工商人类学视野下民营企业品牌管理探究——基于“劲仔”风味小鱼品牌个案研究
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引用本文:刘 谦,郝怡冰.工商人类学视野下民营企业品牌管理探究——基于“劲仔”风味小鱼品牌个案研究[J].湖南大学学报社会科学版,2021,(3):60-66
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作者单位
刘 谦,郝怡冰 (中国人民大学 社会学理论与方法研究中心北京 100872) 
中文摘要:中国民营企业因其独特的成长环境与发展传统,在市场竞争中面临更大挑战,品牌成为企业发展的生命线。从工商人类学的文化视角切入,以湖南省华文食品股份有限公司的“劲仔”品牌为典型个案进行剖析,首先梳理处于系统成长期的“劲仔”品牌三个发展阶段特征,发现民营企业在品牌管理中应处理好的三组平衡——引领消费需求与追随需求之间的平衡、管理商品实体形态与构建品牌符号体系之间的平衡、维护企业利益与消费者和劳动者利益之间的平衡。同时,地方文化、行业前景、时代召唤,也为民营企业品牌成长注入历史机遇。
中文关键词:民营企业  品牌管理  工商人类学
 
Exploring Brand Management of Private Enterprises from the Perspective of Business Anthropology ——A Case Study of "Jinzai" Flavored Small Fish Brand
Abstract:Brand management is an important part of enterprise production and management activities. Due to their unique growth environment and development tradition, Chinese private enterprises face greater challenges in the market competition, and brand becomes the lifeline of enterprise development. From the cultural perspective of business anthropology, the "Jinzai" brand of Hunan Huawen Food Co., Ltd. is a typical case of private enterprise brand development. By exploring the opportunities and challenges they face in the three stages of development, this paper draws three balances that private enterprises should handle in brand management——The balance between the leader and the caterer of brand marketing, the balance between the physical form of goods and the construction of symbolic system, and the balance between commercial interests and the interests of consumers and workers.
keywords:private enterprises  brand management  business anthropology
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