2006୍ֻ5௹ᇏն࿐࿐Б(ഠ߶॓࿐ϱ)ֻ46ज(ሹ203௹)(SOCIALSCIENCEEDITION)Ӂြࠢಕ֥இള࣮*黄喜忠,杨建梅(华南理工大学工商管理学院,广东广州510640) ᅋ ေ:Ӂြࠢಕ҂ࣇࣇ൞ᇙ؟ཌྷܱఒြᄝֹഈ֥ࠢऊ,இࠢऊ֥གྷའ္ٳԛb၂Ϯটඪ,ࣜݖ၂؍ൈࡗ֥ဆ߄,இႮ۱ุ֞ಕઋ߶ᇯࡶྙӮ၂۱گᄖ֥இ༢bႮႿஇऎႵোള࿐หྟ,ၹՎૌॖၛࢹᇹള࿐ંট࣮Ӂြࠢಕᇏ֥இ༢,ࣉطܱᇿӁြࠢಕ֥இളࡲू໙ีbھ໓ᇶေՖᇕಕ֞ಕઋਆ۱ҪՑܒࡹਔஇٳ༅֥ඔਈᆷѓ,ѩิԛ၂Ϯ߄֥இള༢ଆ,ቋުၛിऎູσ২,࣮ఃஇࢲܒބളࡲू໙ีb ܱՍ:Ӂြࠢಕ;இಕઋ;ള࿐;இള;োള࿐ ᇏٳোݼ:F406/ ໓ངѓ്:A ໓ᅣщݼ:1000-9639(2006)05-0117-06 ૌၘರၭವೆᆩ്ࣜ࠶ൈս,ၛᆩ്aஇࠢކ൪ቔ၂۱ള༢bૌᇿၩ,֞ॢࡗၳିaஇູ֩սі֥ྙሧӁᄝ൧ӆࣩᆚᇏֹ֥ᇉྟࠣఃေੀ֥٤नޙྟ,۱ุٳ҃ӯགྷ໊ބቔႨᄀটᄀᇗေ,ᄹ఼ሱᇶԷྍି৯aิۚϪॶྟaཏళྟ҂ࣇ൞၂ᇕሱಖགྷའ,္൞၂ᇕࣜஇၩ്ၘӮູૌטᆜӁြࢲܒa՜ࣉӁြശࠩ࠶གྷའaഠ߶གྷའ,ᄝ۱ุࡗ֥ཌྷቔႨ༯,۱ุ֥ᇗေ࿊ᄴbؿᅚӁြࠢಕ,՜మᄝሧჷ໊ሇ֞ᇕಕᄜ֞ಕઋၛᇀቋᇔྙӮ၂۱گᄖ֥ሱൡႋ߄ູൌ࠽ሧჷ໊ѩิശთ֥ሧჷ໊ඣ,ࣉطྟ༢bႱೂള۱ุ෮ऎႵ֥ࠎЧหᆘ,இᄹ఼თࣩᆚ৯,္ဢູᆟکބ࿐ᆀ෮ܱᇿb္Ⴕളଁᇛ௹a၌Ԯaэၳ֩োള࿐ห,ྟ၂ၛభૌܱᇿӁြࠢಕ֥бࢠႪ൝,ᇶေҧᇗႿ۱Ӂြࠢಕ֥இᆭࡗ္թᄝሢࣩᆚა܋ള֥োః఼ն֥ࠢऊིႋaܿଆБԏ־ᄹིႋࠣႵ০Ⴟള࿐གྷའ,ѩೂൊ৽aൊຩ,ᄝӁြࡎᆴ࿖ߌࣜ࠶ؿᅚ,֩ൌ࠽ഈӁြࠢಕ҂ࣇࣇ൞၂৽ഈ,҂֥இᅝऌ҂֥൧ӆק໊,০Ⴈሧჷ۱ఒြಕઋ,္൞၂۱இಕઋ,طުᆀ֥࣮ಏ௶ᇏ֥҂ࡗ,ؓളӁაཨٮॢࡗࣉྛٳ۩aళཌྷؓಌك,หљ൞Ӂြࠢಕᇏஇള֥ࡲूაೆაᅝਵ,ྙӮ၂۱ٳҪ֥ႻऎႵᆜุۿି֥ܵ໙ีഒႵടࠣbЧ໓ࢲކӁြࠢಕaஇ࿐aஇള༢bၹՎӁြࠢಕᇏ֥இളݣၬࣼള࿐֩ཌྷܱ,ં๙ݖܒࡹஇᇕಕaஇಕઋ൞:(1)ఒြஇࠇఒြఋ༯֥Ӂஇ൞ऎႵਆ۱ҪՑ֥ඔਈٳ༅ᆷѓބஇള༢ଆؓളଁၩၬ֥۱ุ,ିܔཌྷؓຂԷࡹᆀطіགྷཌྷܱۀބٳ༅ٚمࣉྛԚ҄ฐษb৫֥ളଁ݅ࠖ;(2)Ӂြࠢಕ൞Ⴎ҂֥Ӂ൧ӆቆӮ,֥ᆚؠ၂൧ӆ֥இ,ႮႿള໊ཌྷ၂aӁြࠢಕᇏ֥இളݣၬරܒӮ၂۱இᇕಕ;(3)҂֥இᇕಕႻ๙ݖӁြࡎᆴ৽֥৵ࢤܒӮஇಕઋ;(4)இಕႨ༢ႅნٚم,ૌॖၛϜӁြࠢಕ֥ઋބఃᆦӻྟߌܒӮ၂۱இള༢;(5) *൬۠ರ௹:2006-04-28 ቔᆀࡥࢺ:黄喜忠(1969-),男,广东普宁人,华南理工大学工商管理学院博士研究生b杨建梅(1946-),女,陕西西安人,华南理工大学工商管理学院教授a博士生导师b117
