摘要
品牌生态作为一种新的品牌管理思想,不再局限于单个品牌。品牌生态从品牌建立到成长,甚至品牌衰亡和退出市场,对品牌的内外部环境进行全面系统的观察,以全新的角度为企业的品牌发展以及整个产业环境可持续发展提供助益。本文以常州木业品牌生态为例,探讨目前品牌生态存在的形成机制,从企业内部生态环境和外部生态环境着手,提出构建战略品牌生态系统的策略。
As one of the new ideas of brand management, brand ecology does not limit in one single brand, from the establishment and the growth to the declining and the withdrawal of the brand, the theory of brand ecology takes comprehensive and systematic observation of the inner and outer environment of the brand, and therefore provides sustainable help to brand development of the enterprise and even to the whole industry environment from a completely new angle. Taking brand ecology of Changzhou wood industry as an example, this paper explores the formation mechanics of the existing brand ecology on the basis of inner and outer ecologic environment of the enterprises, and puts forward the way to build strategy of the brand ecology system.
出处
《南京财经大学学报》
2008年第5期61-65,共5页
Journal of Nanjing University of Finance and Economics
基金
江苏省高校哲学社会科学基金重点项目成果(项目号:07SJB630010)
关键词
区域经济
品牌管理
品牌生态
regional economies
brand management
brand ecology
