基于组织生态理论的品牌扩张机理研究
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摘要
进入品牌经济时代,品牌要素已经渗透到社会经济生活的各个领域。品牌的建设与培育已经不仅仅是企业的问题,更加是一个区域经济发展、国家经济发展应当关注的问题。虽然我国企业从二十世纪八九十年代就开始注意到了品牌的建设问题,国家也出台了相关政策鼓励我国民族品牌的发展,但是由于缺乏科学、深入的理论指导,我国企业在品牌培育上还存在许多的困惑与误解。
根据作者作为主要参与人,在《天津市自主品牌发展战略研究》项目、《天津冶金集团战略规划研究》、《天津三源电力市场分析与预测》项目等多个项目的研究过程中发现的品牌发展瓶颈问题,针对品牌扩张这一关键环节,本论文借鉴组织生态理论,对其展开深入的研究,并在以下方面取得了创新性的研究成果:
(1)系统分析了品牌扩张的前提条件及扩张途径。在提出品牌系统组成结构的基础上,运用协同学理论,对品牌系统组分间的相互作用及系统的演化过程进行了分析,总结了品牌健康的能力特征及适宜生态位的选择,这是品牌扩张的重要前提条件;并且从组织生态理论视角提出了品牌扩张的两种途径:局域种群规模拓展和新生境拓展。
(2)分析了品牌局域规模拓展的方式及规律。基于种群增长模型,提出了品牌共生拓展和共栖拓展两种模式,即通过共生能量转化和共栖空间让渡来实现品牌生存空间的扩展;并且进一步分析了竞争对品牌种群规模拓展的抑制作用,基于博弈理论提出了品牌的选择对策。
(3)建立了品牌新生境选址模型及其算法设计。在对品牌限制因子理论进行研究的基础上,建立了以品牌利润最大化为目标,以品牌自身资源条件为约束的品牌新生境选择双层规划模型,根据模型特性设计了求解该模型的遗传算法。
(4)构建了品牌扩张的CTM模型。运用连续时间马尔可夫(CTM)模型,对品牌扩张及品牌群落环境之间的非线性关系进行了描述,基于品牌与品牌群落发展规律研究的需要,提出了品牌信息系统的构建,为我国企业与政府等相关部门实施民族品牌与区域品牌建设提供理论和方法参考。
In the brand economy age, the brand factors have permeated into every field of social and economic life. It is not only the problem of enterprises for brand construction and cultivation, but also the concerned problems for the development of regional and social economy. Although the problems of brand construction have been paid attention to by many enterprises since the eighties and nineties of 20th century and related policies have been enacted to encourage the development of national brands, many puzzles and misunderstands of brand construction have existed in our enterprises because of the deficiency of the scientific and profound guidance of the theory.
As one of the main researchers, the author have worked on the projects of“the Research on the Cultivation and Development Strategy of Key Independent Brand Cultivation in Tianjin,”“the Research on the Strategic Planning for the Tianjin Metallurgy Group Co. Ltd.”and“the Research on the Analysis and Forecast of Electric Power Market for the Tianjin Sanyuan Electric Power Equipment Production Co. Ltd.”. The bottlenecks of brand development have been discovered in the projects above. Aiming at brand expansion, the key link of the study, further research has been done in this dissertation making reference to the theory of organization ecology, and the creative achievements are as follows:
(1) The preconditions and methods of brand expansion are systemically analyzed. On the basis of the proposition of composition structure of brand system and the application of synergistic theory, the interactions among components and the evolution process of brand system are discussed, and the characteristics of capacity of brand health and the selection of suitable niche are summarized, which are the important preconditions of brand expansion; two methods of brand expansion from the perspective of the theory of organization ecology are put forward, that is the expansion of local population scale and new habitats.
(2) The mode and law of local scale of brand expansion are illustrated. Based on the model of population growth, the symbiosis and commensalisms expansion modes are made, that is the realization of brand expansion of living space by symbiosis’s transformation of energy and commensalisms’delivery of space. Furthermore, the inhibition of competition for brand expansion of population scale is introduced and the countermeasure selection of brand is posed with game theory.
(3) The model of new habitats selection of brand is built and the genetic algorithm is designed. By the study on the theory of limiting factors of brand, the bi-level programming model of new habitats location is built with the profits maximization and the limitation of self-resources condition of brand. Based on characteristics of model, the genetic algorithm is designed.
