区域品牌伞运用策略研究
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摘要
面对日益激烈的市场竞争环境,区域中小企业发展由营销转向品牌化运作。具有自然条件优势和产业优势的某些地区发展品牌化经营已取得良好的效果,而某些国内区域品牌发展势头良好,但是相比国际区域品牌,其品牌资产相去甚远。中国区域中小企业众多,单个企业不具备应对市场竞争的能力,将区域品牌伞化是庇护和提携中小企业的重要策略之一。
2005年,赣南脐橙成为国家农业部认可的地理保护标志,藉此赣州市政府提出一系列种植、营销发展计划,明确提出将赣南脐橙建设成可以与“新奇士”想媲美的脐橙品牌。然而,由于经营时间短,对营销和品牌管理的认识不足,资金有限等原因,“赣南脐橙”这一区域品牌仍停留在品牌发展初级阶段。“赣南脐橙”要想取得长足的发展,必须解决其在品牌化之路上存在的问题,提升品牌竞争力,充分发挥区域品牌伞效应。
本文以区域品牌、品牌伞理论、战略品牌管理等理论为研究基础,研究区域品牌伞的创建和管理框架,以“赣南脐橙”区域品牌伞为实例,为“赣南脐橙”制定一套区域品牌伞完善和管理策略。笔者首先借鉴区域品牌管理、公司管理方法,提出区域品牌伞形成路径、区域品牌伞创建及区域品牌伞管理模型。其次,分析了“新奇士”脐橙品牌的经营运作模式及“赣南脐橙”品牌伞现状,指出“赣南脐橙”品牌伞存在的问题。再次,针对“赣南脐橙”品牌伞存在的问题,制定品牌伞的创建和管理策略。
To confront the increasingly fierce competition environment of the market, EMs of district turn the sight of marketing to branding operation. Some places of natural advantages and industrial advantages make use of branding places have already got superior effects. Many place brands are well developing, however, compare with international place brands, having much less brand equity. In China, there are lots of EMs, anyone of them can’t afford to face competition, therefore, place branding would be an important strategy to protect and improve them.
In the year of 2005, Gannan Navel Orange was considered as an Protection of Original and Geographical Designation by the National Agriculture Department of China. Then, government of Ganzhou have made a set of planting and marketing plans of Gannan Navel Orange, and clearly suggest to construct Gannan Navel Orange to be a superior brand as“Sunkist”. However, as a result of short time, lack of knowledge of marketing and brand management, short of money and so on. The place brand“Gannan Navel Orange”is still at the stage of beginning of brand development process. To make long blossom,“Gannan Navel Orange”has to overcome problems in the way of branding, evaluate competition ability and express the place umbrella branding effects.
The paper takes the Place Brand, Brand Umbrella and Strategic Brand Management as theory basis, to analysis the building and management of Place Brand Umbrella, take“Gannan Navel Orange”as an example to draw up consummation and management strategies of“Gannan Navel Orange”Umbrella brand. Firstly, on the basis of Place Brand Management, Corporate Brand Management, the author proposes the approaches, construction and management model of Place Brand Umbrella. Secondly, analyzing operation pattern of“Sunkist”and the current situation of“Gannan Navel Orange”Umbrella brand, and pointing out the problems. Thirdly, make the tactic plans of construction and management to deal with the problems in“Gannan Navel Orange”Umbrella branding.
2005年,赣南脐橙成为国家农业部认可的地理保护标志,藉此赣州市政府提出一系列种植、营销发展计划,明确提出将赣南脐橙建设成可以与“新奇士”想媲美的脐橙品牌。然而,由于经营时间短,对营销和品牌管理的认识不足,资金有限等原因,“赣南脐橙”这一区域品牌仍停留在品牌发展初级阶段。“赣南脐橙”要想取得长足的发展,必须解决其在品牌化之路上存在的问题,提升品牌竞争力,充分发挥区域品牌伞效应。
本文以区域品牌、品牌伞理论、战略品牌管理等理论为研究基础,研究区域品牌伞的创建和管理框架,以“赣南脐橙”区域品牌伞为实例,为“赣南脐橙”制定一套区域品牌伞完善和管理策略。笔者首先借鉴区域品牌管理、公司管理方法,提出区域品牌伞形成路径、区域品牌伞创建及区域品牌伞管理模型。其次,分析了“新奇士”脐橙品牌的经营运作模式及“赣南脐橙”品牌伞现状,指出“赣南脐橙”品牌伞存在的问题。再次,针对“赣南脐橙”品牌伞存在的问题,制定品牌伞的创建和管理策略。
To confront the increasingly fierce competition environment of the market, EMs of district turn the sight of marketing to branding operation. Some places of natural advantages and industrial advantages make use of branding places have already got superior effects. Many place brands are well developing, however, compare with international place brands, having much less brand equity. In China, there are lots of EMs, anyone of them can’t afford to face competition, therefore, place branding would be an important strategy to protect and improve them.
