企业永续增长的品牌模型及其应用

A Model of Brand and Application of the Everlasting Growth of Firm

企业增长理论是企业理论的一个重要组成部分,现有的理论或模型并不能对选择爆炸式增长条件下的企业永续增长做出很好的解释。在过剩经济条件下,消费者的选择成为决定企业能否生存和增长的关键,而品牌又极大地影响了消费者的选择。我们把消费者的选择行为和企业内部的管理策略有机地结合起来,提出一个企业永续增长的品牌模型。在模型中,品牌品类度和企业品牌策略是企业永续增长的必要条件,品牌通过影响消费者的选择进而决定企业增长的永续性与企业的销售收入,成为企业永续增长的拉动力量。同时我们对模型进行拓展,分析两种典型的品牌模式,并应用该模型解释企业的动态增长。

The dynamic theory of growth of the firm is one important part of the theory of the firm. However these theories can not explain the sustainability of Growth of the firm. In modem times the ehoiee of consumer is the key to the growth of the firm, and brand has affeeted the ehoiee behavior of consumers greatly. We put forward with a model that combines the choice behavior and managerial strategies. In our model the category degree of brand and brand strategies are the necessary conditions of the dynamie growth of the firm, and brand pulls growth of the firm. Meanwhile we extend our model and analyze two elassieal brand models and apply it to explain growth of the firm.