我国品牌影响力研究的内涵与趋势——基于文献分析视角
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摘要
品牌影响力是品牌建设的重要分支。随着经济发展,诸多领域愈加重视品牌建设的重要性,努力提高自身品牌影响力,以期在市场竞争中获得更多的优势,因此研究品牌影响力和各学科领域之间的关系至关重要。本文选取中国期刊网文献作为源数据,通过社会网络分析、共词分析等方法,对数据进行分组测度并描述。探索品牌影响力发展的趋势及与其密切关联的研究领域,并预测其发展前沿。分析结果显示:品牌影响力最初是从企业管理研究中引申出的研究分支,因伴随着企业研究而繁荣壮大。在阶段一,品牌影响力主要与商业领域关联最为密切,后随着品牌影响力的发展,其与新闻媒体领域开始互动频繁;观察品牌影响力的理论研究脉络,其先向深度挖掘后向广度扩展。
The influence of brand is an important branch of brand-building. With the development of economy, more and more attention has been paid to the importance of brand building in many fields, so as to enhance its brand influence and gain more advantages in market competition. Therefore, it is very important to study the relationship between brand influence and each subject field. Besides, it is also necessary to explore the trend of the development of brand influence and the research fields which is closely related to it, and to predict its future development.The analysis results show that brand influence is originally a branch of research derived from the study of enterprise management, which is prosperous and growing with the study of enterprise. In the first stage, brand influence is closely related to the business field. Later, with the development of brand influence, it has begun to interact with the news media frequently. By observing the theoretical research context of brand influence, the trend is to extend to the depth first and the breadth later.
The influence of brand is an important branch of brand-building. With the development of economy, more and more attention has been paid to the importance of brand building in many fields, so as to enhance its brand influence and gain more advantages in market competition. Therefore, it is very important to study the relationship between brand influence and each subject field. Besides, it is also necessary to explore the trend of the development of brand influence and the research fields which is closely related to it, and to predict its future development.The analysis results show that brand influence is originally a branch of research derived from the study of enterprise management, which is prosperous and growing with the study of enterprise. In the first stage, brand influence is closely related to the business field. Later, with the development of brand influence, it has begun to interact with the news media frequently. By observing the theoretical research context of brand influence, the trend is to extend to the depth first and the breadth later.
引文
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[38]张小庆,陈春雪.设置特色栏目,提升期刊品牌影响力--以《核化学与放射化学》为例[J].编辑学报,2017,29(S2):102-103.
[39]刘津,杜宁.借助微信平台提升科技期刊品牌影响力的方法[J].编辑学报,2017,(S1):70-72.
[2]李先国,陈宁颉,张新圣.虚拟品牌社区感知价值对新产品购买意愿的影响机制--基于群体认同和品牌认同的双中介视角[J].中国流通经济,2017,(2).
[3]Hofmeyr J H S,Rohwer J M.Supply-demand analysis a framework for exploring the regulatory design of metabolism.[J].Methods in Enzymology,2011,500:533-554.
[4]Sreejesh S.Consumers’Perceived Brand Aspiration and Its Impact on Intention to Pay Price Premium:Moderating Role of Brand Jealousy[J].Theoretical Economics Letters,2015,5(2):273-284.
[5]Truong Y,Mccoll R,Kitchen P J.Uncovering the relationships between aspirations and luxury brand preference[J].Journal of Product&Brand Management,2010,19(5):346-355.
[6]国务院办公厅.国务院办公厅关于发挥品牌引领作用推动供需结构升级的意见[J].居业,2016,(7):4-6.
[7]樊雅梦,王虹,杨璐瑜.科技期刊的碎片化信息服务--微信公众号运营策略探究[J].新闻知识,2017,(3):46-48.
[8]Correa T,Hinsley A W,Zú?iga H G D.Who interacts on the Web?:The intersection of users’personality and social media use[J].Computers in Human Behavior,2010,26(2):247-253.
[9]Shocker A D,Srivastava R K,Ruekert R W.Challenges and Opportunities Facing Brand Management:An Introduction to the Special Issue[J].Journal of Marketing Research,1994,31(2):149-158.
