| 基于生态理论的品牌竞争策略研究 |
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| 引用本文： | 胡彦蓉,刘洪久,吴冲,张瑾.基于生态理论的品牌竞争策略研究[J].生态经济(学术版),2012(7):121-124. |
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| 作者姓名： | 胡彦蓉 刘洪久 吴冲 张瑾 |
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| 作者单位： | 常熟理工学院管理学院;哈尔滨工业大学管理学院 |
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| 基金项目： | 国家自然科学基金项目(60979016);高等学校博士点专项基金资助项目(20092302110060);教育部新世纪优秀人才支持项目资助(NCET-08-0171);江苏省教育厅高校哲学社会科学基金(2010SJB790001) |
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| 摘 要： | 品牌管理是企业管理的重要工作,而传统品牌管理具有一定的局限性,品牌生态管理为品牌的发展提供了新视角、新思路和新方法。运用生态学的原理和规律来解决品牌管理的问题,构建品牌的竞争策略,有利于提高企业品牌与商业生态环境的协同进化能力和适应能力,对培育品牌,提升企业市场竞争力具有重要的意义。
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| 关 键 词： | 生态理论 品牌 竞争策略 |
The Research of Brand Competitive Strategy based on Ecological Theory |
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| HU Yanrong,LIU Hongjiu,WU Chong,ZHANG Jin.The Research of Brand Competitive Strategy based on Ecological Theory[J].Ecological Economy,2012(7):121-124. |
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| Authors: | HU Yanrong LIU Hongjiu WU Chong ZHANG Jin |
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| Institution: | 1(1.School of Management,Changshu Institute of Technology,Changshu Jiangsu 215500,China; 2.China School of Management,Harbin Institute of Technology,Harbin Heilongjiang 150001,China) |
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| Abstract: | Brand management is the most important work of business management.However,there are serious limitations in the traditional brand strategy management,and the ecosystem management of the brand provides a new perspective,new ideas and new methods development.By using ecological principles and laws to solve the problem of brand management and build competitive strategies,it helps to improve co-evolution and adaptability of the corporate brand and business environment,and has important significance for the brand to cultivate brand the brand and enhance the competitiveness market of the enterprise. |
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| Keywords: | ecological theory brand competitive strategy |
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