蒙古国Nomads餐饮集团企业品牌生态分析
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摘要
构建蒙古国本土最大餐饮连锁企业Nomads集团的品牌生态系统框架,研究蒙古国政府、社会等宏观要素,主要表现为营商环境分析以及蒙古国品牌知识产权政策概况。分析蒙古国餐饮业行业发展现状、Nomads集团公司概况及竞争者状况。进一步解析企业内部包括品牌发展延伸等内在成长机制等的内部品牌生态系统。蒙古国Nomads餐饮集团企业品牌生态发展有利于形成系统持久的竞争优势。
This paper constructs the brand ecosystem framework of the Nomads Group-the largest domestic restaurant chain in Mongolia-to study the macro-elements of the Mongolian government,society,etc.,which are mainly reflected in the analysis of the business environment and the overview of Mongolian policies on the brand intellectual property. This paper investigates the status quo of Mongolia's catering industry,the status of Nomads Chain of Restaurants,and the status of its competitors. Then the further analysis of the internal brand ecosystem is conducted in internal growth mechanisms such as brand extension within the company. In conclusion,the ecological development of the corporate brand of Nomads Chain of Restaurants is conducive to forming a long-lasting competitive advantage.
This paper constructs the brand ecosystem framework of the Nomads Group-the largest domestic restaurant chain in Mongolia-to study the macro-elements of the Mongolian government,society,etc.,which are mainly reflected in the analysis of the business environment and the overview of Mongolian policies on the brand intellectual property. This paper investigates the status quo of Mongolia's catering industry,the status of Nomads Chain of Restaurants,and the status of its competitors. Then the further analysis of the internal brand ecosystem is conducted in internal growth mechanisms such as brand extension within the company. In conclusion,the ecological development of the corporate brand of Nomads Chain of Restaurants is conducive to forming a long-lasting competitive advantage.
引文
[1] Xiang Fang,Shengdong Lin. The influence of status differ-entiation on vertical brand extension[J]. Nankai BusinessReview International,2017,8(4).
[2] Nicolas Pontes,Mauricio Palmeira,Colin Jevons. Brandexpertise and perceived consistency reversals on verticalline extensions:The moderating role of extension direction[J]. Journal of Retailing and Consumer Services,2017,(34).
[3] Yunhui Huang,Yanli Jia,Robert S. The Effects of Physi-cal Distance from a Brand Extension on the Impact ofBrand-Extension Fit[J]. Psychology&Marketing,2017,34(1).
[4]王启万,朱虹,吴作民.集群品牌创建关键影响因素研究:基于生态视角[J].科技进步与对策,2014,31(15):59-64.
(1)中国国家知识产权局,《国外知识产权环境研究报告》http://211.157.104.106:8080/detail.asp?id=1601.
[2] Nicolas Pontes,Mauricio Palmeira,Colin Jevons. Brandexpertise and perceived consistency reversals on verticalline extensions:The moderating role of extension direction[J]. Journal of Retailing and Consumer Services,2017,(34).
[3] Yunhui Huang,Yanli Jia,Robert S. The Effects of Physi-cal Distance from a Brand Extension on the Impact ofBrand-Extension Fit[J]. Psychology&Marketing,2017,34(1).
[4]王启万,朱虹,吴作民.集群品牌创建关键影响因素研究:基于生态视角[J].科技进步与对策,2014,31(15):59-64.
(1)中国国家知识产权局,《国外知识产权环境研究报告》http://211.157.104.106:8080/detail.asp?id=1601.