企业品牌成长与整合模型研究

Research on Growth and Integrated Models of Enterprise Brands

企业品牌的成长过程,一般需要经历品牌孕育、品牌诞生、品牌成长和品牌成熟几个阶段;企业品牌的整合,一般呈现出一个从低级到高级、从外部到内部的品牌整合路径。通过企业行为一致性和信息传播一致性的特点建立企业品牌成长与整合模型,得出的结论是:处于品牌孕育阶段的企业,其品牌整合战略必然选择低级整合型路径;处于品牌诞生阶段的企业,其品牌整合战略一般选择强外部整合型路径;处于品牌成长阶段的企业,其品牌整合战略必然选择强内部整合型路径;处于品牌成熟阶段的企业,其品牌整合战略最佳的选择是高级整合型路径。此研究对于处于各个发展阶段的企业具有一定得指导意义。

The growing process of enterprise brands need go through the stages of incubation, birth, growth, and maturity; while the integrated process of enterprise brands shows the integrated path of brand from low to high level and from external to internal factors. Through the consistency of enterprise behavior and information communication to construct growth and integrated models of enterprise brands, this research concludes that, in incubation stage, low integrated path is chosen; in birth stage, strong external integrated path; in growth stage, strong internal integrated path; in maturity stage, high-level integrated model. This research will have guiding significance to the enterprises in different stages.