企业内部知识共享、品牌进化与营销绩效实证研究

An empirical study of marketing performance with knowledge sharing in Enterprises and brand evolution

摘要:

知识是企业品牌进化的基础,企业内部知识共享和积累促进了品牌进化。回族老字号在近百年发展的过程中,依靠内部的技术传承和经营理念赢得了顾客广泛认同,正是内部知识共享促进了老字号品牌发展壮大。基于239份回族老字号数据调查表明,企业内部知识共享与品牌进化显著相关,企业内部知识共享以品牌进化作为中介变量,才能提高营销绩效。由此,企业品牌进化管理应重视内部知识资源的积累；在企业内部构建知识共享机制,促进品牌进化知识交流；加强营销团队的建设,促进品牌管理团队共享。

Abstract:

Knowledge is the basis of brand evolution, and Knowledge sharing and accumulation within an enterprise can promote brand evolution. In the course of the development of the past hundred years, the Hui old brand has won wide recognition of customers by relying on the internal technical inheritance and management concept, and it is the internal knowledge sharing that promotes the development of the old brand. Based on the survey of 239 Hui old brands, it is found that internal knowledge sharing is significantly related to brand evolution, and internal knowledge sharing can improve the marketing performance by using brand evolution as an intermediary variable. Thus, the management of brand evolution should pay attention to the accumulation of internal knowledge resources; construct the knowledge sharing mechanism in the enterprise; promote the brand evolution of knowledge communion; strengthen the construction of the marketing team ; promote sharing experience in the brand team.