基于利益相关者视角的品牌价值创造机理分析
发布时间：2019-05-29 08:47
【摘要】： 品牌关系是品牌理论研究的一个重要概念和热点问题,建立并维系一个良好的品牌关系就等于为品牌的长远发展奠定了坚实基础。但研究品牌关系不能脱离品牌价值的研究,因为品牌价值的研究是品牌理论研究中最核心的部分。品牌理论虽然非常丰富,关于品牌价值的系统研究却相对较少。现有各种重要的品牌理论,如品牌形象、品牌识别、品牌资产、品牌传播、品牌定位等等,都在不同程度上涉及到品牌价值的研究,但却对品牌价值本质及其来源看法并不一致,很多研究都仅局限于品牌——消费者二者之间的关系,本论文在对国内外品牌理论研究文献进行综述和分析的基础上,结合当前企业品牌化战略实施过程中所暴露出的问题,提出品牌理论的研究视角应更多地放在如何协调多方品牌利益相关者上面来,并主张通过强化品牌关系不断提升品牌价值。 论文首先对国内外品牌理论相关文献进行综述,借此论述品牌关系对品牌价值创造的影响;其次,通过对品牌关系演化进程进行分析,并结合生态学相关原理,阐述基于品牌利益相关者视角对于品牌理论的深入研究具有重要意义;再次,结合当前品牌理论研究热点——品牌关系研究以及社会学相关原理,阐述了构建品牌关系网的必要性、可能性及其对提升品牌价值和促进品牌发展的重要意义;然后,通过基于利益相关者互动关系品牌价值理论研究述评,识别不同利益相关者需求差异性,阐述通过有效互动对品牌价值创造的重要意义并提出品牌价值创造机理框架;最后,构建了一个企业内部亚品牌关系网,并通过组织结构优化设计使之更利于企业品牌的发展。
[Abstract]:Brand relationship is an important concept and hot issue in brand theory research. the establishment and maintenance of a good brand relationship is tantamount to laying a solid foundation for the long-term development of brand. However, the study of brand relationship can not be separated from the study of brand value, because the research of brand value is the core part of brand theory research. Although the brand theory is very rich, the systematic research on brand value is relatively few. All kinds of important brand theories, such as brand image, brand identification, brand equity, brand communication, brand positioning and so on, all involve the research of brand value to varying degrees. However, there is no agreement on the nature of brand value and its origin, and many studies are limited to the relationship between brand and consumers. On the basis of summarizing and analyzing the literature of brand theory research at home and abroad, this paper is based on the review and analysis of brand theory research literature at home and abroad. Combined with the problems exposed in the implementation of enterprise brand strategy, this paper puts forward that the research perspective of brand theory should be more on how to coordinate multi-brand stakeholders. And advocate to strengthen the brand relationship to continuously enhance the brand value. Firstly, the paper summarizes the relevant literature of brand theory at home and abroad, and discusses the influence of brand relationship on brand value creation. Secondly, through the analysis of the evolution process of brand relationship, and combined with the relevant principles of ecology, this paper expounds that it is of great significance for the further study of brand theory based on the perspective of brand stakeholders. Thirdly, combined with the current brand theory research hotspots-brand relationship research and sociological related principles, this paper expounds the necessity and possibility of building brand relationship network and its significance to enhance brand value and promote brand development. Then, through the review of brand value theory based on stakeholder interaction, this paper identifies the differences of different stakeholders' needs, expounds the significance of effective interaction to brand value creation, and puts forward the mechanism framework of brand value creation. Finally, a sub-brand relationship network within the enterprise is constructed, and it is more conducive to the development of the enterprise brand through the optimization design of the organizational structure.
【学位授予单位】：重庆交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
本文编号：2487797
[Abstract]:Brand relationship is an important concept and hot issue in brand theory research. the establishment and maintenance of a good brand relationship is tantamount to laying a solid foundation for the long-term development of brand. However, the study of brand relationship can not be separated from the study of brand value, because the research of brand value is the core part of brand theory research. Although the brand theory is very rich, the systematic research on brand value is relatively few. All kinds of important brand theories, such as brand image, brand identification, brand equity, brand communication, brand positioning and so on, all involve the research of brand value to varying degrees. However, there is no agreement on the nature of brand value and its origin, and many studies are limited to the relationship between brand and consumers. On the basis of summarizing and analyzing the literature of brand theory research at home and abroad, this paper is based on the review and analysis of brand theory research literature at home and abroad. Combined with the problems exposed in the implementation of enterprise brand strategy, this paper puts forward that the research perspective of brand theory should be more on how to coordinate multi-brand stakeholders. And advocate to strengthen the brand relationship to continuously enhance the brand value. Firstly, the paper summarizes the relevant literature of brand theory at home and abroad, and discusses the influence of brand relationship on brand value creation. Secondly, through the analysis of the evolution process of brand relationship, and combined with the relevant principles of ecology, this paper expounds that it is of great significance for the further study of brand theory based on the perspective of brand stakeholders. Thirdly, combined with the current brand theory research hotspots-brand relationship research and sociological related principles, this paper expounds the necessity and possibility of building brand relationship network and its significance to enhance brand value and promote brand development. Then, through the review of brand value theory based on stakeholder interaction, this paper identifies the differences of different stakeholders' needs, expounds the significance of effective interaction to brand value creation, and puts forward the mechanism framework of brand value creation. Finally, a sub-brand relationship network within the enterprise is constructed, and it is more conducive to the development of the enterprise brand through the optimization design of the organizational structure.
【学位授予单位】：重庆交通大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2
【引证文献】
相关期刊论文 前1条
1 许慧;许家林;;中国企业社会责任信息披露现状解析与思考——基于中国95家上市公司的经验证据[J];会计论坛;2011年02期
，本文编号：2487797
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