我国品牌经济发展的机理、路径与演化趋势研究

The Mechanism, Methods and Evolution Trend on the Development of China’s Brand Economy

品牌经济发展的机理是对品牌经济体形成内部原因的剖析,众企业创建品牌是品牌经济发展的起点,之后通过持续的品牌运营将初创品牌打造成强势品牌,然后维系、提升和管理强势品牌,通过品牌产品和品牌企业支撑起优势产业和优势区域。品牌经济发展的路径是经济体创建、提升和维系品牌资产的路径,经济体的品牌建设涵盖企业、产业、区域、国家四个方面。从对我国与世界相关强势品牌数据的分析来看,近年来,我国品牌经济不论是从纵向年份比较还是从横向国家比较都取得了很大发展,但是,我国品牌经济的发展水平与我国在世界的经济地位相比还存在较大的差距。

The mechanism of brand economic development reveals the internal cause of brand economy. Creating brands is the starting point of the development of brand economy. It then transfers the start-up brands into strong brands through continuous brand operation, followed by a series of sustainment, enhancement, and management, which in turn support the advantages of industries and regions. The paths of the development of brand economy are the approaches of create, improve and sustain economies of the brand assets. The brand operations of economies include four components: enterprise level, industry level, regional level and country level. Through the analysis of the data of strong brands both in China and abroad, it can be found that China’s brand economy has made great development from both longitudinal and horizontal comparison. However, its development level, compared with China’s economic status in the world, still has a long way to go.