ॉ੮ಆ౯ࡎᆴ৽֥႕ཙބቔႨ,ᄵॖၛܒӮ၂֥ᆰࢤஷሏބྍ༷࿓၁֥Ҁԉ,ط֝ᇁӻ࿃Էྍ۱۷ն֥இള༢bၛӁြ৽֥ሱಖഥູି৯֥҂ቀbࠎԤົ,აఃэਈܒӮ֥ົ؇ཌྷࢲކ,бೂஇ3.品牌集中度ᆩ؇֥նཬaஇྙའק໊֥֮ۚ,֩ࣼॖၛ܍nীԛӁြࠢಕؽჭࠇ؟ჭ֥இॢࡗbCRn= S)i=i(31Si൞ֻi۱ᆩஇ֥൧ӆٺحbؽaஇ֥ᇕಕളᇕಕ֥இࠢᇏ؇൞ᇕଽn۱ቋᆩஇ֥൧ӆٺحᆭބ,ູਔьႿ࠹ٳ༅,х૧ඔऌᇗള࿐ᇏ֥ᇕಕ൞ളࠃᄝ၂קॢࡗଽaඋן,ႋᆺ࠹ෘЧֹӁԛ֥൧ӆٺحb๙ݖնਈσ၂۱ᇕ֥۱ุ֥ࠢކ২ٳ༅,ૌؿགྷݓଽຓն؟ඔӁြࠢಕ֥இ[1](P116)bෛሢӁြٳ۽֥ರၭധ߄,ࠢಕᇏ֥ఒြᄀটᄀህᇿႿऎႵࣩᆚؿᅚൎႵཌྷරᆭԩ,ࣼ൞ခሢՖ֞ႵaՖٳႪ൝֥ଖ၂ߌࢫ,இҵၳ߄aஇऊࢊ߄֤ࠢ֞ࠢᇏ֥ਫ਼ࣥဆ߄֥bஇࠢᇏ؇ّ႘ਔջྟಕᇏ֥இᇕಕٳರࡶૼཁ,หљ൞܂ႋ৽ຩஇ֥ሧჷᆜކି৯bӁြࠢಕࡎᆴ৽ഈ֥০ٳѩ٤नᄋ,၂ٚ૫,இ൞ఒြ֥ྙሧӁ,,ࠫެૄ۱ߌࢫႵնਈஇթᄝbЧ໓ࢲކஇᄝཨٮᆀᇏ֥ᆩ؇ބཨٮᆀؓஇ֥ᇑӴஇห,ྟՖၛ༯۱ٚ૫টࢣൕஇᇕಕള֥หᆘބᄎܿੰb؇,ॖၛࡨഒӁ֥൧ӆླྟ,ۚఒြࣉೆуৈ,Ⴟ൞၂҆ٳఒြ֥০сಖཌྷؓࢠۚ,൧ӆ(၂)ඔਈหᆘٺحࢠնbၹՎೂݔஇࠢᇏ؇ݖ,֮ᄝඌა1.品牌相对多度ܵԷྍٚ૫ࠢಕࡼಌഒջྟ֥ᆩஇ,҂Di=Ni/N(1)০Ⴟᇕಕᆜุࣩᆚ৯֥ิۚbDiֻູiஇᇕಕ֥ཌྷؓ؟؇,Niֻູi(ؽ)ӮӉਫ਼ࣥஇᇕಕ֥இඔਈ,Nູஇ༢֥இඔਈᆭႮႿӁြࠢಕ֥ളӮࠏა৯ࠏᇅ҂,ބb۲இᇕಕ֥ཌྷؓ؟؇նཬіૼਔఃཌྷؓႪ҂֥Ӂြࠢಕ,ఃஇ֥ӮӉਫ਼ࣥҵљࢠն,ؓ൝؇,ࢠնᆀࡼᅝऌӁြࡎᆴ৽֥ᇶֹ໊֝bႿຓჷӁြࠢಕ,இೆ൞ჰ৯,ೂתᑄ֥2.品牌密度ITᇅᄯြ,ᄝݓࡅᆟҦړӻ༯,ࡆᆭிਣۖϏ֥இૡ؇൞ᇕಕଽ֥இඔਈაᇕಕଽྛֹჸႪ൝,תᑄӮູሧஇ֥ᇶေઋׄbطြ֥ఒြඔਈᆭбbՖሹਈ֥࢘؇ّ႘ਔھᇕଽളӁြࠢಕ,ೂᆄࡾ໑ᇜֹ֥ڛልaյࠅಕ֥இࡹഡሑঃb၂Ϯটඪ,Ӂҵၳ؇ᄀۚ,ࠏa֮ఖ֩Ӂြࠢಕ,இ൞ϴෛଽളྟఒြᄵ൧ӆঘ༯֥இૡ؇္ᄀۚbႮཬ֞նaႮ఼֞ᇯࡶؿტ֥ݖӱ,ཌྷؓభᆀ,R=n/N(2)ӮӉཌྷؓߏતbૌ֥இඔਈՖ֞ႵaՖᇕಕᇏ֥இႵଽളྟაຓჷྟᆭٳ,෮໌ഒ֞؟aႮਈэ֞ᇉэମᇀྙӮ၂۱ᇕಕaಕઋ,ଽളაຓჷ,ࣼ൞ु൞ڎູࠢಕଽ ളӉ ֥նᇁࣜਔ4۱ൈ௹:ष௹aࡆ௹a໗௹aႚႵሱᇶӁಃ֥இbӁြࠢಕ໊֥Ⴊ൝ӈӈЎބ௹,ᆺ൞іགྷ֥ӱ؇҂طၘbᄝष௹,Ӂ་ႄຓটஇ֥ࣉೆ,၂ٚ૫ຓটஇॖၛႪ߄ြࠢಕԚऎԠ,ྙఒြඔଢഒ,ીႵࠇಌكൡၒ֥ಕଽሧჷᇂ,ࣉ၂҄ิۚӁြࠢಕ֥ࣩᆚ৯,இളթߌ,இૡ؇ᄹӉߏત;ෛሢఒြඔଢਸ਼၂ٚ૫္߶۳ଽളஇջটऍն֥৯bູਔ֥ᄹࡆ,൧ӆॢࡗ֥ঔն,இૡ؇ᄹӉᇯࡶࡆധೆਔࢳᇕಕ֥இࢲܒ,ॖၛϜஇૡ؇ᄜ༥ॹ,ࣉೆࡆ௹;ط֒ղ֞၂קૡ؇,இࣩᆚ٤ӈٳӮਆ۱ᆷѓ:ଽളྟஇૡ؇აຓჷྟஇૡࠗਛ,҆ٳ߶Фวԛअ,ᄹӉࡨߏ,ࣉೆ໗௹;؇,ѩؽᆀႋЌӻ၂ק֥б২,ೂݔб২ݖ֮,ႮႿളթ༯ট֥இၘྙӮҵљႪ൝,ିܔ॥ᇅ၂߶ᇗཤଽളྟஇ֥ؿᅚ,ջটࠢಕ۴ᆱྟ҆ٳ൧ӆሧჷ,ᄝၘႵஇࠪ༯,ྍஇ္ޓ֥ಌാ,طݖۚᄵّ႘ਔӁြࠢಕಌكؓ٤ЧҬቀ,இඔਈཌྷؓ໗ק,இૡ؇࣍ႿЎބbఒြ֥་ႄ৯,ೂࣉೆуৈۚaಌഒष٢֥ದ໓ߌ()இള໊აྛູؓҦ,֩ॖି߶ႮႿಌഒაఃთႪྮනམa໓߄இ൞ࠎႿཨٮᆀླॢࡗ֥षؿބ০Ⴈ,118
