利益相关者视角下农资品牌成长机理研究

Research on the Growth Mechanism of Agricultural Brand from the Perspective of Stakeholders

品牌成长引发的价值增量从企业和顾客层面扩展到利益相关者中,对利益相关者视角下农资品牌成长进行研究成为品牌管理实践领域的重要课题。立足农资品牌传播及其成长的特定环境,以品牌成长和品牌生态系统理论为基础,从利益相关者与品牌的关系角度对农资品牌成长概念进行了界定,提出了利益相关者视角下农资品牌成长的机理模型和在利益相关者背景下,农资品牌成长轨迹与演化的关键性因素,这对农资企业实施品牌成长战略具有探索性的理论和实践意义。

The value increment of brand growth has been extended from the enterprise and customer level to the stakeholders, and the research on the growth of agricultural brand in the perspective of stakeholders has become an important subject in the field of brand management practice. Based on the brand growth and brand ecosystem theory, this paper defines the concept of the growth of agricultural brand from the perspective of the relationship between the stakeholders and the brand, and puts forward the mechanism model of agricultural brand growth from the perspective of stakeholders concept and the key factors of the growth and evolution of the agricultural brand under the background of the stakeholders, which has exploratory theoretical and practical significance for the implementation of the brand growth strategy of the agricultural enterprises.