价值共创品牌化演进与营销学演进逻辑对比

被引：8
|
作者：
詹刘满 [1 ]
机构：
[1] 上海财经大学国际工商管理学院
来源：
商业研究 | 2013年 / 08期
关键词：
价值共创; 品牌化; S-D逻辑; G-D逻辑; 品牌价值共创(BVCC);
D O I：
10.13902/j.cnki.syyj.2013.08.025
中图分类号：
F273.2 [产品管理];
学科分类号：
1202 ; 120202 ;
摘要：
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。
引用
收藏
页码：91 / 98
页数：8
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