中国轿车自主品牌生态系统研究
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摘要
生态竞争和品牌竞争是21世纪市场竞争的主角。各个行业无不把创建强势品牌,获取品牌附加价值作为今天竞争的最主要也是最强有力的手段。然而价值观的冲突加剧着人们对资源的掠夺性的开采和利用,也加剧着发展的不平衡。生态学的观点正是在这样危机的时刻被提到了高度重视的地位,生态平衡的理念也逐步在经济管理的领域逐步深入。现代经济实质上就是生态经济,本文以中国轿车自主品牌生态系统为研究对象,借用生态学的理论和观点,探讨中国轿车自主品牌生态系统的理论,构成因子,以及中国轿车自主品牌生态系统价值效应,并进行实证研究。
本文首先论述了与品牌生态有关的理论基础,包括品牌生命周期理论、品牌生态价值理论和品牌生态系统理论,在现有品牌生态理论的基础上提出了中国轿车自主品牌生态系统的概念、结构和特征,并分析了中国轿车自主品牌生态系统的演化过程和运行机制。其次,在理论研究的基础上,本文分析了中国轿车自主品牌生态系统的生态因子,建立了中国轿车自主品牌生态系统价值效应模型,并提出了各因子对中国轿车自主品牌生态系统经济价值和生态价值关系的假设；通过调查问卷的形式,对该模型所包含的假设进行实证分析,在实证结果的基础上进行讨论,同时对中国轿车自主品牌生态系统的建设提出建议。最后作出研究总结,提出研究局限和未来研究方向。
全文的主要研究内容和研究成果包括：
(1)中国轿车自主品牌生态系统的概念提出以及结构和特征研究。以品牌生态系统理论为核心,以品牌生命周期理论和品牌生态价值理论为支撑,界定了中国轿车自主品牌生态系统的概念,分析了中国轿车自主品牌生态系统的结构,指出了中国轿车自主品牌生态系统与一般品牌生态系统不同的独特特征。
(2)中国轿车自主品牌生态系统因子研究。将中国轿车自主品牌生态系统的构成因子按其相关性分为产品生态因子(包含产品技术因子、产品质量因子和产品服务因子)、文化生态因子(包含品牌理念因子、品牌形象因子和品牌人格化因子)、市场生态因子(包含品牌定位因子、品牌传播因子和品牌忠诚因子)、制度生态因子(中国产业政策因子)和竞争合作生态因子(行业竞争与合作因子)。并分析了各生态因子的现状。
(3)分析中国轿车自主品牌生态系统的生态价值的构成,提出了生态价值的二维结构模型。
(4)构建中国轿车自主品牌生态系统价值效应模型及实证研究。通过实证研究表明中国轿车自主品牌生态系统的技术生态因子、质量生态因子、品牌理念生态因子、品牌形象生态因子、品牌忠诚生态因子、以及产业政策生态因子对中国轿车自主品牌生态系统经济价值和生态价值都有显著影响；而服务生态因子、品牌传播生态因子和竞争合作生态因子对系统的生态价值有显著影响,对经济价值影响不显著；品牌人格化因子则对系统生态价值和经济价值的影响都不显著。
Heroes of market competition in 21st century are ecological competition and brand competition. Promotion in brand competitiveness is the powerful weapon to pursue higher economic value. No business denies the mighty ability of building strong brands to obtain added values. Conflicts in different values aggravate the rapacious exploitation and utilization of energy resources, as well as the development imbalance. It is at the critical moment that ideas in ecology have been placed in a very important position, and the ideology of ecological balance has also stepped into economic and administrative field. Modern economy is, in essence, ecological economy. Making the self-owned automobile brand its objective, the dissertation explores the theories in the ecosystem of Chinese self-owned automobile brands by taking use of the theories and points in ecology and makes the empirical studies.
The dissertation is composed of seven chapters, mainly about two aspects. Firstly is the theoretical study. It introduces the related theories about brand ecology, including Brand life cycle theory, Brand eco-value theory and Brand eco-system theory. Based on these existed theories, the dissertation proposes a new concept----Ecosystem of Chinese self-owned automobile brands, and analyzes its structure, its characteristics, its evolution progress and its working schemes. Secondly are the empirical studies. With the theoretical analysis, the dissertation works out the ecological factors, builds a value effect model of the ecosystem of Chinese self-owned automobile brands, and supposes the relationships between the factors and value effect of the brand ecosystem. With questionnaires, the dissertation makes empirical studies to prove the assumptions and discusses the results to give suggestions for the building of the ecosystem of Chinese self-owned automobile brands. Finally is a summary of the studies and the study limits and the prospect of future research.
The specific contents and research results are:
(1) The proposal of the concept of the ecosystem of Chinese self-owned automobile brands, and the study of its structure and characteristics. Centered on Brand eco-system theory, and supported by Brand life cycle theory and Brand eco-value theory, the dissertation defines the concept of the ecosystem of Chinese self-owned automobile brands, analyzing its structure and points out the special characteristics.
(2) Ecological factors studies on the ecosystem of Chinese self-owned automobile brands. According to the relevance, the dissertation classifies the ecological factors of the eco-system into product ecological factors, including technology factor, quality factor and service factor; cultural ecological factors, including brand ideology, brand image and brand personification; marketing ecological factors, including brand orientation, brand communication and brand loyalty; institutional ecological factor, referring to Chinese automobile industry policy; and cooperation-competition ecological factor, referring to the industry cooperative and competitive environment. It also gives a brief introduction about the status quo of these ecological factors.
(3) Analyze the composition of the ecological value of the ecosystem of Chinese automobile self-owned brands, and build a two-dimensional model of the construction of ecological value.
