品牌战略与分销网络的哲学思辩

改革开放以来,市场营销学、品牌学随着市场经济的逐步深入,从西方传到中国,并伴随着本土经济人文的独特需要有了一定的发展.但十多年来,我国本土对这些学科的理论研究十分薄弱,更多的是一些注解和体会.而事实上,中国的市场营销与品牌发展有其独特的脉搏与规律,并且要深入地揭示其发展趋势,必须从哲学的高度进行提炼.以哲学的视角提炼品牌的基本元素,界定其基本概念,探讨了品牌的主体、客体、结构和本质,特别提出了品牌是由品牌的核心价值组成核心层,品牌的社会属性构成中间层,品牌识别、品牌个性、品牌利益、品牌形象与品牌文化构成品牌的形式层的三元品牌结构说,使当今流行于各学科的基本的品牌认识成果都在三元结构里找到逻辑归宿和准确定位.

Philosophy Dialectics of Brand-name Strategy and Distributing Network

Since the reform and opening, theories of marketing mode and brand have been spread to China from western countries as the deepening of Market Economy, and have had some development along with the special needs of native economics and humanism. But in these ten years, our own research to the theories of these subjects is quite lacking, only making some annotates and having some realizations. But in fact, the development of market mode and brand in China has its own pulse and law. And to deeply reveal the developing strategy of it, we have to refine it from the height of philosophy. This article refines the basic elements of brand , defines its fundamental concept and discuss the subject, object, structure and essence of it in the view of philosophy. It especially advances the "Three-elements Structure of Brand", which divides brand as three layers: the key value of it as its core layer; the social attribute of it as the middle layer; brand distinguish, brand character, brand benefit, brand image and brand culture as the formal layer. It makes the basic recognizes of brand which have been popular in every subjects find their logical setting places and exact positions.