In the year of 2005, Gannan Navel Orange was considered as an Protection of Original and Geographical Designation by the National Agriculture Department of China. Then, government of Ganzhou have made a set of planting and marketing plans of Gannan Navel Orange, and clearly suggest to construct Gannan Navel Orange to be a superior brand as“Sunkist”. However, as a result of short time, lack of knowledge of marketing and brand management, short of money and so on. The place brand“Gannan Navel Orange”is still at the stage of beginning of brand development process. To make long blossom,“Gannan Navel Orange”has to overcome problems in the way of branding, evaluate competition ability and express the place umbrella branding effects.
The paper takes the Place Brand, Brand Umbrella and Strategic Brand Management as theory basis, to analysis the building and management of Place Brand Umbrella, take“Gannan Navel Orange”as an example to draw up consummation and management strategies of“Gannan Navel Orange”Umbrella brand. Firstly, on the basis of Place Brand Management, Corporate Brand Management, the author proposes the approaches, construction and management model of Place Brand Umbrella. Secondly, analyzing operation pattern of“Sunkist”and the current situation of“Gannan Navel Orange”Umbrella brand, and pointing out the problems. Thirdly, make the tactic plans of construction and management to deal with the problems in“Gannan Navel Orange”Umbrella branding.
引文
[1]Mihalis Kavaratzis. Place Branding: A Review of Trends and Conceptual Models[J].The Marketing Review .2005(5):329-342.
[2]Mihalis Kavaratzis. Place Branding: A Review of Trends and Conceptual Models[J].The Marketing Review.2005(5):329-342.
[3]Graham Hankinson, Managing destination brands: establishing a theoretical foundation [J].Journal of Marketing Management.2009, 25(1/2):97-115.
[4]Graham Hankinson. Managing destination brands: establishing a theoretical foundation[J].Journal of Marketing Management.2009,25(1/2):97-115.
[5]信息来源:赣州市果业局
1.别莲蒂.企业品牌伞策略中产品品牌对企业形象之回馈效果研究[R].台湾“国立”政治大学,“行政院”国家科学委员会专题计划研究成果报告,2001.
2.别莲蒂.企业品牌伞策略:影响企业名称背书效果之因素探讨[J].管理学报, 2003,20(6):175-199.
3.别莲蒂.品牌伞策略之决定因素与成效影响因素——企业品牌伞策略、企业品牌策略与产品品牌策略之比较[R].台湾“国立”政治大学,“行政院”国家科学委员会专题计划研究成果报告, 2006.
4.别莲蒂.品牌伞策略中产品品牌对企业形象之回馈研究[R].台湾“国立”政治大学,“行政院”国家科学委员会专题计划研究成果报告,2002.
5.李大垒.产业集群品牌创建的影响因素[J].经济管理.2009,(03):18-22.
6.卢泰宏,吴水龙.公司品牌与产品品牌对购买意向影响的实证研究[J].管理学报.2009,(01):112-117.
7.任宝,李鹏飞,王缉慈.产品品牌数量对产业集群影响的实证研究——以中国服装产业集群为例[J].地域研究与开发.2007,(06):6-10.
8.任春红,孙丽辉.基于区域品牌的产业优势维度研究及其深度访谈——兼论集群产业优势对区域品牌形成的作用机理[J].市场营销导刊.2009,(01):55-63.
9.孙丽辉,毕楠,李阳,孙领.国外区域品牌化理论研究进展探析[J].外国经济与管理.2009,(02):40-49.
10.王保利,姚延婷.基于品牌战略的陕西绿色农业产业集群发展研究[J].中国软学.2007, (01):117-121.
11.王海忠,赵平.公司品牌形象对经销商关系导向的影响——基于主导地位制造商的中国实证[J].中国工业经济.2008,(3):93-100.
12.吴水龙,卢泰宏,蒋廉雄.公司品牌研究述评[J].外国经济与管理.2009,(03):30-37.
