本文關鍵詞： 自主品牌生態(tài)系統(tǒng) 協(xié)同進化 生態(tài)價值 經(jīng)濟價值 價值效應　出處：《武漢理工大學》2010年博士論文　論文類型：學位論文

【摘要】：生態(tài)競爭和品牌競爭是21世紀市場競爭的主角。各個行業(yè)無不把創(chuàng)建強勢品牌,獲取品牌附加價值作為今天競爭的最主要也是最強有力的手段。然而價值觀的沖突加劇著人們對資源的掠奪性的開采和利用,也加劇著發(fā)展的不平衡。生態(tài)學的觀點正是在這樣危機的時刻被提到了高度重視的地位,生態(tài)平衡的理念也逐步在經(jīng)濟管理的領域逐步深入�，F(xiàn)代經(jīng)濟實質(zhì)上就是生態(tài)經(jīng)濟,本文以中國轎車自主品牌生態(tài)系統(tǒng)為研究對象,借用生態(tài)學的理論和觀點,探討中國轎車自主品牌生態(tài)系統(tǒng)的理論,構成因子,以及中國轎車自主品牌生態(tài)系統(tǒng)價值效應,并進行實證研究。 本文首先論述了與品牌生態(tài)有關的理論基礎,包括品牌生命周期理論、品牌生態(tài)價值理論和品牌生態(tài)系統(tǒng)理論,在現(xiàn)有品牌生態(tài)理論的基礎上提出了中國轎車自主品牌生態(tài)系統(tǒng)的概念、結(jié)構和特征,并分析了中國轎車自主品牌生態(tài)系統(tǒng)的演化過程和運行機制。其次,在理論研究的基礎上,本文分析了中國轎車自主品牌生態(tài)系統(tǒng)的生態(tài)因子,建立了中國轎車自主品牌生態(tài)系統(tǒng)價值效應模型,并提出了各因子對中國轎車自主品牌生態(tài)系統(tǒng)經(jīng)濟價值和生態(tài)價值關系的假設；通過調(diào)查問卷的形式,對該模型所包含的假設進行實證分析,在實證結(jié)果的基礎上進行討論,同時對中國轎車自主品牌生態(tài)系統(tǒng)的建設提出建議。最后作出研究總結(jié),提出研究局限和未來研究方向。 全文的主要研究內(nèi)容和研究成果包括： (1)中國轎車自主品牌生態(tài)系統(tǒng)的概念提出以及結(jié)構和特征研究。以品牌生態(tài)系統(tǒng)理論為核心,以品牌生命周期理論和品牌生態(tài)價值理論為支撐,界定了中國轎車自主品牌生態(tài)系統(tǒng)的概念,分析了中國轎車自主品牌生態(tài)系統(tǒng)的結(jié)構,指出了中國轎車自主品牌生態(tài)系統(tǒng)與一般品牌生態(tài)系統(tǒng)不同的獨特特征。 (2)中國轎車自主品牌生態(tài)系統(tǒng)因子研究。將中國轎車自主品牌生態(tài)系統(tǒng)的構成因子按其相關性分為產(chǎn)品生態(tài)因子(包含產(chǎn)品技術因子、產(chǎn)品質(zhì)量因子和產(chǎn)品服務因子)、文化生態(tài)因子(包含品牌理念因子、品牌形象因子和品牌人格化因子)、市場生態(tài)因子(包含品牌定位因子、品牌傳播因子和品牌忠誠因子)、制度生態(tài)因子(中國產(chǎn)業(yè)政策因子)和競爭合作生態(tài)因子(行業(yè)競爭與合作因子)。并分析了各生態(tài)因子的現(xiàn)狀。 (3)分析中國轎車自主品牌生態(tài)系統(tǒng)的生態(tài)價值的構成,提出了生態(tài)價值的二維結(jié)構模型。 (4)構建中國轎車自主品牌生態(tài)系統(tǒng)價值效應模型及實證研究。通過實證研究表明中國轎車自主品牌生態(tài)系統(tǒng)的技術生態(tài)因子、質(zhì)量生態(tài)因子、品牌理念生態(tài)因子、品牌形象生態(tài)因子、品牌忠誠生態(tài)因子、以及產(chǎn)業(yè)政策生態(tài)因子對中國轎車自主品牌生態(tài)系統(tǒng)經(jīng)濟價值和生態(tài)價值都有顯著影響；而服務生態(tài)因子、品牌傳播生態(tài)因子和競爭合作生態(tài)因子對系統(tǒng)的生態(tài)價值有顯著影響,對經(jīng)濟價值影響不顯著；品牌人格化因子則對系統(tǒng)生態(tài)價值和經(jīng)濟價值的影響都不顯著。
[Abstract]:Ecological competition and brand competition in twenty-first Century is the protagonist of market competition. Various industries all to create a strong brand, get the value of brand competition as today the most powerful means. However, the conflict of values fuelling predatory exploitation and utilization of energy resources, but also aggravate the imbalance in the development of ecology. It is in this view of the crisis was mentioned in a very important position, ecological concept also gradually in the economic management field gradually. The modern economy is essentially an ecological economy, this paper China car brand ecological system as the research object, using ecology theory and viewpoints on autonomous brand ecosystem Chinese car theory, components, and China car brand ecosystem value effect, and empirical research.
This paper discusses the theoretical basis of related brand ecosystem, including the brand life cycle theory, the ecological value of brand theory and brand ecosystem theory, the concept of independent brand ecosystem China car is proposed based on the existing brand ecology theory, structure and characteristics, and analyzes the evolution process and operation mechanism of the independent brand ecosystem Chinese car. Secondly, on the basis of theoretical research, this paper analyzes the ecological factors of independent brand