இള໊ࣼ൞၂۱இ෮ᅝऌ֥ॢࡗ໊ᇂބሧࡗ,இᇕಕᆭࡗ࠻ႵٳႻႵᇗן,ࣩᆚაކቔჷ০Ⴈሑ,ႮႿՖ۱ุ֞ᇕಕթᄝള໊აܱ༢бࢠگᄖ,ᄝஇѰᒮᇏ,ೂݔऊࢊஇᅞྛູ࿊ᄴ໙,ีЧ໓ٳљՖਆ۱ҪՑটฐษஇ౼֤ࣩᆚႪ൝,ᄵھࠢಕ߶ཟ܂ႋ৽ຩဆ߄,ള໊აྛູؓҦ໙ีbೂݔ๙ݖభཟࠇުཟᆜކ֥ٗ߄இᅞᅝऌ1.企业品牌生态位与行为对策൧ӆႪ൝,ᄵھࠢಕ߶ཟӁࣩᆚຩဆ߄,ၹՎஇള໊൞ఒြൌീஇᅞ֥ނྏ,ᆺஇ֥ྛູაҦ൞҂ಒק֥bႵק໊ౢ༉,Ҍିᄝཨٮᆀྏଢᇏ఼߄இ۱ྟ,ࣉط႕ཙఃཨٮྛູbᄝሱಖࢸ֥Ӊ௹ࣉ߄ᇏ,aஇ֥ಕઋളളྙӮਔਆᇕൡႋྟ֥ളؓҦ:RؓҦაKؓҦbაՎཌྷර,ູਔႋؓഅြࣩᆚ,ఒြ߶۴ऌஇಕઋ൞Ӂြࠢಕᇏ෮Ⴕཌྷܱஇ֥ࠢކሱ֥࠭ࣜႏaؿᅚᅞaေᇂಒקሱ֥࠭,ุ൞ऎႵࢲܒྟ֥ࠢކֆჭbᄝቆӮaॢࡗࢲܒࠎЧᅞ:ֆஇࠇ؟இbభᆀཌྷ֒ႿKؓაဆ߄֩ٚ૫ऎႵ၂ུбᇕಕඣ۷ۚҪՑ֥Ҧ,၂ϮൡႋႿॖყҩ֥໗ק֥ߌ,іགྷູ۱ุಕุหᆘbնaؿტતa൰ଁӉaթࠃੱۚ֩;ުᆀཌྷ֒ႿRؓҦ,іགྷູۚളტ৯,ࠧૄᇕӁႵሱ֥࠭(၂)ॢࡗࢲܒॢࡗࢲܒ൞இಕઋ֥ቆᆮྙ,҂֥Ӂஇ,ॹؿტa۱ุཬa൰ଁ؋֩bߎႵ၂ᇕ൞֒ࣂФնఒြܼٗҐႨ֥ֆஇ༯֥؟Ӂஇᅞြࠢಕބ၂Ӂြࠢಕᄝ҂֥ؿᅚࢨ؍,இಕઋ֥ॢࡗࢲܒҵၳޓնbၛӁြࡎᆴ৽ູᇠ,,ࠧࡅቂൔ֥இᅞ,ವކਔؽᆀ֥۲ሱႪ൝,ᄝӵఒြ֥ᆜุބൎሧჷ֥ൈ,Ⴛᅶܤ۴ऌஇٳ҃ྙൔॖၛ݂ବԛᇕࠎЧॢࡗࢲਔರၭ༥ٳ߄֥൧ӆေ,ࠎЧଆൔ൞ܒ:Ա৳aѩ৳ބگކൔb:ఒြӫԱ৳ࢲܒ෮ؓႋӁြࠢಕ֥Ӂြ৽бࢠӉ,(ڳஇ)+Ӂஇ(ሰஇ)ӫ[2]b൞۴ऌఃුؓའ֥ҧᇗׄ,ૌಪູ൞ఒြஇૄ۱ߌࢫᆺႵ၂۱இ,ೂݔၩߌࢫԛགྷ໙ط٤Ӂஇ,ၹູෛሢඌބ൧ӆ֥э߄,აห,ีᄵᆜ۱ࢲܒФߊ,ၹՎᆃᇕӁြࠢಕ֥ົ༢קӁཌྷ৳༢֥ሰஇॖିФว,൞ఒြླေӮჴࡗႵޓ఼֥ಪۋbѩ৳ࢲܒᇏ֥இஇ֥ނྏࡎᆴಏ҂؎Ӧaࠒ,ఒြྙའ္֤ၛۚ؇ࠢᇏᄝࡎᆴ৽֥ଖ၂ߌࢫ,இള໊҆ٳ҂؎پڶaປ,ၹՎ,ૌಯϜ݂োູఒြࠇປಆᇗן,֒ሧჷ؋ಌࣉطࣩᆚࡆखൈ,ࠇᆀ๙இݖᇕಕٳ߄Ӂളห߄இሰᇕಕົӻჰሑ,ࠇ,ՖᅞҪ૫ഈ,ुಯඋႿֆஇᅞbᆃਆᇕᅞѩႪਜᆭٳ,Ӯۿ֥ܱᄝႿധख़Ϝԛᆀཟਸ਼ຓਆᇕࢲܒྙൔᆭ၂ဆ߄bگކൔࢲܒ֥Ӂြหᆘࠣఃؿᅚ൝,Ⴟᆜކఒြଽຓሧჷॖौྟቋ,ۚ൞இҪՑ߄a؟ဢ߄֥іགྷ,Ⴕࢠ,ࠒࠞषᅚஇԷྍbַ֥ۚპ൧ӆڄགି৯b2இಕઋࢲܒ֥ྙӮაဆ߄൳ᇅႿ؟ᇕၹ.品牌种群生态位与行为对策Ӂြࠢಕᇏ֥ླॢࡗӯҪՑ߄a؟ဢ߄,Ч໓ࣇؓӁြหᆘaთ໓߄aࣩᆚaॢࡗၳᇉ,Ӂြٳ۽՜ࣉਔᇕಕٳ,၂۱ປ֥܂ႋ৽ຩྟaۄಠ֩ࠫ۱ေࡆၛٳ༅ބ࣮b,இᇕಕ֥ള໊൞ޓഒᇗן,֥ೂתᑄ֥ITᇅ1.