[10]卢泰宏,吴水龙,朱辉煌,etal.品牌理论里程碑探析[J].外国经济与管理,2009,31(1):32-42.
[11]俞敏,刘德生.全媒体时代提升科技期刊品牌影响力策略研究[J].中国科技期刊研究,2016,(12).
[12]余晓宝,凌继尧.艺术学视角下的品牌研究[J].装饰,2017(9).
[13]King C.Brand management-standing out from the crowd:A review and research agenda for hospitality management[J].International Journal of Contemporary Hospitality Management,2017,29(1):115-140.
[14]张锐,张燚,周敏.论品牌的内涵与外延[J].管理学报,2010,7(1):147.
[15]Grimaldi M,Cricelli L.Intangible asset contribution to company performance:the“hierarchical assessment index”[J].Vine,2009,39(1):40-54.
[16]张亚晨.品牌影响力的核心内涵[J].家电科技,2011,(9):9-9.
[17]刘凤军,王镠莹.略论企业社会责任与品牌影响力[J].市场营销导刊,2007,(2):16-19.
[18]姚林.注意力影响力品牌力[J].新闻前哨,2009,(1):14-14.
[19]Longwell G J.Managing brand equity:Capitalizing on the value of a brand name:David A.Aaker,The Free Press,New York(1991)[J].Journal of Business Research,1994,29(3):247-248.
[20]王齐国.品牌影响力与品牌资产构成[J].中国品牌,2009,(5):28-30.
[21]罗磊,卫海英.品牌资产内涵和外延的再认识[J].商业时代,2005,(21).
[22]邴红艳.品牌竞争力影响因素分析[J].中国工程科学,2002,4(5):79-83.
[23]焦利勤,蔡森.广告策略在提升品牌影响力中的应用研究[J].沿海企业与科技,2009,(2):79-83.
[24]魏然.城市品牌影响力智能评价与优化策略初探[D].石家庄:河北师范大学,2008.
[25]许灵然.浙江省特色小镇品牌影响力评价及其传播优化策略[D].杭州:浙江传媒学院,2017.
[26]李莎莎,吴相利,黄薷丹.基于顾客感知的服务企业品牌影响力评价研究[J].对外经贸,2010,(5):48-50.
[27]孟新雷.基于社会责任的房地产企业品牌影响力评价研究[D].宁波:宁波大学,2012.
[28]张倩,滕红,袁小姗.基于链接分析法的我国主要商业银行网站影响力评价研究[J].情报科学,2011,(6):833-837.
[29]Yang J,Lu L,Xie W,et al.On competitive relationship networks:A new method for industrial competition analysis[J].Physica AStatistical Mechanics&Its Applications,2007,382(2):704-714.
[30]Qiu Junping,Wu Chao.Study on the Co-Author Relationship of Informetrics Based on Social Network Analysis[J].Document,Information&Knowledge,2011,32(6):12-17.
[31]Gan,D.Social network analysis of the communication mode in blogging.Master thesis.Shandong:Shandong University,2007.
[32]Feng L,Leng F.Development of Theoretical Studies of CoWord Analysis[J].Journal of Library Science in China,2006.
[33]刘凤军,李敬强,李辉.企业社会责任与品牌影响力关系的实证研究[J].中国软科学,2012,(1):116-132.
[34]向飒.论媒介融合下期刊品牌影响力的网络传播策略[J].出版广角,2012,(8):66-67.
[35]Ronda-Pupo G A,Guerras-Martin L A'.Dynamics of the evolution of the strategy concept 1962-2008:a co-word analysis[J].Strategic Management Journal,2011,33(2):162-188.
[36]宋锦玉,赵杉林,陈平,etal.3G时代科技期刊如何利用微信出版提高影响力[J].编辑学报,2015,27(4).
[37]徐敏,瞿麟平,吴洋,etal.策划出版纪念专刊对提升期刊品牌影响力和编辑部工作能力的意义[J].中国科技期刊研究,2016,27(7).
[38]张小庆,陈春雪.设置特色栏目,提升期刊品牌影响力--以《核化学与放射化学》为例[J].编辑学报,2017,29(S2):102-103.
[39]刘津,杜宁.借助微信平台提升科技期刊品牌影响力的方法[J].编辑学报,2017,(S1):70-72.