生态学原理与品牌研究

Ecological Principles and Study of Brand Name

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。

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.