过度信息市场环境的基本特征及品牌竞争机理

本文认为,买方市场竞争和信息技术的交互作用,使得信息过量生成、繁殖和传播,导致过度信息市场环境的形成。过度信息市场环境具有同质化与不易识别的过度特征,具体表现为资源性与文化性、竞争性与虚泛性、趋同性与模仿性、难识别性与风险性。文章提出,过度信息市场环境下的品牌定位机理、品牌传播机理和品牌生成机理是品牌战略理念的本质、竞争方式和建构视角,品牌建构要基于品牌识别、要素权重识别及关联维度识别等战略因素进行。

Basic Characteristics of Undue Information Market Condition and Mechanism of Brand Competition

The authors point out that the interaction between buyer's market competition and IT result in the emergence,reproduction and spread of undue information,which lead to the formation of undue information market condition.Undue information market condition has the characteristic of homogeneity.The authors put forward that,under undue information market condition,the mechanism of brand positioning,brand spread and brand emergence are the essence of brand strategy idea,the mode of competition and angle of establishment.Brand should be established based on such strategic factors as identification of brand and the weight of factors.