摘要
品牌已经成为反映一个地区经济实力的重要指标,如何培育区域内的自主品牌成了品牌管理中的一个关键问题。本文将自主品牌作为一种有机体,利用生态学的思想对自主品牌的培育进行了分析。通过成功构建的自主品牌生态系统发现了制约自主品牌发展的限制因子,并借助生态位的概念从理论上对自主品牌的竞争战略进行了探讨,而打造自主品牌绿洲则是形成自主品牌规模效应的需要。在品牌竞争日益激烈和残酷的商业环境下,这种思想将为自主品牌的发展壮大提供可行的道路。
Brand has become a key index which reflects economic strength of region. How to foster self- brand turns into a key problem in brand management now. This paper analyses the problem by means of the idea of ecology on the assumption that self-brand is regarded as a kind of organism. As a result, some limiting factors are found based on building up self-brand ecosystem and competition strategy is discussed through niche theory and that brand oasis is used to extend the effect of self-brand. This will provide an effective way to develop self- brand.
出处
《电子科技大学学报（社科版）》
2007年第3期26-31,共6页
Journal of University of Electronic Science and Technology of China(Social Sciences Edition)
基金
天津市高等学校人文社会科学研究项目(20062123)