(4) The CTM model of brand expansion is built. By the model of Continue Time Markov (CTM), the non-linear relationship between brand expansion and brand community environment are described. Moreover, the brand information system is constructed based on the study demand for the development law of brand and brand community, which is the theory and method foundation for the implementation of national brand and the construction of regional brand in our enterprises and the related departments of our government.
根据作者作为主要参与人,在《天津市自主品牌发展战略研究》项目、《天津冶金集团战略规划研究》、《天津三源电力市场分析与预测》项目等多个项目的研究过程中发现的品牌发展瓶颈问题,针对品牌扩张这一关键环节,本论文借鉴组织生态理论,对其展开深入的研究,并在以下方面取得了创新性的研究成果:
(1)系统分析了品牌扩张的前提条件及扩张途径。在提出品牌系统组成结构的基础上,运用协同学理论,对品牌系统组分间的相互作用及系统的演化过程进行了分析,总结了品牌健康的能力特征及适宜生态位的选择,这是品牌扩张的重要前提条件;并且从组织生态理论视角提出了品牌扩张的两种途径:局域种群规模拓展和新生境拓展。
(2)分析了品牌局域规模拓展的方式及规律。基于种群增长模型,提出了品牌共生拓展和共栖拓展两种模式,即通过共生能量转化和共栖空间让渡来实现品牌生存空间的扩展;并且进一步分析了竞争对品牌种群规模拓展的抑制作用,基于博弈理论提出了品牌的选择对策。
(3)建立了品牌新生境选址模型及其算法设计。在对品牌限制因子理论进行研究的基础上,建立了以品牌利润最大化为目标,以品牌自身资源条件为约束的品牌新生境选择双层规划模型,根据模型特性设计了求解该模型的遗传算法。
(4)构建了品牌扩张的CTM模型。运用连续时间马尔可夫(CTM)模型,对品牌扩张及品牌群落环境之间的非线性关系进行了描述,基于品牌与品牌群落发展规律研究的需要,提出了品牌信息系统的构建,为我国企业与政府等相关部门实施民族品牌与区域品牌建设提供理论和方法参考。
In the brand economy age, the brand factors have permeated into every field of social and economic life. It is not only the problem of enterprises for brand construction and cultivation, but also the concerned problems for the development of regional and social economy. Although the problems of brand construction have been paid attention to by many enterprises since the eighties and nineties of 20th century and related policies have been enacted to encourage the development of national brands, many puzzles and misunderstands of brand construction have existed in our enterprises because of the deficiency of the scientific and profound guidance of the theory.
As one of the main researchers, the author have worked on the projects of“the Research on the Cultivation and Development Strategy of Key Independent Brand Cultivation in Tianjin,”“the Research on the Strategic Planning for the Tianjin Metallurgy Group Co. Ltd.”and“the Research on the Analysis and Forecast of Electric Power Market for the Tianjin Sanyuan Electric Power Equipment Production Co. Ltd.”. The bottlenecks of brand development have been discovered in the projects above. Aiming at brand expansion, the key link of the study, further research has been done in this dissertation making reference to the theory of organization ecology, and the creative achievements are as follows:
(1) The preconditions and methods of brand expansion are systemically analyzed. On the basis of the proposition of composition structure of brand system and the application of synergistic theory, the interactions among components and the evolution process of brand system are discussed, and the characteristics of capacity of brand health and the selection of suitable niche are summarized, which are the important preconditions of brand expansion; two methods of brand expansion from the perspective of the theory of organization ecology are put forward, that is the expansion of local population scale and new habitats.
(2) The mode and law of local scale of brand expansion are illustrated. Based on the model of population growth, the symbiosis and commensalisms expansion modes are made, that is the realization of brand expansion of living space by symbiosis’s transformation of energy and commensalisms’delivery of space. Furthermore, the inhibition of competition for brand expansion of population scale is introduced and the countermeasure selection of brand is posed with game theory.
(3) The model of new habitats selection of brand is built and the genetic algorithm is designed. By the study on the theory of limiting factors of brand, the bi-level programming model of new habitats location is built with the profits maximization and the limitation of self-resources condition of brand. Based on characteristics of model, the genetic algorithm is designed.
(4) The CTM model of brand expansion is built. By the model of Continue Time Markov (CTM), the non-linear relationship between brand expansion and brand community environment are described. Moreover, the brand information system is constructed based on the study demand for the development law of brand and brand community, which is the theory and method foundation for the implementation of national brand and the construction of regional brand in our enterprises and the related departments of our government.
引文
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