公共品牌创建、持续成长及其治理研究

Public brands are the brands that have the public nature in the right to use. There are many problems in China for the management of public brand, such as the main body unknown for the public brand building, and lack of sustained investment and brand equity property maintenance mechanisms, and these makes the public brands with the state of inefficient operation and serious loss of assets. .The project intends to elaborate and resolve the connotation and ecosystem structure of the public brand, and explore its adaptive complex characteristics, the perception law of the public to the public brand，the composition and the effects of the public brand equity. Explore the main impact factors affecting the creation and the process of public brand, and organizational models as well as the strategy shaping path, etc..Through the theoretical and empirical case studies, reveal the basic law and principle of the creation and sustained growth of public brands, and build the basic theory framework and methodology for the public brand creation, Sustainable grow and management control.Explore the law of public brand governance through introducing the theory of governance, makes theoretical and empirical case studies for the key issues in the public brand governance, such as the public brand equity, governance models, multi-agents game, governance efficiency evaluation, governance structure, and governance mechanisms. Set up the theoretical framework of public brand governance. Put forward the principles of public brand governance. give out the suggestions for the governance mechanisms, system patterns and government policy for the Chinese public brands, and produce practical benefits through applied research.

公共品牌为使用权具有公共性质的品牌，目前我国对于公共品牌的管理存在诸多问题，比如公共品牌建设主体不明，持续投入及品牌资产产权维护机制缺乏等，导致公共品牌运作效率低下，资产流失严重。项目拟对公共品牌内涵及生态系统结构进行阐述与解析，探讨其适应复杂性特征、公众感知规律、品牌资产构成及其效应等问题。探索公共品牌创建及成长过程的主要影响因素、创建组织模式以及塑造策略路径等问题，通过理论及实证案例研究揭示其创建及持续成长的基本规律与原理，构建公共品牌创建、成长及管控的基本理论框架与方法体系。通过引入治理理论，探索公共品牌治理规律，对公共品牌治理中的关键问题，如公共品牌产权界定、治理模式、多主体博弈、治理效率评价以及治理结构、治理机制等进行理论及实证案例研究，建立公共品牌治理理论框架，提出公共品牌治理原则，并结合国情提出我国公共品牌治理机制、制度设计模式及对策建议。通过应用研究产生实际效益。

公共品牌为使用权具有公共性质的品牌，目前我国对于公共品牌的管理存在诸多问题，比如公共品牌建设主体不明，持续投入及品牌资产产权维护机制缺乏等，导致公共品牌运作效率低下，资产流失严重。项目对公共品牌内涵及生态系统结构进行了阐述与解析，探讨其适应复杂性特征、公众感知规律、品牌资产构成及其效应等问题。探索了公共品牌创建及成长过程的主要影响因素、创建组织模式以及塑造策略路径等问题，通过理论及实证案例研究揭示其创建及持续成长的基本规律与原理，构建公共品牌创建、成长及管控的基本理论框架与方法体系。通过引入治理理论，探索了公共品牌治理规律，对公共品牌治理中的关键问题，如公共品牌产权界定、治理模式、多主体博弈、治理效率评价以及治理结构、治理机制等进行理论及实证案例研究，建立公共品牌治理理论框架，并结合国情提出我国公共品牌治理机制、制度设计模式及对策建议。通过应用研究产生实际效益。