生态隐喻视角下名牌群落的衍生及其基本特征

发布时间：2018-02-01 02:37

本文关键词： 名牌群落衍生过程基本特征生态学隐喻　出处：《企业经济》2013年05期 　论文类型：期刊论文

【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。
[Abstract]:In this paper, the concept of biological community in ecology is introduced into the study of brand management, and the concept of brand community is put forward. That is, a number of famous brand groups composed of similar famous brand products in a certain industrial cluster space or famous brand enterprises with upstream and downstream relationships, which are like biological populations in an ecosystem. In this paper, the phenomenon of cluster in enterprise ecosystem and the form of survival of famous brand community in industrial area are expounded. The method of ecological metaphor is used. The five stages in the process of the derivation of famous brand community were analyzed. It is pointed out that the essence of the derivative of the famous brand community is the process of the continuous development of the enterprise community from the lower level to the higher level, according to the development characteristics of the famous brand community in the typical industrial clusters in China, and combined with the basic characteristics of the biological community. The basic characteristics of famous brand community were summarized and summarized.
【作者单位】：吉林财经大学工商管理学院;吉林财经大学市场营销系;
【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)
【分类号】：F273.2;F062.9
【正文快照】： 一、名牌群落的概念(一)品牌、名牌的概念及生态学在品牌管理研究中的应用关于品牌的概念,国内外学者的认识早已比较成熟和统一。Philip Kotler将其界定为,“品牌是一种名称、名词、标记符号或设计,抑或是它们的组合运用,其作用在于使人易于辨认某个或某群销售者的产品或劳务,

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