摘要
品牌生态位跃迁是由品牌企业家遵循满意决策搜索消费者认知来增强价值生态位,推动内部生态位成长的过程,此过程由历史演进、建构主义、制度变迁等共同形塑。本文吸收了品牌生态理论与演化经济学理论的合理假说,形构了消费者认知视角下品牌生态位跃迁模型,形象地、跨学科性地阐述了跃迁的驱动机理;依托手机行业,基于文献综述法、专家小组法等,构建了由品牌、产品、行业环境三个层面共12个指标组成的消费者品牌认知生态位体系,以苹果手机为案例,验证了生态位跃迁是历史演进过程的假设,并分析了其自诞生至今的跃迁过程及内在驱动要素。本研究的管理启示为:一要培育创新要素;二要识别关键因子;三要关注生态位动态变化。
The brand niche transition is a process in which brand entrepreneurs search for consumer cognition by following the Satisfactory Decision to enhance the value niche and promote the growth of internal niche. This process is shaped by historical evolution, constructivism, and institutional change, etc. In this paper, based on the rational hypothesis from the theories of brand ecology and evolutionary economics, we propose the model of brand niche transition from the perspective of consumer cognition. The interdisciplinary research expounds the driving mechanism of transition vividly. Depending on the mobile phone industry, we apply literature review method and expert group method to construct a consumer brand cognitive niche system, which consists of 12 indicators from three aspects of brand, product and industry environment.Taking the Apple mobile phone as a specific case, the paper demonstrates that the niche transition is a historical evolution process. Subsequently, the transition process and its internal driving factors from birth to present are analyzed. The management inspiration brought about by this research is mainly in three aspects, i.e., cultivating innovative factors,identifying key factors, and focusing on dynamic changes in niche.
出处
《企业经济》
北大核心
2019年第3期34-42,共9页
Enterprise Economy
基金
国家社会科学基金项目"城市群演化视角的长三角制造业企业功能升级与空间互适研究"(项目编号:18BJL080)
国家社会科学基金项目"新常态下长三角都市圈制造业服务化演进机制研究"(项目编号:15BJL043)
国家自然科学基金项目"基于全球生产网络的本土企业功能再置机理与效应研究"(项目编号:41671133)
江苏省社会科学基金项目"战略性新兴产业高端化发展内生驱动模式研究"(项目编号:14EYB004)
关键词
消费者认知
品牌生态位
跃迁
演化经济学
consumer cognition
brand niche
transition
evolutionary economics
