摘要
要素品牌化作为一种提升要素供应商与相关终端制造商竞争优势的有效手段,在实践领域已得到广泛应用,并受到国外学术界的关注。本文按照要素品牌化实施主导方的不同,将要素品牌化划分为由要素供应商主导的和由终端制造商主导的两种,然后分别从这两个视角,对要素品牌化的内涵进行了归纳和总结,并对国内外要素品牌化的研究现状进行了梳理,最后对未来研究方向进行了展望,以期为要素品牌化实践与后续研究提供有益的参考和借鉴。
As an effective method of promoting the competitive advantages of ingredient suppliers and related final manufacturers,ingredient branding has been extensively used in practice and has attracted attention from foreign academia. This paper divides ingredient branding into ingredient-supplier-oriented and final-manufacturer- oriented ingredient branding according to the leading parties implementing ingredient branding, and summarizes the connotation of ingredient branding respectively. Then it sorts out domestic and foreign research on ingredient branding and finally points out the directions in future research to provide useful reference for the practice and further study of ingredient branding.
出处
《外国经济与管理》
CSSCI
北大核心
2014年第6期42-50,80,共10页
Foreign Economics & Management
基金
国家自然科学基金项目<转型经济背景下B2B品牌资产的来源路径
形成机理及溢出效应>(批准号:71302065)
中央高校基本科研业务项目(批准号:2572014CC05)
关键词
要素品牌化
要素供应商
终端制造商
要素品牌联合
ingredient branding
ingredient supplier
final manufacturer
ingredient co-branding
