消费者品牌认知生态位构建与跃迁——基于演化经济学理论分析框架
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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.
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.
引文
[1]高锡荣,柯俊.基于能级跃迁的创新转型激发模型[J].科技进步与对策,2016,(3).
[2]许晖,王琳.价值链重构视角下企业绿色生态位跃迁路径研究———“卡博特”和“阳煤”双案例研究[J].管理学报,2015,(4).
[3]许箫迪,王子龙.基于生态位的高技术产业演化结构分析[J].技术经济与管理研究,2010,(5).
[4]王兴元.品牌生态位原理及其对企业品牌战略的启示[J].企业经济,2008,(3).
[5]王启万,王珂炜,朱虹.体育用品品牌生态位构成维度研究[J].沈阳体育学院学报,2018,(6).
[6]王典典,陈艳芳.品牌生态位危机的形成原因与解决对策[J].企业经济,2018,(7).
[7]邢以群,吴征.从企业生态位看技术变迁对企业发展的影响[J].科学学研究,2005,(4).
[8]Winkler A.. Wrap-Speed Branding:The impact of Technology on Marketing[M].Hoboken:Wiley,1999.
[9]Hannan M. T., Glenn R. C., Laslo P.. The Organizational Niche[J].Sociological Theory,2003,21(4):309-341.
[10]王兴元.品牌生态位测度及其评价方法研究[J].预测,2006,(5).
[11]Jarvis W., Goodman S.. Effective marketing of small brands:niche positions, attribute loyalty and direct marketing[J].Journal of Product&Brand Management,2005,14(5):292-299.
[12]Foydel T.. Brand Ecosystem Management[J].Contract Manufacturing&Packaging,2008,22(1):40-41.
[13]姚慧丽,曾蓉.基于生态位态势理论的品牌生态位评价指标体系设计[J].企业经济,2008,(5).
[14]王启万,李思晴,朱虹.体育用品品牌认知生态位模糊综合评价研究[J].成都体育学院学报,2018,(4).
[15]傅沂.路径构造理论与演化经济学:分离还是融合?[J].学习与探索,2018,(8).
[16]王启万.品牌生态位理论评述与展望[J].技术经济与管理研究,2011,(12).
[17]Aaker J.. Dimensions of brand personality[J].Journal of Marketing Research, 1997, 34(3):347-356.
[18]关辉,董大海.品牌形象对消费者行为倾向影响的实证研究[J].中国流通经济,2007,(7).
[19]范秀成,陈洁.品牌形象综合测评模型及其应用[J].南开学报,2002,(3).
[20]蒋廉雄,卢泰宏.形象创造价值吗?———服务品牌形象对顾客价值-满意-忠诚关系的影响[J].管理世界,2006,(4).
[21]张燚,张锐.品牌生态学———品牌理论演化的新趋势[J].外国经济与管理,2003,(8).
[22]易金.基于生态位理论的中小品牌成长模式研究[D].济南:山东大学,2010.
[23]Zeithaml V A.. Consumer Perceptions of Price, Quality,and Value:A Means-End Model and Synthesis of Evidence[J].Journal of Marketing, 1988, 52(3):2-22.
[24]王峥,褚学宁,陈汉斯,张磊,颜波,刘航.运行数据驱动的手机性能需求推断与感知分析[J].上海交通大学学报,2018,(7).
[25]Voss K E, Spangenberg E R, Grohmann B.. Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude[J].Journal of Marketing Research, 2003, 40(3):310-320.
[26]Keller K L.. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[J].Journal of Marketing, 1993, 57(1):1-22.
[27]王启万,王明,朱虹.体育用品品牌认知生态位构建与驱动机制研究[J].体育与科学,2018,(4).
[28]Aaker D A.. Managing Brand Equity:Capitalizing on the Value of a Brand Name[M].New York:Google Scholar, 1991.
[29]吴水龙,刘长琳,卢泰宏.品牌体验对品牌忠诚的影响:品牌社区的中介作用[J].商业经济与管理,2009,(7).
[30]李启庚,余明阳.品牌体验价值对品牌资产影响的过程机理[J].系统管理学报,2011,(6).
[31]陈鼎藩,张吉军.品牌关系:塑造强势品牌的新范式[J].经济与管理,2004,(2).
