数字化网络时代品牌资产共建的路径模型——基于淘宝网的探索性案例研究

Brand Equity Co-creation Path Model in the Digital Network Era:An Exploratory Case Study Based on Taobao

数字化网络时代使品牌资产构建面临新情境。在高度开放且松散耦合的复杂网络环境中,如何使多元利益相关者协同实现品牌资产共建,尚缺乏系统性剖析。以淘宝网为研究对象,采用探索性案例研究方法,探讨新情境下品牌资产共建的驱动因素和机理,挖掘多网络层级利益相关者实现共建的过程和协同机制,以动态化和系统性视角构建品牌资产共建的路径模型。拓展了品牌资产构建研究的情境,揭示了品牌资产基于开放的复杂网络系统交互构建的“黑箱”,可为企业开展品牌资产共建提供理论启示和案例借鉴。

In the digital network era,brand equity is being developed in a new scenario,and there is a lack of systematic analysis on how to enable multiple stakeholders to co-construct brand equity in a highly open and loosely coupled complex network environment.Aiming at constructing a brand equity co-creation path model from a dynamic and systematic perspective,this article adopts an exploratory case study approach,taking Taobao as research object,and exploring the driving factors and mechanisms for brand equity co-creation under the new scenario and the co-creation process and collaborative mechanisms among multiple stakeholders at different network levels.This article expands the scenario of brand equity co-creation research,reveals the“black box”of brand equity construction based on an open and complex network system,and provides theoretical insights and practical reference for enterprises to construct brand equity together.