摘要
品牌生态位发展演化环境的复杂多变往往容易诱发品牌生态位危机,这不仅影响到品牌生态位的正常有序发展,还制约着品牌生态位的持续健康演化。品牌生态位危机主要表现为品牌生态位的形象危机、产品危机、信任危机、公共关系危机和市场危机等方面,体现出潜伏性、突发性、发展性、危害性和可控性等特征。外部环境"突变"、内部结构"无序"、管理机制"紊乱"和发展战略"缺位"等,会不同程度地诱发品牌生态位危机。因此,要树立危机意识、突出危机研究、加强危机管控、注重危机评估,着力解决品牌生态位危机,确保品牌生态位持续发展演化。
The complex and changeable environment of brand niche development often causes the brand niche crisis, which not only affects the normal and orderly development of brand niche, but also restricts the sustainable and healthy evolution of brand niche. Brand niche crisis mainly expresses the image crisis, product crisis, confidence crisis, public relation crisis and market crisis, and embodies the characteristics of being latent, sudden, developmental, harmful and controllable. The mutation of external environment, the disorder of internal structure, the confusion of management mechanism and the absence of development strategy will induce brand niche crisis to a different extent. Therefore, it is necessary to establish crisis consciousness, highlight crisis research, strengthen crisis control, focus on crisis assessment, and try to solve brand niche crisis so as to ensure the sustainable development of brand niche.
出处
《企业经济》
CSSCI
北大核心
2018年第7期21-25,共5页
Enterprise Economy
基金
2011年河北省软科学研究计划项目"产业集群品牌生态系统的形成机制与运作机理研究"(项目编号:114572142)
