品牌认同视角下“生产商-经销商-终端商”价值共创的逻辑再构

随着产业链与供应链的深入与完善,以品牌认同为引领的价值创造再一次引起关注,基于"生产商-经销商-终端商"三位一体的价值共创思维是重塑品牌形象强化品牌认同的关键.研究认为:经销商层面中人口基数、人均可支配收入、配送能力等是实现价值增值的因素,生产商层面中市场费用支持、分销政策支持、品牌战略提升是促进价值提升的关键,终端商层面中客情维护、货龄管理、品牌维护是保障价值实现的途径.

Logical Reconstruction of Value Co-creation of "Manufacturer Distributor Terminal" from the Perspective of Brand Identity

With the deepening and improvement of the industrial chain and supply chain , the value creation led by brand identity has attracted attention again. The value co-creation thinking based on the trinity of "manufacturer distributor terminal" is the key to reshape brand image and strengthen brand identity. The results show that: the population base, per capita disposable income, distribution capacity and other factors are the factors to achieve value-added in the dealer level; the market cost support, distribution policy support and brand strategy promotion are the key to promote the value increase at the manufacturer level; customer maintenance, age management and brand maintenance are the paths to ensure the value realization at the terminal level.