究结果表明:(1)品牌联盟按照类型与顺序分为“互补型品牌联盟、杠杆型品牌联盟、整合型品牌联盟、互利型品牌联盟”四类;(2)所有类型的品牌联盟均通过不断交互形成新的资源池,以供企业重新进行资源配用。通过不同品牌联盟类型及品牌联盟发展顺序,构建品牌联盟在企业中的作用机制,为互联网企业以及数字化转型企业提供了一定的理论参考。The development of modern digital technology has brought new opportunities to brand alliances.This paper based on the power theory,combined with the interactive perspective of enterprise resources and resource integration,conducts a longitudinal case study on JD,adopts the qualitative research method,and builds a new theory through the rooted analysis of data.The research confirms that there are various types of brand alliances and they have sequential characteristics,so different brand alliances need to be analyzed separately.The results show that:(1)according to the type and order of brand alliance,brand alliance can be divided into four categories:complementary brand alliance,leveraged brand alliance,integrated brand alliance and mutual benefit brand alliance.(2)all types of brand alliances will continue to interact and form new resource pools for enterprises to re-allocate resources.Through different brand alliance models and the development sequence of brand alliance,the function mechanism of brand alliance in enterprises is constructed,which provides a certain theoretical reference for Internet enterprises and digital transformation enterprises.

关 键 词：资源整合 品牌联盟 数字生态系统 

分 类 号：F270[经济管理—企业管理]