摘要
在供给侧结构性改革背景下研究国有企业品牌架构问题。首先从品牌相似度视角界定品牌架构并构建品牌架构矩阵,然后基于品牌架构矩阵,进一步构建品牌架构影响因素模型和战略选择机理模型,旨在为国有企业开展品牌架构工作提供理论指导。
This paper studies the brand architecture of state-owned enterprises under the background of supply-side structural reforms.Firstly,this paper defines the brand architecture from the perspective of brand similarity and the construction of brand architecture matrix.Then,based on the brand architecture matrix,the influencing factors model and strategic selection mechanism model are further constructed to provide theoretical guidance for the state-owned enterprises to carry out the brand architecture work.
作者
张瑞雪
任红
ZHANG Rui-xue;REN Hong(School of Economics and Management,Dalian Minzu University,Dalian Liaoning 116650,China)
出处
《大连民族大学学报》
2019年第6期521-526,共6页
Journal of Dalian Minzu University
基金
辽宁省经济社会发展研究一般课题(2018lslktyb-026)
大连市社科联项目(2018dlskyb036)
大连民族大学学科培育项目(2019)
关键词
供给侧结构性改革
国有企业
品牌架构
影响因素
supply-side structural reform
state-owned enterprises
brand architecture
influencing factors
