【作者】 陈倩霞； 王水嫩； 鲁彦秋；

【Author】 CHEN Qian-xia;WANG Shui-nen;LU Yan-qiu;Zhejiang Normal University,College of Economics and Management;

【机构】 浙江师范大学经济与管理学院；

【摘要】 自创品牌升级成为中国民企的经营重心,而品牌升级陷入方式僵化、效率低下、驱动力不足等问题中。为解决此问题,本文基于战略创业理论对宁波方太公司的品牌升级路径做了探索性研究。结果显示,民企可以通过网络关系的构建、国际化行为寻求品牌发展机会;通过组织学习、创新投入行为维持品牌竞争优势;通过企业家精神中的创新理念和机会感知驱动上述四种行为;通过"中学为道"以人为本"的企业文化正向调节品牌升级过程,实现品牌升级。更多还原

【Abstract】 Upgrading of private enterprises’ brand has become the focus of China’s private enterprises.Brand upgrading faces problems which cannot be overcome for a long time,including inefficiency and insufficient driving force and so on.To solve this problem,this study made an exploratory research on the brand upgrading path of FOTILE is made.The result shows that,through establishing net relationship,organizational learning,innovation investment,and international behavior,private companies can realize strategic entrepreneurship,and promote its brand upgrading.Meanwhile,it is also revealed that,the entrepreneurs’ innovative conception and opportunity perception ability are the driving force of strategic entrepreneurship Moreover,the innovation oriented culture of chinese culture and people oriented,can promote the brand upgrading process of private companies.更多还原