商业研究
商業研究
상업연구
Commercial Research
2013年
8期
91~98
,共null页
价值共创 品牌化 S-D逻辑 G-D逻辑 品牌价值共创(BVCC)
價值共創 品牌化 S-D邏輯 G-D邏輯 品牌價值共創(BVCC)
개치공창 품패화 S-D라집 G-D라집 품패개치공창(BVCC)
value co-creation; branding; S-D logic; G-D logic; BVCC
通过对营销学从G-D逻辑到S-D逻辑演进过程的对比分析,本文发现从品牌的发展阶段看,基于品牌价值创造的品牌理论从商品聚焦的品牌阶段逐步演进到价值聚焦的品牌阶段、关系聚焦的品牌阶段和利益相关者聚焦的品牌阶段,这种演进平行于并反映了营销学从G-D逻辑到S-D逻辑的演进,形成了品牌化演进的方向。
通過對營銷學從G-D邏輯到S-D邏輯縯進過程的對比分析,本文髮現從品牌的髮展階段看,基于品牌價值創造的品牌理論從商品聚焦的品牌階段逐步縯進到價值聚焦的品牌階段、關繫聚焦的品牌階段和利益相關者聚焦的品牌階段,這種縯進平行于併反映瞭營銷學從G-D邏輯到S-D邏輯的縯進,形成瞭品牌化縯進的方嚮。
통과대영소학종G-D라집도S-D라집연진과정적대비분석,본문발현종품패적발전계단간,기우품패개치창조적품패이론종상품취초적품패계단축보연진도개치취초적품패계단、관계취초적품패계단화이익상관자취초적품패계단,저충연진평행우병반영료영소학종G-D라집도S-D라집적연진,형성료품패화연진적방향。
By comparing marketing theory evolving process from G-D logic to S-D logic,through brand development process,the paper finds that academic branding theory based on brand value creation is gradually evolving from Good Focus brand phase to Value-Focus brand phase,to Relationship-Focus brand phase and then to Stakeholder-Focus brand phase,this evolving logic parallels and reflects the evolution in marketing from G-D logic to S-D logic and form direction of branding evolving.