【摘要】：要素品牌化作為一種提升要素供應商與相關(guān)終端制造商競爭優(yōu)勢的有效手段,在實踐領(lǐng)域已得到廣泛應用,并受到國外學術(shù)界的關(guān)注。本文按照要素品牌化實施主導方的不同,將要素品牌化劃分為由要素供應商主導的和由終端制造商主導的兩種,然后分別從這兩個視角,對要素品牌化的內(nèi)涵進行了歸納和總結(jié),并對國內(nèi)外要素品牌化的研究現(xiàn)狀進行了梳理,最后對未來研究方向進行了展望,以期為要素品牌化實踐與后續(xù)研究提供有益的參考和借鑒。
[Abstract]:Factor branding, as an effective means to enhance the competitive advantage of factor suppliers and related terminal manufacturers, has been widely used in the field of practice and attracted the attention of foreign academic circles. According to the difference of the leading parties in the implementation of element branding, this paper divides the feature branding into two types: the factor supplier-led and the terminal manufacturer-led, and then from these two perspectives, The connotation of element branding is summarized, and the current research situation of element branding at home and abroad is combed. Finally, the future research direction is prospected. In order to provide useful reference and reference for the brand practice and follow-up research.
【作者單位】： 南開大學商學院;東北林業(yè)大學經(jīng)濟管理學院;
【基金】：國家自然科學基金項目《轉(zhuǎn)型經(jīng)濟背景下B2B品牌資產(chǎn)的來源路徑、形成機理及溢出效應》(批準號:71302065) 中央高�；究蒲袠I(yè)務項目(批準號:2572014CC05)
【分類號】：F273.2

【參考文獻】

相關(guān)期刊論文 前2條

1 陸娟;邊雅靜;;不同元素品牌聯(lián)合模式下的主品牌聯(lián)合效應研究[J];管理世界;2010年11期

2 王海忠;王駿e，

本文編號：2454751