| 生态学原理与品牌研究 |
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| 引用本文： | 李振键,韩伯棠. 生态学原理与品牌研究[J]. 北京理工大学学报(社会科学版), 2005, 7(2): 30-33 |
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| 作者姓名： | 李振键 韩伯棠 |
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| 作者单位： | 1.北京理工大学实验室设备处,北京100081 |
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| 摘 要： | 在竞争的市场环境中,品牌的产生与成长涉及到品牌特质、品牌之间相互作用、品牌与环境等问题,这与生态学研究生物个体与种群和环境的关系有着内在的相似性。品牌研究的一个新方向就是基于这两个学术领域之间在原理和方法上的相互借鉴,从而引申出品牌个性、品牌生命周期、名牌生态系统、品牌生态学等富有启发性的概念,这些跨学科隐喻或类比研究,具有实践和理论的意义。
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| 关 键 词： | 品牌 生态学 品牌生态学 品牌生命周期 |
| 文章编号： | 1009-3370(2005)02-0030-04 |
| 收稿时间： | 2005-03-16 |
| 修稿时间： | 2005-03-16 |
Ecological Principles and Study of Brand Name |
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| LI Zhen-jian and HAN Bo-tang. Ecological Principles and Study of Brand Name[J]. Journal of Beijing Institute of Technology(Social Sciences Edition), 2005, 7(2): 30-33 |
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| Authors: | LI Zhen-jian and HAN Bo-tang |
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| Affiliation: | 1.Section of Experimental Equipments, Beijing Institute of Technology, Beijing 100081 |
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| Abstract: | In the competitive market environment, the birth and growth of a brand name involve many problems: the idiosyncrasy of the brand name, the reciprocity of different brand names, and the relationship between a brand name and its corresponding environment. It is very similar to the study of the relationships between individual breed or species and the environment in ecology. A new direction of studying brand name is to use the theories and methods in both the two academic fields for reference to develop some innovative concepts such as the individuality of brand, the life cycle of brand, the ecologic system of famous brand, and brand ecology. The metaphoric and analogical study among different subjects is meaningful both in theory and in practice. |
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| Keywords: | Brand name Ecology Brand Ecology Brand life cycle. |
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