【摘要】 数字化网络时代使品牌资产构建面临新情境。在高度开放且松散耦合的复杂网络环境中，如何使多元利益相关者协同实现品牌资产共建，尚缺乏系统性剖析。以淘宝网为研究对象，采用探索性案例研究方法，探讨新情境下品牌资产共建的驱动因素和机理，挖掘多网络层级利益相关者实现共建的过程和协同机制，以动态化和系统性视角构建品牌资产共建的路径模型。拓展了品牌资产构建研究的情境，揭示了品牌资产基于开放的复杂网络系统交互构建的“黑箱”,可为企业开展品牌资产共建提供理论启示和案例借鉴。更多还原

【Abstract】 In the digital network era, brand equity is being developed in a new scenario, and there is a lack of systematic analysis on how to enable multiple stakeholders to co-construct brand equity in a highly open and loosely coupled complex network environment. Aiming at constructing a brand equity co-creation path model from a dynamic and systematic perspective, this article adopts an exploratory case study approach, taking Taobao as research object, and exploring the driving factors and mechanisms for brand equity co-creation under the new scenario and the co-creation process and collaborative mechanisms among multiple stakeholders at different network levels. This article expands the scenario of brand equity co-creation research, reveals the “black box” of brand equity construction based on an open and complex network system, and provides theoretical insights and practical reference for enterprises to construct brand equity together.更多还原