产业特征ᄯࠢಕӁြหᆘᆰࢤथקӁြଽఒြࡗ֥ളӁაቆ,ӁऎႵҀིႋ,இᇕಕᆭࡗᇶေ൞ކቔ০֥ܱ༢,ࣩᆚᇶေᄝ၂ᇕಕଽ҆ᅚषᆮٚൔaࡎᆴੀٚൔ,ࣉط႕ཙஇ֥ളӉބؿ;طӁࣩᆚຩ,இᇕಕള໊൞ۚ؇ᇗן֥,ტݖӱ,ၹՎӁြหᆘ൞၂۱ࢠ఼֥ཋᇅྟၹሰbູਔх૧ࠗਛ֥ࣩᆚ,ૌсྶؿᅚྍ֥இሰೂచӚӁြؓሧࣁඌေࢠۚ,Ⴕࢠ֥۬൧ᇕಕ,ط॓࿐ඌ֥ؿᅚaളӁ۽ၜඣ֥ิۚၛӆሙೆᇅ؇,ૌ֥இಕઋ၂Ϯіགྷູѩ৳ൔࠣཨٮܴ֥э߄္ູྍஇሰᇕಕ֥֏ളิ܂ࢲܒ,طসૡ֥ࠢऎӁြ,ࣉೆࡪࢠ,֮ਔ่ࡱ,ೂڍศՌ,ଢభၘࣜྙӮଲሌࡹᇽศՌՖჰҋਘaڣᇹҋਘ֞ऎࡆ۽Ⴕᇙ؟֥இ,ބെຖၜඌศՌਆնሰᇕಕbߎႵ၂ུٳ۽҂മࣼႵ০ႿྙӮگކൔ֥இಕઋbؿղഉԩႿဆ߄ᆭᇏ֥ӁြࠢಕᄵࢺႿؽᆀᆭ2.区域文化119
თ໓߄ބఒြࡅࣚപ൞இ֥ೈള,Nஇࡹഡቔູ၂ཛӉჹ֥ӻ࿃ྟᅞሧ,ఒြࡅQ= MiWi(4)i=1֥ငܻᆰࢤ႕ཙஇ֥ଁᄎ,طఒြࡅᅞ֥ྙi=1L5,Mi൞Ӂြࠢಕᇏֻiஇ֥֩ࠩӮა്љႻ൞۴ᆱႿֹٚ໓߄ᆭᇏ֥,Ⴑೂ႕ཙஇඔਈ,Wiֻູiஇ֥֩ࠩಃඔb၂۱ֹളٳ֥҃గީหᆘ,თ໓߄ؓஇӁြࠢಕᇏ۲இ֥ࡎᆴਈ൞҂,֥ႮႿಕઋ֥ॢࡗࢲܒ֥႕ཙ္൞ཌྷ֒ധჹ֥இࡎᆴ֥ޙਈඋႿྙሧӁ֥ܙაקࡎ໙,ᆃࣼࢳਔູહ၂۱Ӂြ҂ݓࡅࠇֹ֥ࠢಕ,ีଢభഉ܄ಪ֥ޙਈѓሙ,ၹՎູਔьႿٳ༅,ఃஇಕઋࢲܒҵљޓնbೂڍ֥ศՌӁြࠢބ࣮,Ч໓۴ऌஇ෮ࠆუٳ5۱֩ࠩ,ݓ࠽ಕ֥இಕઋࢲܒіགྷູѩ৳ൔ,طӖᇜ֥ศՌᆩஇ(i=1),ࣉೆൗࢸஇஆྛϼTOP100Ӂြࠢಕ֥இಕઋᄵіགྷູگކൔb֥aᇏݓᇷஇࠇݓࡅԀഅѓ(i=2),സᇷஇ(i=3),ֹ൧ࠩᇷஇ(i=4),Ӂഅѓ(i3.竞争ࠢಕଽఒြ૫ؓ૫֥ࠗਛࣩᆚ=5)bஇ֩ࠩ҂,ఃಃඔཌྷҵޓն,ູՎ๙,҂؎႕ཙބڿэሢఒြ֥ࣜႏ,இള္໊ᄝ҂؎ֹݖטҰ໙ज,০Ⴈ؎इᆔم,ܒᄯಃᇗбइᆔѩטᆜaٳაᇂߐ,֤இಕઋ֥ॢࡗࢲܒႮ৽؎इᆔ֥ཌྷಸ,ྟቋު࠹ෘԛ۲ҪՑஇ֥ಃ֞ຩaႮຩ֞ຩӯགྷ֥٤৵࿃ྟ֥э߄,ॖၛඔᆴ,W=(0 59,0 22,0 11,0 05,0 03)bࢲݔඪࣩᆚ൞இಕઋဆ߄֥ቋն৯টჷbཁൕ,ݓ࠽ᆩஇ֥ಃඔ൞ݓࡅᇷஇ֥2 7Пaസᇷஇ֥П,ཌྷؓӁഅѓۚղ204.消费空间的异质性Ӂሹ൞ູਔડቀཨٮᆀི֥Ⴈ,҂֥ཨПb()ླྀࣉ߄ٮᆀႵ҂֥ཨٮொݺ,ૌॖၛᆃဢࡌഡ,ཨٮള࿐ᇏ֥ླྀࣉ߄൞၂۱ᇕ֥ྟሑቔູ֥ၳᇉྟᄀ,ۚᄵஇҪՑࣼᄀپڶ,இಕઋࢲؓਸ਼၂۱ᇕྟሑّ֥ႋطࣉ߄,طު၂۱ᇕܒ္ࣼᄀگᄖbજक़غ!ѯหᄝఃᇷ֥ݓࡅࣩ֥ᆃ၂ྟሑЧദႻ൞ቔູؓభ၂ᇕّ֥ႋطࣉᆚႪ൝ቇെଆᇏ,ᄻิԛླ่ࡱ൞4۱ࡏܒ߄,இಕઋ֥ླྀࣉ߄ᇶေّ႘ᄝᇕಕଽaᇕಕၹᆭ၂,Ⴕࣜဒa߶็ั֥ܓઙᆀିܔ՜ࣉӌഅࡗ֥இࣩᆚაླྀቔbႮႿӁြหᆘaᇅ؇ߌa҂؎Էྍaิۚఒြࣩᆚ৯[3](P119)bဢ,ᆃུ༵ሧჷጋڮ֥֩ҵၳ,҂இಕઋࣉ߄֥ٚཟაࣉྟ֥ཨٮᆀսіିܔᄹࡆཨٮॢࡗ֥ၳᇉྟ,؇Ⴕ෮љb၂Ϯটඪ,ଽჷӁြࠢಕ֥ဆஇॢࡗࢲܒ֥ဆ߄[2]b߄؇ࢠત,طຓჷ֥ࢠॹ,భᆀՖ֞ႵaՖ5.