摘要
近20年来,对品牌导向的探讨成为品牌管理与战略管理交叉领域的研究热点,但现有研究结论并不一致,甚至彼此矛盾和冲突。在对品牌导向概念内涵与构成维度进行系统梳理的基础上,采用混合战略导向的分析逻辑重新审视企业实施品牌导向的本质,从不同战略目标这一角度出发对品牌导向类型进行解析,并对品牌导向的前因后果作出评述,最后对品牌导向的未来研究方向进行展望。
Over the past 20 years,the focus on brand orientation and its related discussions has been a research hotspot in the field of brand management and strategic management. However,the existing research conclusions are inconsistent and they even contradict with each other. This paper firstly systematically reviews and evaluates brand orientation with regard to its concept and dimensions. Then it takes the hybrid strategic orientation as logical analysis,looks again the essence why enterprises implement brand orientation,and analyzes the types of brand orientation from the perspective of different strategic targets. Thirdly,the paper reviews the causes and effects of brand orientation. Lastly,it discusses the future prospect of brand orientation.
引文
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