13.熊爱华.基于产业集群的区域品牌培植模式比较分析[J].经济管理.2008,(08):80-85.
14.熊爱华.区域品牌与产业集群互动关系中的磁场效应分析[J].管理世界. 2008,(08):176 -177.
15.姚伟坤,周梅华.从集群恶性竞争到集群品牌竞争[J].华东经济管理.2009,(08):74-77.
16.姚伟坤,周梅华,张燚.产业集群环境下的企业品牌纵向合作关系研究[J].中国管理科学.2009,(08):84-90.
17.张爱华.消费者对品牌伞的资讯处理模式之研究[R].台湾“国立”政治大学,“行政院”国家科学委员会专题研究计划书成果报告, 2005.
18.张茂嵩.契合度与产品知识对品牌策略效果之影响[D].台湾“国立”政治大学, 2003.
19.朱辉煌,卢泰宏,吴水龙.企业品牌策略新命题:企业-区域-产业品牌伞[J].现代管理科学.2009,(3):56-58.
20.赵晶.集群企业品牌生成的SPCI分子模型[J].经济管理.2007,29(04):29-33.
21.张国亭.产业集群品牌内涵、类型与效应探讨[J].中国石油大学学报(社会科学版.2008, (12):27-30.
22.周发明.构建新型农产品营销体系的研究[D].湖南农业大学博士论文.2007,11.
23.Aaker David, Kevin Keller. Consumer Evaluations of Brand Extensions[J].Journal of Marketing, 1990,54(2):27-41.
24.Anette Therkelsen, Henrik Halkier. Contemplating Place Branding Umbrellas. The Case of Coordinated National Tourism and Business Promotion in Denmark[J]. Scandinavian Journal of Hospitality and Toursim,2008,8(2):159-175.
25.Balachander, S, S. Ghose. Reciprocal Spillover Effects: A strategic Benefit of Brand Extensions[J].Journal of Marketing, 2003,67:4-13
26.Birger Wernerfelt. Umbrella Branding as a Signal of New Product Quality: An Example of Reputational Economics of Scope[R].Northwestern University, Kellog GSM DP NO.715, 1986.
27.Birger Wernerfelt. Umbrella Branding as a Signal of New Product Quality [J].Rand Journal of Economics,1988,(3):458-466.
28.Cynthia A. Montgomery, Birger Wernerfelt. Risk Reduction and Umbrella Branding[J].Journal of Business.1992,65(1):31-30.
29.Domenico Dentoni,Hamish Gow. The Role of Umbrella Brands for SMEs’International Market Entry: The case of“cellars of canterbury”[R]. Michigan State University, 2010.
30.Erdem, T. An Empirical Analysis of Umbrella Branding[J].Journal of Marketing Research, 1998,34(8):339-351.
31.Erdem, T, B. Sun. An Empirical Investigation of Spillover Effects of Marketing Mix Strategy in Umbrella Branding [J].Journal of Marketing Research, 2002,(11):408-420.
32.Fiona Harris,Leslie de Chernatony.Corporate branding and corporate brand performance[J].European Journal of Marketing.2001,35(3/4): 441-456.
33.Gabriel J. Biehal. Daniel A. Sheinin. The Influence of Corporate Messages on the Product Portfolio[J].Journal of Marketing.2007,04,12—25.
34.Graham Hankinson, Managing destination brands: establishing a theoretical foundation[J].Journa of Marketing Management.2009,25(1/2):97-115.
35.Hendrik,Hakenes, Martin,Peitz. Umbrella Branding and the Provision of Quality[R].CESIFO Working Paper no.1373,2004.
36.Jeamine Thal.On the Signaling and Feedback Effects of Umbrella Branding[R]. MPRA Paper,2008.
37.Joao Ricardo Freire. Local People a Critical Dimension for Place Brands[J]. Brand Management.2007,16(7):420–438.
38.Luis M B Cabral.Stretching Firm and Brand Reputation[J].Rand Journal of Economics. 2000,31(40):658-673.
39.Luis M B Cabral. Optimal Brand Umbrella Size[R].Discussion Paper, Department of Economics,Stern School of Business.2001.
40.Luis M B Cabral.Umbrella Branding with Imperfect Observability and Moral Hazard[R].New York University Revised. 2008.
41.Mary Jo Hatch,Majken Schultz. Bringing the corporation into corporate branding [J].European Journal of Marketing.2003,37(7/8):1041-1064.
