企业品牌网络:产业集群视域下的研究

A New Perspective of Brand Research within Industrial Cluster-Enterprise Brand Network

通过论证社会网络分析方法对品牌研究的适用性,提出研究集群企业品牌网络。借鉴社会网络分析方法,对集群企业品牌网络进行了界定,分析集群企业品牌网络的结构研及影响因素、集群企业品牌网络的互动依赖、复合嵌入和品牌发展非平衡特征。

This paper argues the applicability of network analysis methods to brand research and proposes a new research object - Enterprise Brand Network within industrial cluster, which is defined based on the social network analysis methods. At last, it analyzes structure and influencing factors, interaction, composite embedment and disequilibrium.