外部力量的干扰ཬ֞նaႮ৽֞ຩaՖ֞Ⴕླေ၂۱ࠒӦંଽჷߎ൞ຓჷӁြࠢಕ,൝৯ྦި֥ളӉݖӱ,၂֊ྙӮᄵھಕઋऎႵਅݺ֥֥ॴݓ܄ඳེջఃႪ൝இథೆࠇథԛ၂۱Ӂြ໗ࡲ;ྟުᆀ൞Ⴎຓֹஇೆaקंaَᆲaঔᅦࠢಕൈ,߶ؓЧֹ֥இಕઋࢲܒӁളᇗն႕ؿᅚఏট,֥၂֊ଖ۱ᇷݓ࠽இᄝଖთࡹཙ,၂ུஇ߶֎߄ၛᇀཨാ,၂ུஇ္߶ᄝࢲ৫ളӁࠇؿࠎ,ֹᄵཌྷܱส֥Ӂြஇ߶ܒྟ߫گᇏФ఼߄b۵ࣉ,ၹՎ,ࣜݖ؋ᄠ֥ൡႋ,இಕઋࣼॖၛ(ؽ)ඔਈหᆘྙӮbູਔьႿࢹᇹඔਈٳ༅ٚم࣮இಕઋࢲܒ,Ч໓ิԛਆ۱ࠎЧ֥ඔਈหᆘbඹaӁြࠢಕ֥இള༢1.品牌链长度இ৽Ӊ؇൞Ӂြࠢಕᇏஇᇕಕ֥۱ඔ؟இಕઋࠣఃᆦӻྟߌܒӮਔӁြࠢಕ֥ഒ,ّ႘ਔӁြࡎᆴ৽ഈஇٳ҃౦ঃ,Ӂြ৽இള༢,இള༢൞၂۱Ⴕൈॢۀ,ᄀӉ,ٳ۽ᄀ༥,ᄵஇ৽ᄀӉb๙ݖбࢠ၂ӁႮ؟ေa؟эਈܒӮ֥گᄖ༢,ط҂эਈြ҂ݓࡅࠇֹ֥ࠢಕஇ৽Ӊ؇ࣼॖၛਔࢳࠣః҂֥ቆކႻܒӮਔޓ؟༢bՖ༢֥۲ࠢಕඣࢲܒ֥ࠎЧ౦ঃbࠎЧӮٳaࢲܒބྛູԛؿ,ૌ܍ীԛ၂۱ࠎЧ2.品牌群强度֥இള༢ଆ,ᇶေЇওஇളӁ༢a120
இཨٮ༢ބஇᆦӻྟ༢ն҆ٳ(ೂགྷު֥ႵྙބྙሧӁّঌ֞இളӁ,ົӻѩ1)bᄹ఼இളӁି৯,ਸ਼၂ٚ૫,இིႋॖၛ་ႄ གྷս൧ӆ่ࡱ༯֥അြࣩᆚ൞ष٢ྟ֥,۷؟֥ຓ҆ေൻೆ֞இള༢ᇏ,Ⴕ০Ⴟஇള༢္ླေՖຓࢸജೆᇉބିਈ,ᄝஇള༢֥ਅྟ࿖ߌbሧࣁބದҌٚ૫,ຓ҆ေ൧ӆູஇ༢ิ܂ൈޅള༢Ⴕੀ֥թᄝ,οᅶࠉধਔᇗေᆦӻ,ᆺႵ֒ڵ᧦ቀܔ఼,༢Ҍି๙ݖሱؓگᄖൡႋྟ༢ᇏੀ֥קၬ,ੀ൞ࢫׄ๙ݖ৵ؿ֥ؓӫྟಌႮࣉೆႵ֥ݻࢲܒሑࢤᆀࣉྛ֥ሧჷੀ,ෛሢൈࡗ֥ੀ൜ބࣜဒ֥,ѩ༢֥ष٢ྟაҪՑྟऎႵૡ్ܱ༢,षࠒ,ੀࠣຩ߶ّ႘ԛэၞൡႋ,ྟၧࠧջႵႵ٢؇ᄀ,ۚ༢֥ҪՑࢲܒ߶ᄀگᄖ,ၹՎຓ҆ေၭѓ്֥ᇶุ߶ঔն,طջႵ҂ਅѓ്֥ᇶุ߶൧ӆႵ০Ⴟஇള༢֥ൡႋྟࣉ߄b๔ᆸളթ[4](P45)bᄝஇള༢ᇏੀ֥թᄝᇶေႵᇕྙൔ:(1)இྐ༏ੀbοᅶஇ֥၂Ϯקၬ,இЧദࣼ൞၂۱ྐ༏ሸކุ,Їওਔྙa໓ሳaۋ൳aམའaุဒ֩၂༢ਙ۱ྟ߄֥૭ඍ,ᄝӁြࠢಕᇏ,இྐ༏֥ܼѬაԮ־ൈ҂Ⴕaԩ҂ᄝb(2)இᇕੀbࠢಕᇏஇ۱ุ҂൞၂Ӯ҂э,֥ॖିᄹࡆaథ၍ࠇཨວ,ᆃ൞၂۱ᆞӈ֥ളଁݖӱb(3)இࡎᆴੀbંࠢಕஇߎ൞இ۱ุ,ᄝᆜ۱ളଁᇛ௹ଽ,இࡎᆴ߶ؿള၂ק֥э,֒இ֥ᆩ؇aૅუ؇ބᇑӴ؇ഈശൈ,இࡎᆴᄹࡆ,֒༯ࢆൈ,இࡎᆴࡨഒbሸഈ,ϜӁြࠢಕᇏ֥இ൪ቔ၂۱ള༢,၂ٚ૫Ⴕ০Ⴟᆟکၛ༢ྟනົνஆބൌീֹ֥இᆟҦ,՜ࣉஇ༢֥ࡲूބॖӻ࿃图1 产业集群的品牌生态系统ྟؿᅚ;ਸ਼၂ٚ૫,Ⴕ০Ⴟఒြࡹ৫ಆअܴ,х૧ذྟࣩᆚ,՜ࣉఒြղӮ܋ള܋႓֥ᅞ܋്b ֹ֥ሱಖሧჷa໓߄a܄܋ࠎԤഡീაڛༀၛࠣࠎႿఃഈ֥ඌԷྍ༢aᇅ؇Էྍ༢aഠ߶ຩ֩ܒӮਔஇᆦӻྟ༢bෛሢ৳ຩaaσ২࣮∀∀∀ിऎ֥ࢌ๙a๙֥ؿᅚ,ሱಖሧჷ҂नޙؓஇؿᅚ֥இགྷሑაࡲूᇅჿྟቔႨರࡶັ,طمੰaᇅ؇a໓߄a॓aԷྍනམ֩ೈྟ༢֥ᆦӻቔႨᄀটᄀԛ ၇ກிਣۖϏֹ֥ჸႪ൝,ᄝᆟکཌྷܱᆟҦ,෮ၛ֥ࠣൈړӻ༯,ിᆓՖთཬ൧ӆቓఏ,ҐႨն,၂۱ਅݺ֥இᆦӻྟ༢ႋູஇളӁ༢ิ܂෮сླ֥ᇅ؇Ќᅰbࣉնԛ֥ᇉ࿖ߌٚൔ,Ⴎ࿊ਘࡆ۽ᇯࡶሼഈԷᄝஇളӁ༢,ၛᇶ֝Ӂြ֥ࡎᆴ৽ູᇏࡹሱᇶஇ֥֡ਫ਼bଢభ,ിᆓၘࣜྙӮਔݓྏᇠଽቋऎܿଆ֥ऎӁြ৽,ᄝ115ٚ܄ଽऊ,ٳ҃ሢ۱இಕ,இಕࡗ֥ཌྷቔႨᇶေุགྷᄝਆٚ૫,၂ٚ૫ေ๙ݖଽ҆ေ൧ӆބࠢሢ4000؟