摘要
基于模仿的品牌创新策略是一种有效的市场策略。中国实现由"制造大国"向"品牌大国"的转变,实施模仿品牌合理性转化战略具有重要的意义。本文首先对品牌模仿的定义、理论基础以及国内外研究现状进行了文献综述,提出以模仿品牌为研究主体,研究其如何适应企业外部因素从而实现合理性转化;其次构建了模仿品牌合理转化战略的理论模型;最后提出了相似性策略、营销支持战略、次级联想杠杆战略和承担社会责任战略等品牌合理化战略。
The brand innovation strategy based on imitation is a kind of effective marketing strategies, and the brand imitation phenomenon is very common in our country. When our country strives to shift from ＂a manufacturing power＂ to ＂a brand power＂, the implement of legitimacy transformation strategy has the vital significance. Firstly, this study carries on a literature review about the definition of brands imitation, the theoretical basis, and foreign and domestic research achievements, and then puts forward a creative point of view that we should regard the imitators as the research subject and help the enterprises to find how to adapt to the external situations so as to realize reasonable transformations. Secondly, this study constructs the theory of a reasonable transformation strategy model for imitation brands. Finally, the study proposes suggestions on the implementation of legitimacy transformation strategies.
出处
《企业经济》
北大核心
2013年第12期36-41,共6页
Enterprise Economy
基金
江西省社科规划项目"基于自主创新的江西农村流通现代化研究"(批准号:12YJ51)
华东交通大学校立科研课题"模仿品牌合理化战略研究"(批准号:12JG01)
关键词
品牌模仿
相似性
合理性
品牌转化
品牌资产
brand imitation
similarity
legitimacy
brand transformation
brand equity