ecosystem China sedan, established Chinese car value effect of independent brand ecosystem model, and put forward the hypothesis of each factor on the Chinese car independent brand ecosystem economic value and ecological value of the relationship; through the questionnaire the form contained in the assumptions of the model for empirical analysis, discussed on the basis of empirical results, at the same time China car independent products Suggestions are put forward for the construction of the brand ecosystem. Finally, the research summary is made and the research limitations and future research directions are put forward.
The main research content and research results of the full text include:
(1) the concept of independent brand ecosystem China car was put forward and the study of its structure and characteristics. The brand ecosystem theory as the core, with the brand life cycle theory and brand ecological value theory, defines the concept of independent brand ecosystem China car, analyses the structure of independent brand ecosystem Chinese car, pointed out the characteristic unique brand ecosystem Chinese sedan and the general brand of different ecosystems.
(2) factors of independent brand ecosystem. Chinese car will constitute a factor independent brand ecosystem China car according to the correlation between products is divided into ecological factors (including product technology factor, quality factor and service factor, cultural and ecological factors (Bao Hanpin) brand concept factor, brand image and brand personality factor factor). Market ecological factors (including brand positioning factor, brand communication and brand loyalty factor, ecological factor (factor) system Chinese industrial policy factor) and competition cooperation ecological factors (competition and cooperation factors). And analyses the present situation of the ecological factors.
(3) the structure of ecological value of the independent brand ecosystem of Chinese car is analyzed, and a two-dimensional structure model of ecological value is put forward.
(4) the construction of the value effect of independent brand ecosystem model and empirical China car. Through empirical research indicates that the technology of ecological factor independent brand ecosystem Chinese cars, the quality of ecological factors, the concept of brand ecological factors, brand image and brand loyalty ecological factors, ecological factors, ecological factors and industrial policy has a significant impact on the economic China car independent brand ecosystem service value and ecological value; and ecological factors, significantly affected the ecological value of brand communication ecological factors and ecological factors on the competition and cooperation system, the economic value is not significantly affected; influence factor of brand personality system of ecological value and economic value are not significant.

【學位授予單位】：武漢理工大學
【學位級別】：博士
【學位授予年份】：2010
【分類號】：F273.2;F426.471

【引證文獻】

相關期刊論文 前1條

1 王丹;王玉;;中國汽車企業(yè)的軟實力測評和提升——來自上汽集團的案例[J];中國工業(yè)經(jīng)濟;2012年06期

相關博士學位論文 前1條

1 于樹青;基于生態(tài)位理論的城鎮(zhèn)品牌價值鏈構建研究[D];中國海洋大學;2012年

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本文編號：1452107