景德镇陶瓷品牌激活管理主体确定的博弈分析

Game Analysis of the Determination on Management Subject of Jingdezhen Ceramics Brand Activation

景德镇陶瓷是历史悠久的区域品牌,然而历尽风雨沧桑,品牌价值极度衰退。因此,有必要实施品牌激活战略。而品牌激活战略的实施首先需要一个强有力的管理者来推动。文章针对这一问题,采用博弈论的方法对最适宜的区域品牌管理者进行了分析。通过对以不同管理主体为主的景德镇陶瓷区域品牌激活管理进行博弈分析,并对以陶瓷厂商、行业协会、地方政府为管理主体的三种管理模式利弊进行了剖析,提出了景德镇陶瓷区域品牌最优管理主体系统,根据区域品牌管理的基本流程来刻画其激活管理方式和实施步骤。

Jingdezhen ceramic is a regional brand with a long history. However, the brand value has got an extreme recession after the vicissitudes. Therefore, it is necessary to implement the strategy of brand activation. And the implementation of the strategy of brand activation, first of all, needs a strong manager to push. Aiming at this problem, this paper makes an analysis on the optimum regional brand manager by the method of game theory. Based on game analysis of the pros and cons of three kinds of management mode taking the ceramic manufactur- ers, industry associations and the local government as separate management subjects of Jingdezhen ceramic region- al brand activation, the optimum management subject of Jingdezhen ceramics regional brand is proposed. According to the basic process of regional brand management, activation management mode and implementation steps are depicted.