ࡅऎ۪ࠣჰڣҋਘളӁaࣜཧ֥Ӂ൧ӆؿളᇉაିਈ֥ࢌߐ,၂ٚ૫ཌྷࣩఒြބഅ௫,Ֆြದჴ7ຣჅದ,൞ಆݓቋն֥ᆚაླྀቔ,ࣉྛ༢ྟ࿐༝bऎളӁᇏྏބऎჰڣҋਘӁཧᇏྏbႮႿിஇളӁླေཨݻሧࣁაস৯,ളӁ֥ࢲᆓѩ҂ളӁಸၞႄؿಙ֥۪૫ਘ,ఃཌྷܱݔࣼ൞ିܔФཨٮᆀಪॖ֥aડቀ౦ۋླေ֥สӁြ,ೂཬࣁaෑਘࡆ۽ြaಙᆜြaႆஇ,இཨٮ൞இള༢ൌགྷྍӧս֥྆ᇗြa߄۽ြ֩ܿଆ္бࢠཬ,இᇶေࠢᇏᄝऎေߌࢫ,၂ٚ૫ຓ҆ཨٮ൧ӆॖၛϜஇࡎᆴൌࡆ۽ြ,ၹՎஇ֥ॢࡗࢲܒ൞ѩ৳ൔ,֥ࠗਛ֥121
൧ӆࣩᆚ֤ऎஇᇕಕ༯စളਔᇙ؟ሰஇᇷஇᇏ,ിᆓᅝႵ4۱: తረގ a Кࠞᇕಕ,ೂ੪ྛདa੪ྛտ,ྨ༽Ї(ުМЇaҧМྦྷ a ਫ਼ղන a ຯ bᄎႨభ໓ᇏ֥ಃඔ࠹ෘЇa൭ิտaᄎఖऎ(տ)),Ї,܄໓Ї(ଷఃஇಕ఼؇ჿູ%,ཌྷбଢభݓଽఃбտa࠹ෘࠏМЇ),୯ႨЇ(ഈϫႨaတ߶Ⴈ),ࡱࢠն֥ऎࠢಕ,ೂފКϢདЇളӁࠎֹaധᎪ(ࡃaோࡃa൭ࠏջaջ),֩֩bЧ໓ቔᆀ֥ऎӁြࠢಕބݚୡ֥۪Ӭ֩,ఃஇಕ఼๙ݖሼ٠aቖซa໙जטҰ֩؟ᇕٚൔਔࢳി؇Ⴕ၂ק֥Ⴊ൝bऎ֥இሑঃ,ႋႨഈ໓ิԛ֥ඔਈٳ༅ᆷѓ,ؓ()இ༢֥ࡲू໙ีിऎӁြࠢಕ֥இགྷሑაࡲू໙ีቓࡥֆဗࡹ઼ᄻ০ႨGEMଆՖᆜุؓിऎฐษb֥Ӂြࠢಕࣩᆚ৯ቔԛਔग़ܴࡎ,ಪູఃݓଽ(၂)ऎࡆ۽இᇕಕ֥ඔਈหᆘٳ༅൧ӆࣩᆚ৯ޓ఼,Էྍି৯҂ቀ[5]bЧ໓Ֆ1.品牌密度இള༢֥࢘؇ࣉ၂҄ᆷԛ,ఃஇಕઋ֥ҪᄝФ࠹֥840ࡅऎaདЇӌᇏ,ࢩᇀՑбࢠࡥֆ,இࡗླྀቔି৯Ⴕրิۚ,இಕ఼2004୍܋Ⴕ45۱இ,ݓຓ8۱,ݓଽ37۱,ଽ؇ෙಖਵ༵Ⴟݓଽఃऎࠢಕ,൞აၩն০aളྟஇбੱູ%,ॉ੮֞ऎӁြൈഉྟمݓ֩ऎ఼ݓཌྷб,ҵएٳૼཁ,ֆࣼऎࡆ఼,Ӂҵၳ؇ࢠն,ിऎ֥இбੱொ֮b۽ᆃ၂இᇕಕ,இૡ؇ொ,֮இࠢᇏ؇္Ⴕ2.品牌集中度րิۚbᄝטҰᇏ,ૌؿགྷ,ෙಖյᄯሱᇶஇ2003୍ിᆓ۪ऎᇅᇅᄯြಆ୍ൌၘӮູᇙ؟ఒြᇶ֥܋്,֞ଢభູᆸ,ᆇᆞӮགྷӁᆴ45ၡჭ,ఃᇏܿଆၛഈ֥ఒြሹӁᆴູۿ֥ಏູඔ҂؟b၂۱Ӯۿஇ֥ᄎቔླေӻ࿃ၡჭ,ᅝಆᆓ֥%,భ5۱ఒြ֥ཧ൲֥ܼۡೆބህြದҌ֥ᆦӻ,ᆃؓ၂Ϯᇏཬఒ൬ೆᅝಆᆓ۪ऎྛြ֥18%,భ5۱இఒြটඪ൞҂གྷൌ,֥ႮႿሧࣁ؋ಌ,ህြႏཧದҌြ֥ཧ൲൬ೆᅝಆᆓ۪ऎྛြ֥12%,Ӂြಌك,Էࡹሱᇶஇ֥ఒြીႵቀܔ֥רֆބग़ࠢᇏ؇ૼཁۚႿஇࠢᇏ؇,ᆃ൞ႮႿ҆ٳܿଆটᆦӻఃӻ࿃֥இࡹഡ,ૌࣉਆ,ۋ֞ࢠն֥ऎӌഅҐႨ์இളӁٚൔູݓຓஇ࿊இࡹഡ ٮ৯҂ษݺ ,Ⴟ൞҂ᄜٮࣚ৯Էࡹਘࡆ۽bሱᇶஇ,ᆺေିሉ౼ࡆ۽ٮࣼྏડၩቀbၹՎ,3.