摘要
知识边界的拓展使企业越来越重视外部知识的管理和知识吸收能力。品牌知识是顾客对产品知识和品牌形象知识的认知,是在企业边界之外与品牌管理活动高度相关的外部性知识。强大的吸收能力是形成品牌差异化的重要因素。顾客品牌知识是重要的外部知识来源,吸收能力是推进顾客品牌知识获取和利用的核心要素,顾客品牌管理将促进企业充分利用顾客品牌知识并推动品牌创新。
Expanding boundaries of knowledge enables enterprises to pay more and more attention to external knowledge management and knowledge absorptive capacity. Brand knowledge is the awareness of customers to product knowledge and brand image knowledge, which is the external knowledge of outside corporate boundaries and highly relevant to brand management activities. So, strong absorptive capacity is an important factor in the formation of brand differentiation. Customer brand knowledge is the important sources of external knowledge;absorptive capacity is the core factor that can be used to promote the acquisition and usage of customer brand knowledge;the customer brand knowledge management will promote the enterprises to fully take advantage of customer brand knowledge and promote brand innovation.
出处
《中国流通经济》
CSSCI
北大核心
2014年第8期86-92,共7页
China Business and Market
基金
国家自然科学基金项目"甘宁青回族老字号品牌进化路径与政策研究"(项目编号:71162020)的部分成果
关键词
吸收能力
顾客品牌知识
知识管理
absorptive capacity
customer brand knowledge
knowledge management
