西方品牌生态理论研究动态评述

随着现代生态学的迅速发展及其对其他学科的广泛影响和渗透,品牌理论与生态学的结合已成为现代品牌理论发展的新趋势。20世纪60年代以来,西方品牌生态研究取得了比较丰富的成果,对其中的品牌生态系统、品牌生态位、品牌社区的研究现状进行的梳理表明,相关研究在新概念提出、品牌理论深化和研究方法拓展等方面取得了一定成绩,但也存在创新研究涉及面不宽、研究较少关注宏观层面、定量研究和动态研究缺乏等不足之处。中国应在借鉴这些成果的基础上,确定自身品牌生态理论研究的主要方向和重点。

A Dynamic Review of the Western Brand Ecological Theory

With the rapid development of modern ecology and its extensive influence on other disciplines,the combination of brand theory and ecology has become a brand new trend in the development of theory.Since the 1960s,a lot of Western researches on brand theory have achieved great achievements in the areas including brand ecosystem,brand niche,and brand community.But there still exist some drawbacks such as the lack of innovative researches in wide areas,the insufficient focus of researches on the macro level,the shortage of quantitative analyses and dynamic studies.It suggests that China should determine its own directions and focuses of researches on the brand ecological theory on the basis of referring to these Western academic results.