42.Mihalis Kavaratzis.Place Branding: A Review of Trends and Conceptual Models[J]. The Marketing Review.2005, 5, 329-342.
43.Moisescu Ovidiu Ioan, Gica Oana Adriana. A Comparative Analysis Regarding Brand Name Strategies[J].Revista Tinerilor Economists.2009, http://feaa.ucv.ro/RTE/009S-12.pdf
44.Nina M. Iversen, Leif E. Hem. Provenance Associations as Core Values of Place Umbrella Brands: A Framework of Characteristics [J]. European Journal of Marketing ,2008,(5/6):603-626.
45.Sullivan, M. W. Measuring Image Spillovers in Umbrella-branded Products[J]. Journal of Business.1992,63(3):309-329.
46.凯文莱恩凯勒著,卢泰宏,吴水龙译.战略品牌管理[M].北京:中国人民大学出版社,2009.
47.戴维阿克著,奚卫华,董春海译管理品牌资产[M].北京:机械工业出版社,2006.
[2]Mihalis Kavaratzis. Place Branding: A Review of Trends and Conceptual Models[J].The Marketing Review.2005(5):329-342.
[3]Graham Hankinson, Managing destination brands: establishing a theoretical foundation [J].Journal of Marketing Management.2009, 25(1/2):97-115.
[4]Graham Hankinson. Managing destination brands: establishing a theoretical foundation[J].Journal of Marketing Management.2009,25(1/2):97-115.
[5]信息来源:赣州市果业局
1.别莲蒂.企业品牌伞策略中产品品牌对企业形象之回馈效果研究[R].台湾“国立”政治大学,“行政院”国家科学委员会专题计划研究成果报告,2001.
2.别莲蒂.企业品牌伞策略:影响企业名称背书效果之因素探讨[J].管理学报, 2003,20(6):175-199.
3.别莲蒂.品牌伞策略之决定因素与成效影响因素——企业品牌伞策略、企业品牌策略与产品品牌策略之比较[R].台湾“国立”政治大学,“行政院”国家科学委员会专题计划研究成果报告, 2006.
4.别莲蒂.品牌伞策略中产品品牌对企业形象之回馈研究[R].台湾“国立”政治大学,“行政院”国家科学委员会专题计划研究成果报告,2002.
5.李大垒.产业集群品牌创建的影响因素[J].经济管理.2009,(03):18-22.
6.卢泰宏,吴水龙.公司品牌与产品品牌对购买意向影响的实证研究[J].管理学报.2009,(01):112-117.
7.任宝,李鹏飞,王缉慈.产品品牌数量对产业集群影响的实证研究——以中国服装产业集群为例[J].地域研究与开发.2007,(06):6-10.
8.任春红,孙丽辉.基于区域品牌的产业优势维度研究及其深度访谈——兼论集群产业优势对区域品牌形成的作用机理[J].市场营销导刊.2009,(01):55-63.
9.孙丽辉,毕楠,李阳,孙领.国外区域品牌化理论研究进展探析[J].外国经济与管理.2009,(02):40-49.
10.王保利,姚延婷.基于品牌战略的陕西绿色农业产业集群发展研究[J].中国软学.2007, (01):117-121.
11.王海忠,赵平.公司品牌形象对经销商关系导向的影响——基于主导地位制造商的中国实证[J].中国工业经济.2008,(3):93-100.
12.吴水龙,卢泰宏,蒋廉雄.公司品牌研究述评[J].外国经济与管理.2009,(03):30-37.
13.熊爱华.基于产业集群的区域品牌培植模式比较分析[J].经济管理.2008,(08):80-85.
14.熊爱华.区域品牌与产业集群互动关系中的磁场效应分析[J].管理世界. 2008,(08):176 -177.
15.姚伟坤,周梅华.从集群恶性竞争到集群品牌竞争[J].华东经济管理.2009,(08):74-77.
16.姚伟坤,周梅华,张燚.产业集群环境下的企业品牌纵向合作关系研究[J].中国管理科学.2009,(08):84-90.
17.张爱华.消费者对品牌伞的资讯处理模式之研究[R].台湾“国立”政治大学,“行政院”国家科学委员会专题研究计划书成果报告, 2005.
18.张茂嵩.契合度与产品知识对品牌策略效果之影响[D].台湾“国立”政治大学, 2003.
