基于战略匹配视角的企业品牌化作用机理研究——以意大利环意国际旅行社为例

Research on the Effect Mechanism of Enterprise Branding Based on the Perspective of Strategic Fit:A Case Study of Voglia d'Italia Tour s.r.l

品牌化是一种使产品或服务在市场中与众不同、并被购买者所认知的能力。本文以服务型企业——意大利环意国际旅行社的品牌化过程为主线,采用单案例研究方法,探讨了基于战略匹配视角的企业品牌化作用机理的理论框架。研究结果表明:内、外部品牌化不同的匹配战略会促使企业的品牌化进入不同的发展阶段;外部品牌化的逻辑是"反者道之动",通过传播、反馈实现管理层与客户之间对企业品牌定位的沟通;内部品牌化的逻辑是"弱者道之用",通过践行、控制实现管理层与员工之间对品牌定位的贯彻执行。企业通过内、外部品牌化之间的引领、推动作用实现企业品牌化发展的螺旋式上升。本研究希望能为企业的品牌建设提供一个系统化的研究视角和经验性支持框架。

Branding is the ability to make products or services unique in the marketplace and to be perceived by buyers. This study takes Voglia d＇Italia Tour s. r. 1 as case to analyze the different characteristics of strategic fit in the introduction stage, the awareness stage and the well-known stage of enterprise branding. It also analyzes how to achieve the branding target by balancing the relationship between internal branding and external branding. The results of research show that： The different brand strategic fits will lead to different stages of branding. Enterprise branding is achieved via the fit between internal and external branding. The logic of external branding can be illustrated by the Taoist maxim ＂What drives a motion is the dynamics of opposing forces＂, i. e. , the management and customers communicate through dissemination and feedback on branding. Likewise, the logic of internal branding is ＂The weakness marks the course of Tao＇s mighty deeds＂, i. e. , the positioning of brand has to be implemented through practice and control by the management over staff. Internal and external forces promote the spiraling development of enter- prise branding. This research can provide a systemic perspective and experiential support frame- work for the brand construction of enterprises.