企业整合品牌管理的制度驱动机制研究——基于快速消费品行业企业的探索性分析

Research on Institutional Driving Mechanism of Integrated Brand Management in Corporations——An Exploratory Analysis Based on the FMCG Firms

现有品牌管理研究大多基于市场或顾客的外部视角,而文章基于制度管制、规范和文化认知系统,从企业内部组织因素角度探索整合品牌管理的驱动机制。运用来自261家快速消费品企业的研究数据,识别并验证驱动企业整合品牌管理的关键制度因素;并根据样本企业整合品牌管理水平,探索不同组别企业整合品牌管理的制度驱动机制。研究结论不仅丰富整合品牌管理的影响机制探索,也为企业提升整合品牌管理水平提供管理启示。

The existing brand management studies are mostly based on the outside perspective of market or the customers. This paper explores the driving mechanism of the integrated brand management based on the basic regulative, normative and cuhural-cognitive systems, from the internal perspective of organizational factors. Using data from 261 fast moving consumer goods firms, this paper identifies and validates key institutional factors which drives integrated brand management, according to the level of that, the paper explores the driving mechanism between different groups. The findings not only enrich the stud- ies of integrated brand management, but also provide several managerial implications to raise the level of integrated brand man- agement.