19.朱辉煌,卢泰宏,吴水龙.企业品牌策略新命题:企业-区域-产业品牌伞[J].现代管理科学.2009,(3):56-58.
20.赵晶.集群企业品牌生成的SPCI分子模型[J].经济管理.2007,29(04):29-33.
21.张国亭.产业集群品牌内涵、类型与效应探讨[J].中国石油大学学报(社会科学版.2008, (12):27-30.
22.周发明.构建新型农产品营销体系的研究[D].湖南农业大学博士论文.2007,11.
23.Aaker David, Kevin Keller. Consumer Evaluations of Brand Extensions[J].Journal of Marketing, 1990,54(2):27-41.
24.Anette Therkelsen, Henrik Halkier. Contemplating Place Branding Umbrellas. The Case of Coordinated National Tourism and Business Promotion in Denmark[J]. Scandinavian Journal of Hospitality and Toursim,2008,8(2):159-175.
25.Balachander, S, S. Ghose. Reciprocal Spillover Effects: A strategic Benefit of Brand Extensions[J].Journal of Marketing, 2003,67:4-13
26.Birger Wernerfelt. Umbrella Branding as a Signal of New Product Quality: An Example of Reputational Economics of Scope[R].Northwestern University, Kellog GSM DP NO.715, 1986.
27.Birger Wernerfelt. Umbrella Branding as a Signal of New Product Quality [J].Rand Journal of Economics,1988,(3):458-466.
28.Cynthia A. Montgomery, Birger Wernerfelt. Risk Reduction and Umbrella Branding[J].Journal of Business.1992,65(1):31-30.
29.Domenico Dentoni,Hamish Gow. The Role of Umbrella Brands for SMEs’International Market Entry: The case of“cellars of canterbury”[R]. Michigan State University, 2010.
30.Erdem, T. An Empirical Analysis of Umbrella Branding[J].Journal of Marketing Research, 1998,34(8):339-351.
31.Erdem, T, B. Sun. An Empirical Investigation of Spillover Effects of Marketing Mix Strategy in Umbrella Branding [J].Journal of Marketing Research, 2002,(11):408-420.
32.Fiona Harris,Leslie de Chernatony.Corporate branding and corporate brand performance[J].European Journal of Marketing.2001,35(3/4): 441-456.
33.Gabriel J. Biehal. Daniel A. Sheinin. The Influence of Corporate Messages on the Product Portfolio[J].Journal of Marketing.2007,04,12—25.
34.Graham Hankinson, Managing destination brands: establishing a theoretical foundation[J].Journa of Marketing Management.2009,25(1/2):97-115.
35.Hendrik,Hakenes, Martin,Peitz. Umbrella Branding and the Provision of Quality[R].CESIFO Working Paper no.1373,2004.
36.Jeamine Thal.On the Signaling and Feedback Effects of Umbrella Branding[R]. MPRA Paper,2008.
37.Joao Ricardo Freire. Local People a Critical Dimension for Place Brands[J]. Brand Management.2007,16(7):420–438.
38.Luis M B Cabral.Stretching Firm and Brand Reputation[J].Rand Journal of Economics. 2000,31(40):658-673.
39.Luis M B Cabral. Optimal Brand Umbrella Size[R].Discussion Paper, Department of Economics,Stern School of Business.2001.
40.Luis M B Cabral.Umbrella Branding with Imperfect Observability and Moral Hazard[R].New York University Revised. 2008.
41.Mary Jo Hatch,Majken Schultz. Bringing the corporation into corporate branding [J].European Journal of Marketing.2003,37(7/8):1041-1064.
42.Mihalis Kavaratzis.Place Branding: A Review of Trends and Conceptual Models[J]. The Marketing Review.2005, 5, 329-342.
43.Moisescu Ovidiu Ioan, Gica Oana Adriana. A Comparative Analysis Regarding Brand Name Strategies[J].Revista Tinerilor Economists.2009, http://feaa.ucv.ro/RTE/009S-12.pdf
44.Nina M. Iversen, Leif E. Hem. Provenance Associations as Core Values of Place Umbrella Brands: A Framework of Characteristics [J]. European Journal of Marketing ,2008,(5/6):603-626.
45.Sullivan, M. W. Measuring Image Spillovers in Umbrella-branded Products[J]. Journal of Business.1992,63(3):309-329.
46.凯文莱恩凯勒著,卢泰宏,吴水龙译.战略品牌管理[M].北京:中国人民大学出版社,2009.
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