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| 文章编号：1672-3104(2010)02-0076-05 |
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品牌本体论视角中的品牌竞争力 |
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蒋璟萍 |
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（湖南女子学院，湖南长沙，410004） |
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| 摘 要： 品牌本体论实现了对以往品牌理论的突破，具体表现为从品牌“使用价值”到“符号价值”认识的深化，从品牌“功能制造”到“意义制造”理解的突破，从“品牌信号”到“品牌主体”认识的转变。品牌本体论中的品牌竞争力，是以物质竞争力为基础、以文化竞争力为主导、以市场竞争力为目标的三因素结构，这一结构它比较明晰地体现了“品牌本体论”的特征。在这个体系中，品牌所表现的主要是文化的意义或价值，因此文化引导着品牌的发展方向，成为品牌的核心价值，品牌文化竞争力在品牌竞争力提升中发挥重要作用。 |
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| 关键词： 品牌本体论；品牌物质竞争力；品牌文化竞争力；品牌市场竞争力 |
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An Analysis of Brand Competitiveness from Ontology Perspective |
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JIANG Jinping |
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（Hunan Women’s Vocational University, Changsha 410004, China） |
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| Abstract: In the new economic era, Brand Theory has been developed into the stage of symbolic or ontology. The author makes a complete explanatory analysis of brand ontology and believes that brand ontology is a new cognition understanding of brand, whose specific performance experiences the following conversion: from using value to symbol value, from functional manufacturing to significance manufacturing, from brand signal to brand subject. Considering that brand competitiveness from ontology perspective is a three-factor structure, which is based on material competitive, leads to culture competition, aims at market competitiveness. This structure incarnates clearly the feature of brand ontology. In this system, brand represents primarily culture significance and value. Therefore, culture leads brands’ development direction, becomes brands’ core values, brand culture competitiveness plays an important role in brand competitiveness promotion. |
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Key words: ontology of brand; material competiveness of brand; cultural competiveness of brand; market competiveness of brand |
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