内外品牌的平均价值比இᆦӻྟ༢֥ࡹഡཁ֤Ⴍູ௧,్бೂᄝᇏૌ౼֩ॻൔބᇉਈ֥ऎӁ,࠹ෘଽཬఒြವሧ౻֡ࡹഡٚ૫aඌ৳ૐԷྍބఒြളྟஇބຓჷྟஇ֥नࡎ,۬ᄜ࠹ෘनࡅࣚപტٚ૫,ᆟکaྛြླྀ߶ႋھᄝࢹఃࡎ֥۬Пඔ,֤֞ിऎ֥ଽຓஇ֥नࡎӁြಕؿᅚࣜဒ֥ࠎԤഈ,ࠒ࣮ࠞႋؓծീ,ᆴбჿູ1#6,ॖაݓ࠽նஇཌྷб,ݓଽஇЌఒြࡹഡሱᇶஇ֥ࠒࠞ,ྟஇᇕಕa֥ၮࡎି৯ߎཌྷ֒bஇಕઋބᆜ۱இ༢֥ؿტაປb(ؽ)இಕઋ֥ඔਈหᆘٳ༅1.品牌链长度[ҕ ॉ ໓ ང]ᄝിᆓ,۪૫ਘᇶေՖຓֹᄎൻݖট,[1] ۥڂ.གྷսള࿐[M].Кࣘ:॓࿐ԛϱഠ,2002.Чֹٳ҃ሢ၂ུ١ᆮ༸ົӌ,ളӁ۲ᇕቓЇ֥҃[2] ᇒࡲڏ.ࡅቂஇҦ[EB/OL].http:∃ ਘ,ऎӁ֥ཧ൲ᄵᇶေ൞ӌࡅᆰࢤᄝऎ જक़غ!ѯห.ݓࡅࣩᆚႪ൝[M].Кࣘ:༱ԛϱஇ৽Ӊ؇ູ2bഠ,2002.[4] ჿݩ!ࠉধᇷ.ᇛཫତ,ݢၲ.ႅᇇ∀∀∀ൡႋྟ2.品牌群强度ࢩᇀଢభ,Ԣਔऎࡆ۽ြຓ,ിᆓߎીႵᄯࣼگᄖྟ[M].ഈݚ:ഈݚ॓ԛϱഠ,2000.ྙӮᆇᆞၩၬഈ֥ڣᇹӁြބᆦӻӁြஇಕ[5] ဗࡹ઼,ဗ࣡.ࡎఒြࠢಕࣩᆚ৯֥ଆࠣఃႋႨ[J].॓࿐࿐ა॓࿐ඌܵ,2003,(9).ઋ,طᆜ۱ऎࡆ۽ྛြ္ીႵಆݓྟԛ֥இ,ݓ࠽նஇӉ௹؎ሢ֖ۚऎ൧ӆb2003%ᄳщࠠ:ྸზধ&୍ᄝܼתസ۪ऎླྀ߶൱Ⴭ֥20۱۪ऎ122
AStudyofBrandEcosystemofIndustrialClusterHUANGXi zhong,YANGJian mei(CollegeofBusinessManagement,SouthChinaUniversityofTechnology,Guangzhou510640,China)Abstract: Industrialclusterisnotonlythatconglomerateofmanyrelatedenterprisesgeographically,,levolvingoveraperiodoftime,brandsoftheindustrialclusterwouldgradual lybuildacomplicatedbrandsystemfromindividualtocommunity,andbecausebrandhastheanalogousbiologicalcharacter,wemaystudythebrandsystemofindustrialclusterbydintofecologicaltheory,andfurther,,whichincludethegrouplevelandthecommunityone,,thisarticle,takingShiLingleatherasacase,: industrialcluster;brand;ecologyStrategicCo operationoftheManufacturingIndustriesBetweenGuangdongandHongKongintheNewHistoricalPeriodMAOYan hua(CenterforStudiesofHongKong,MacaoandPearlRiverDelta,SunYat