摘要
本文将生态学中生物群落的概念引入到品牌管理研究中,提出了名牌群落的概念,即某一产业集群空间内相似的名牌产品或具有上下游关系的名牌企业所组成的若干名牌群体,它们如同生态系统中的生物种群一样,彼此有序协调地聚集形成群落现象。阐述了群聚现象在企业生态系统中的表现和名牌群落在产业区域内生存的形式。运用生态隐喻的方法,分析了名牌群落衍生过程中经历的五个阶段,指出名牌群落衍生的实质就是企业群落由低级向高级不断发展的过程。根据我国典型产业群中名牌群落的发展特点,并结合生物群落的基本特征,对名牌群落的基本特征进行了归纳和总结。
This paper introduces the biological communities of the ecology into the research of brand management and puts forward the concept of famous brand communities, that is, several brand groups composed of similar brand products in an industrial cluster or upstream and downstream companies, which gather concertedly and orderly like the biological population in an ecosystem. Then, it explains the performance of group phenomenon in ecological system and the existent form of famous brand commu- nities in industrial area. By using the method of ecological metaphors, it analyzes the five stages of the derivative process of brand communities and points out that the essence of brand derivation is the development of a business group from junior level to senior level. In addition, the basic features of famous brand communities are summarized, in combination with the basic features of biological community and in accordance to the development features of brand communities in our country.
出处
《企业经济》
北大核心
2013年第5期9-12,共4页
Enterprise Economy
基金
教育部人文社会科学青年基金项目“品牌生态视阈下名牌群落效应对区域品牌培育的影响机理研究”(批准号:11YJC630117)
吉林省科技厅科技发展计划项目“吉林省医药产业名牌企业群落培育机制与对策研究”(批准号:20120655)
关键词
名牌群落
衍生过程
基本特征
生态学隐喻
famous brand community
derivative process
basic characteristics
ecological metaphor
