| 基于生态位的奥运赞助企业品牌竞争研究 |
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| 引用本文： | 罗亚非,黄晓梅.基于生态位的奥运赞助企业品牌竞争研究[J].商业研究,2008(9). |
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| 作者姓名： | 罗亚非 黄晓梅 |
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| 作者单位： | 北京工业大学,经济与管理学院,北京,100022 |
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| 摘 要： | 在当今社会,竞争涉及社会的各个领域,尤其是经济领域。而在经济领域,最重要,最突出的竞争就是品牌竞争。所谓企业品牌生态位就是企业在其品牌生态系统中所确定的"生态位",依据企业品牌生态位的形成探讨奥运赞助企业品牌的优势生态位,以此制定出奥运赞助企业品牌国际化的"生态"策略。
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| 关 键 词： | 品牌生态系统 企业品牌生态位 奥运赞助企业 品牌竞争展 |
The Olympics Ssponsor Enterprise Brand Competition Based on Ecological Positioning |
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| LUO Ya-fei,HUANG Xiao-mei.The Olympics Ssponsor Enterprise Brand Competition Based on Ecological Positioning[J].Commercial Research,2008(9). |
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| Authors: | LUO Ya-fei HUANG Xiao-mei |
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| Abstract: | Nowadays,the competition has related to every realm of the society,particularly the economic realm,in which there is the most important,outstanding brand competition.This paper puts forward the concept of the brand ecological positioning,by analyzing its cveation.According to the Olympics sponsoring enterprise brand positioning,it suggests the "ecosystem"strategy for their brand internationalization. |
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| Keywords: | brand ecosystem the enterprise brand ecological niche the Olympics sponsor enterprise brand competition |
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