senUniversity,Guangzhou510275)Abstract: TheissuesofbothGuangdong HongKongco operationandcompetitionsinmanufacturingindustriesinthegreaterPearlRiverDeltainrecentyearsaredrawingmoreandmoreattentionfrompeopleconcernedunderthebackgroundoftheeconom turingindustries,itisputforwardthatGuangdongandHongKongshouldsetupstrategiccooperativerelations,includingthetra ditionalindustrialreform, : GreaterPearlRiverDelta;Guangdong HongKongco operation;manufacturingIndustry;industrydivision;strate gicco operation;CEPAInfluencingFactorsofAcquisitionPerformance∀∀∀AStudyBasedonIntegrationProcessAcquisitionCasesInvolvingFirmsinGuangdongasExamplesSONGYun(SchoolofBusiness,SunYat senUniversity,Guangzhou510275)Abstract: ,,thebusinessintegrationandtheemployees∋: integrationprocess;acquisitionperformance;influencingfactorsAnAnalysisonCompetitiveAdvantageofStrategiesofFinancialActivityandFinancialRelationsZENGFan ying,WUZhong xin(SchoolofBusinessAdministration,UniversityofOverseasChinese,Quanzhou,362021;SchoolofAccounting,HumanUniversity,Changsha,410082)Abstract: Byanalyzingtheconceptoffinancialstrategy,∋svalue chaintheory,itconstructsthecost ,itexpoundstheinfluenceofstrat : strategyoffinancialactivity;strategyoffinancialrelations;competitiveadvantage;value chain144
