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品牌已经成为当代企业构建核心竞争力的一个重要的影响因素和途径,而融合生态系统理论形成的品牌生态观,为企业提供了一个除了优胜劣汰观念之外的,相互依存、共同进化的品牌理念,以及打造企业核心竞争力的思路。在这个新的思路中,品牌生态流是实现品牌生态圈功能的主要载体。通过研究构成品牌生态流的信息流、能量流和物质流等三种流,以及三种流的路径、方向、强度和速率四项评价指标,探索品牌生态流的迁变、模糊分界、积累、扩散、递减、放大、网络化等共性化的运动规律和三种流各自个性化的运动规律,为构建协调发展、共同进步的现代企业品牌生态系统提供帮助。
Brand has become an important influencing factor and way to construct core competitiveness of contemporary enterprises. However, the integration of the ecosystem concept of brands formed by ecosystem theory provides enterprises with a brand concept of interdependence and co-evolution besides the concepts of survival of the fittest, As well as to create the core competitiveness of enterprises thinking. In this new idea, brand ecological flow is the main carrier to realize the brand ecosystem. By studying the four streams of information flow, energy flow and material flow that constitute the brand ecological flow, as well as the four evaluation indexes of the path, direction, intensity and velocity of the three types of flow, this paper explores the evolution, fuzzy demarcation and accumulation of the brand ecological flow, Differentiation, Decreasing, Amplifying, Networking and other common law of movement and the movement of the three individual sports patterns for the development of coordinated development and common development to help the modern enterprise brand ecosystem.