品牌伞的形成路径及研究主题

The Formation Path and Research Topics of Umbrella Brand

品牌建设和管理已经成为中国企业发展壮大的一个焦点问题,应对激烈的市场竞争催生了各种品牌策略。作为品牌系统中的重要一员,品牌伞策略在不同的领域发挥着日益重要的作用,它既适用于大型企业又能促进中小企业的发展,但对品牌伞的研究未受到中国学术界应有的关注。本文从个别企业私有品牌伞和公共资源品牌伞的视角,对相关研究成果进行了综述。以现有文献为基础,着重分析了品牌伞的内涵和分类、形成机理与路径及品牌伞研究的主要论题,探讨了品牌伞未来研究的方向和重点。

Brand building and management has become a focus in the development and growing up of Chinese companies.Coping with the fierce market competition has brought various brand strategies.As an important part of brand system,umbrella brand strategy has been playing an increasingly important role in many areas.It is suitable for large enterprises and also can promote the development of small and medium-sized enterprises.However,umbrella brand do not attract much attention it deserves in China.The author summarizes related theories from the view of individual enterprise private umbrella brand and ＂public resources＂ umbrella brand.Based on the existing literatures,the author analyzes the connotation and classification,formation mechanism and path and the main themes of umbrella brand,and probes into the direction and key point of further research.