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品牌生态位是品牌经过长期发展形成的资源维度、功能地位和作用表现,其本质是品牌资源、功能和作用的有机结合体。本文在厘清品牌生态位概念的基础上,分析了品牌生态位具有的品牌发展资源竞争性、发展路径差异性、发展过程演化性、内外关系协同性的本质特征,基于系统论的主要思想和方法,总结了品牌生态位的环境适应规律、结构有序规律、内容充实规律、过程控制规律、动态平衡规律和发展延续规律,这些规律都是品牌生态位发展演化过程中必须遵循的基本规律。要培育优化品牌生态位,就必须合理构建发展机制,这些机制至少应该统筹考虑品牌生态位发展计划、发展目标、发展方式和发展动力等方面内容。
The brand niche is the resource dimension, function position and function performance of the brand after long-term development. Its essence is the organic combination of brand resources, functions and functions. On the basis of clarifying the concept of brand niche, this paper analyzes the essential characteristics of the brand niche competitiveness of brand development resources, the development path difference, the evolution of the development process, the synergy of internal and external relations. Based on the main ideas and methods of system theory , Summed up the ecological adaptation of the brand niche environment, orderly structure, content enrichment law, process control law, dynamic balance law and the development of the continuation of the law, these laws are the evolution of the brand niche must follow the basic laws. To foster the optimization of brand niche, we must build a reasonable mechanism for development, these mechanisms should at least take into account the brand niche development plan, development goals, ways of development and momentum of development and so on.