品牌与利益相关者的互动机理和互动模式研究

发布时间：2018-05-02 17:45

本文选题：品牌关系 + 利益相关者　；参考：《云南财经大学学报》2014年06期

【摘要】：品牌关系理论认为品牌的实质是企业品牌与利益相关者之间的互动关系。以社会学、经济学和管理学等学科理论为基础,从品牌与利益相关者互动动因、互动响应模式、互动接触点、互动维度和互动类型等五个方面分析了品牌与利益相关者的互动机理,用博弈论分析了品牌与利益相关者的互动关系,构建了品牌与利益相关者互动的整体模型,并提出了基于品牌与利益相关者互动的全面品牌关系质量管理模型。
[Abstract]:Brand relationship theory holds that the essence of brand is the interaction between enterprise brand and stakeholders. Based on the theories of sociology, economics and management, from the interactive motivation, the interactive response model, the interactive contact point between the brand and the stakeholders, This paper analyzes the interaction mechanism between brand and stakeholders from five aspects, such as interaction dimension and interaction type, analyzes the interaction between brand and stakeholder with game theory, and constructs the overall model of brand and stakeholder interaction. And put forward a comprehensive brand relationship quality management model based on brand and stakeholder interaction.
【作者单位】：复旦大学管理学院;江苏师范大学商学院;西南政法大学管理学院;
【基金】：教育部人文社会科学研究一般项目(10YJC630078) 江苏师范大学博士学位教师科研支持项目(10XWR08)
【分类号】：F273.2;F279.2

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