知识管理、品牌进化与绩效的实证研究

The Empirical Study of Knowledge Management,Brand Evolution and Performance

市场竞争的加剧促使企业品牌间的较量并不仅仅局限于名称和标识,而是品牌背后的知识和能力。品牌进化的核心是知识的进化,是品牌在进化动力机制作用下随时间而发生的成长演化过程,企业内部知识管理是建立在企业文化知识、技术知识、管理知识基础上的管理,基于三种知识的管理共同推动着品牌的进化,进而创造显著绩效。针对回族老字号企业的数据调查表明,知识管理与品牌进化显著相关,企业知识管理只有以品牌进化过程为中介变量,才能提高进化绩效,而通过企业管理机制促使内外部知识实现相互交流与共享,将有效推动品牌的进化。因此,为更好地提升企业绩效,一要重视顾客品牌知识管理,促进品牌进化;二要打造知识共享基础,提升企业内部知识管理;三要有效利用外部知识,拓展品牌进化路径;四要管理品牌进化过程,提高进化绩效。

The fierce market competition makes the contest among different brands to extent from their names and logos to the knowledge and capability behind the brands. Knowledge evolution is the core of brand evolution and constantly promotes the brand evolution. Enterprises internal knowledge management is based on the management of corporate cultural knowledge, technological knowledge and management knowledge： the management of these three kinds of knowledge will promote the evolution of brand and create significant performance. Based on the investigation on the Time-honored Brand of Hui, the author finds that there is significant relation between knowledge management and brand evolution; only by taking the process of brand evolution as the intermediary variable, will knowledge management play the important role in improving the performance of evolution; and the exchange and sharing of internal and external knowledge, which is promoted by enterprises management mechanism, will effectively promote brand evolution. So, to better improve enterprises performance, we should, first, pay more attention to customer brand knowledge management and promote brand evolution; second, we should lay the solid foundation for knowledge sharing and improve the level of enterprises internal knowledge management; third, we should effectively take advantage of external knowledge and expand more ways for brand evolution; and fourth, we should control the process of brand evolution and improve the performance of that.