(4) Build a value effect model of Chinese self-owned automobile brands eco-system and make empirical studies. The study shows that factors such as product technology, product quality, brand ideology, brand image, brand orientation, brand loyalty and Chinese automobile industry policy are all significant in affecting both economic and ecological value of the brand system; while product service, brand communication, cooperative and competitive environment are significant only in ecologic value, but not in economic value; brand personification is not significant either in economic value and or in ecological value.
本文首先论述了与品牌生态有关的理论基础,包括品牌生命周期理论、品牌生态价值理论和品牌生态系统理论,在现有品牌生态理论的基础上提出了中国轿车自主品牌生态系统的概念、结构和特征,并分析了中国轿车自主品牌生态系统的演化过程和运行机制。其次,在理论研究的基础上,本文分析了中国轿车自主品牌生态系统的生态因子,建立了中国轿车自主品牌生态系统价值效应模型,并提出了各因子对中国轿车自主品牌生态系统经济价值和生态价值关系的假设；通过调查问卷的形式,对该模型所包含的假设进行实证分析,在实证结果的基础上进行讨论,同时对中国轿车自主品牌生态系统的建设提出建议。最后作出研究总结,提出研究局限和未来研究方向。
全文的主要研究内容和研究成果包括：
(1)中国轿车自主品牌生态系统的概念提出以及结构和特征研究。以品牌生态系统理论为核心,以品牌生命周期理论和品牌生态价值理论为支撑,界定了中国轿车自主品牌生态系统的概念,分析了中国轿车自主品牌生态系统的结构,指出了中国轿车自主品牌生态系统与一般品牌生态系统不同的独特特征。
(2)中国轿车自主品牌生态系统因子研究。将中国轿车自主品牌生态系统的构成因子按其相关性分为产品生态因子(包含产品技术因子、产品质量因子和产品服务因子)、文化生态因子(包含品牌理念因子、品牌形象因子和品牌人格化因子)、市场生态因子(包含品牌定位因子、品牌传播因子和品牌忠诚因子)、制度生态因子(中国产业政策因子)和竞争合作生态因子(行业竞争与合作因子)。并分析了各生态因子的现状。
(3)分析中国轿车自主品牌生态系统的生态价值的构成,提出了生态价值的二维结构模型。
(4)构建中国轿车自主品牌生态系统价值效应模型及实证研究。通过实证研究表明中国轿车自主品牌生态系统的技术生态因子、质量生态因子、品牌理念生态因子、品牌形象生态因子、品牌忠诚生态因子、以及产业政策生态因子对中国轿车自主品牌生态系统经济价值和生态价值都有显著影响；而服务生态因子、品牌传播生态因子和竞争合作生态因子对系统的生态价值有显著影响,对经济价值影响不显著；品牌人格化因子则对系统生态价值和经济价值的影响都不显著。
Heroes of market competition in 21st century are ecological competition and brand competition. Promotion in brand competitiveness is the powerful weapon to pursue higher economic value. No business denies the mighty ability of building strong brands to obtain added values. Conflicts in different values aggravate the rapacious exploitation and utilization of energy resources, as well as the development imbalance. It is at the critical moment that ideas in ecology have been placed in a very important position, and the ideology of ecological balance has also stepped into economic and administrative field. Modern economy is, in essence, ecological economy. Making the self-owned automobile brand its objective, the dissertation explores the theories in the ecosystem of Chinese self-owned automobile brands by taking use of the theories and points in ecology and makes the empirical studies.
The dissertation is composed of seven chapters, mainly about two aspects. Firstly is the theoretical study. It introduces the related theories about brand ecology, including Brand life cycle theory, Brand eco-value theory and Brand eco-system theory. Based on these existed theories, the dissertation proposes a new concept----Ecosystem of Chinese self-owned automobile brands, and analyzes its structure, its characteristics, its evolution progress and its working schemes. Secondly are the empirical studies. With the theoretical analysis, the dissertation works out the ecological factors, builds a value effect model of the ecosystem of Chinese self-owned automobile brands, and supposes the relationships between the factors and value effect of the brand ecosystem. With questionnaires, the dissertation makes empirical studies to prove the assumptions and discusses the results to give suggestions for the building of the ecosystem of Chinese self-owned automobile brands. Finally is a summary of the studies and the study limits and the prospect of future research.
The specific contents and research results are:
(1) The proposal of the concept of the ecosystem of Chinese self-owned automobile brands, and the study of its structure and characteristics. Centered on Brand eco-system theory, and supported by Brand life cycle theory and Brand eco-value theory, the dissertation defines the concept of the ecosystem of Chinese self-owned automobile brands, analyzing its structure and points out the special characteristics.
(2) Ecological factors studies on the ecosystem of Chinese self-owned automobile brands. According to the relevance, the dissertation classifies the ecological factors of the eco-system into product ecological factors, including technology factor, quality factor and service factor; cultural ecological factors, including brand ideology, brand image and brand personification; marketing ecological factors, including brand orientation, brand communication and brand loyalty; institutional ecological factor, referring to Chinese automobile industry policy; and cooperation-competition ecological factor, referring to the industry cooperative and competitive environment. It also gives a brief introduction about the status quo of these ecological factors.
(3) Analyze the composition of the ecological value of the ecosystem of Chinese automobile self-owned brands, and build a two-dimensional model of the construction of ecological value.
(4) Build a value effect model of Chinese self-owned automobile brands eco-system and make empirical studies. The study shows that factors such as product technology, product quality, brand ideology, brand image, brand orientation, brand loyalty and Chinese automobile industry policy are all significant in affecting both economic and ecological value of the brand system; while product service, brand communication, cooperative and competitive environment are significant only in ecologic value, but not in economic value; brand personification is not significant either in economic value and or in ecological value.
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