国外品牌管理理论研究的最新进展及其述评

The Latest Development of the Theoretical Studies on Foreign Brand Management and Its Review

品牌管理是营销学领域研究重要内容之一。近七年国外品牌管理理论研究的最新进展表现在以下几个方面:一是对品牌管理理论纵向发展的相关问题进行了探讨,集中体现在对在线品牌社群、品牌至爱和品牌拟人化的研究;二是探讨了品牌管理理论的横向发展,集中体现在对品牌联盟、品牌与市场营销策略的研究;三是把对品牌管理理论的研究拓展到了新的领域,主要体现在对个人品牌的研究上。

Brand management is one of the main contents in marketing research field.From the latest development of the theoretic studies on foreign brand management in the recent five years,people can find the following：first,there are discussions about the longitudinal development of the brand management theories,which mainly focus on online brand community,brand favorite and brand anthropomorphism;second,there are lateral discussions about the brand management theories,which concentrate on brand alliance,brand and marketing strategy;third,there are new domains of brand management theories—— mainly on personal brand management.