(1)惯例通常是习惯性思维或者通常的做法,具有路径依赖的特点。原则上惯例可以被破坏,旧惯例可以变成新惯例。
(2)数据来自中国产业信息网,www.chyxx.com.
[2]许晖,王琳.价值链重构视角下企业绿色生态位跃迁路径研究———“卡博特”和“阳煤”双案例研究[J].管理学报,2015,(4).
[3]许箫迪,王子龙.基于生态位的高技术产业演化结构分析[J].技术经济与管理研究,2010,(5).
[4]王兴元.品牌生态位原理及其对企业品牌战略的启示[J].企业经济,2008,(3).
[5]王启万,王珂炜,朱虹.体育用品品牌生态位构成维度研究[J].沈阳体育学院学报,2018,(6).
[6]王典典,陈艳芳.品牌生态位危机的形成原因与解决对策[J].企业经济,2018,(7).
[7]邢以群,吴征.从企业生态位看技术变迁对企业发展的影响[J].科学学研究,2005,(4).
[8]Winkler A.. Wrap-Speed Branding:The impact of Technology on Marketing[M].Hoboken:Wiley,1999.
[9]Hannan M. T., Glenn R. C., Laslo P.. The Organizational Niche[J].Sociological Theory,2003,21(4):309-341.
[10]王兴元.品牌生态位测度及其评价方法研究[J].预测,2006,(5).
[11]Jarvis W., Goodman S.. Effective marketing of small brands:niche positions, attribute loyalty and direct marketing[J].Journal of Product&Brand Management,2005,14(5):292-299.
[12]Foydel T.. Brand Ecosystem Management[J].Contract Manufacturing&Packaging,2008,22(1):40-41.
[13]姚慧丽,曾蓉.基于生态位态势理论的品牌生态位评价指标体系设计[J].企业经济,2008,(5).
[14]王启万,李思晴,朱虹.体育用品品牌认知生态位模糊综合评价研究[J].成都体育学院学报,2018,(4).
[15]傅沂.路径构造理论与演化经济学:分离还是融合?[J].学习与探索,2018,(8).
[16]王启万.品牌生态位理论评述与展望[J].技术经济与管理研究,2011,(12).
[17]Aaker J.. Dimensions of brand personality[J].Journal of Marketing Research, 1997, 34(3):347-356.
[18]关辉,董大海.品牌形象对消费者行为倾向影响的实证研究[J].中国流通经济,2007,(7).
[19]范秀成,陈洁.品牌形象综合测评模型及其应用[J].南开学报,2002,(3).
[20]蒋廉雄,卢泰宏.形象创造价值吗?———服务品牌形象对顾客价值-满意-忠诚关系的影响[J].管理世界,2006,(4).
[21]张燚,张锐.品牌生态学———品牌理论演化的新趋势[J].外国经济与管理,2003,(8).
[22]易金.基于生态位理论的中小品牌成长模式研究[D].济南:山东大学,2010.
[23]Zeithaml V A.. Consumer Perceptions of Price, Quality,and Value:A Means-End Model and Synthesis of Evidence[J].Journal of Marketing, 1988, 52(3):2-22.
[24]王峥,褚学宁,陈汉斯,张磊,颜波,刘航.运行数据驱动的手机性能需求推断与感知分析[J].上海交通大学学报,2018,(7).
[25]Voss K E, Spangenberg E R, Grohmann B.. Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude[J].Journal of Marketing Research, 2003, 40(3):310-320.
[26]Keller K L.. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity[J].Journal of Marketing, 1993, 57(1):1-22.
[27]王启万,王明,朱虹.体育用品品牌认知生态位构建与驱动机制研究[J].体育与科学,2018,(4).
[28]Aaker D A.. Managing Brand Equity:Capitalizing on the Value of a Brand Name[M].New York:Google Scholar, 1991.
[29]吴水龙,刘长琳,卢泰宏.品牌体验对品牌忠诚的影响:品牌社区的中介作用[J].商业经济与管理,2009,(7).
[30]李启庚,余明阳.品牌体验价值对品牌资产影响的过程机理[J].系统管理学报,2011,(6).
[31]陈鼎藩,张吉军.品牌关系:塑造强势品牌的新范式[J].经济与管理,2004,(2).
(1)惯例通常是习惯性思维或者通常的做法,具有路径依赖的特点。原则上惯例可以被破坏,旧惯例可以变成新惯例。
(2)数据来自中国产业信息网,www.chyxx.com.