市场演变与品牌竞争动态：制度分析

In an emerging market featuring transitional institutional environments, how do brand competitive dynamics shape market creation and evolution? How do shifts in market structure influence brand competitive dynamics? Institutional theory regards pivotal market mechanisms as institutional components. Nevertheless, to date, there is a lack of research on market creation and evolution from the institutional perspective. Notably, little attention has been paid to the interaction between market evolution and brand competitive dynamics, as well as to the ways in which institutional logics link these two elements. .Drawing on institutional theory, and extant research on competitive dynamics and brand management, this research project proposes a new conceptual framework focusing on interactive relationships between market evolution and brand competitive dynamics. To test our proposed model, we will first conduct a multiple-case study of the Chinese sportswear market, followed by an in-depth cross-industry (e.g., automobiles, smart phones) investigation utilizing quasi-experiment design and network analysis. Specifically, we intend to: (1) clarify how brand competitive dynamics affect new market creation and evolution. We are especially interested in understanding how brand differentiation contributes to the expansion of market boundaries, and how multiple institutional logics affect brand identities; (2) conduct an institutional analysis of international and local brands’ competitive dynamics. We will focus specifically on the effects of institutional distance and institutional capital; (3) investigate the emergence of brand strategic groups and their influence on market evolution. Our concentration will be on how competition between market generalists and specialists shapes market structure, and how clustering contributes to brand competitive advantage; and (4) study how brand cultivation re-shapes market consumption culture and various institutional logics. ..In sum, our framework links micro-level brand competition with macro-level market evolution. The findings of this study will tangibly enable managers to gain advantage in brand competition by better understanding the relationship between brand competitive dynamics and the institutional environments in which they are embedded.

在制度转型的市场里，企业是如何通过品牌竞争动态来形成新市场并影响市场演变过程？市场演变如何影响品牌竞争的？制度理论将市场看作是一种制度，然而对市场的演变过程研究不足，特别是品牌竞争动态在这一过程中的作用甚少谈及。本项目以制度理论、竞争动态及品牌管理框架为基础，提出品牌竞争动态与市场演变的交互模型。项目以体育用品市场的案例分析为引子，采用跨市场（如汽车、手机）数据，探讨：1. 品牌竞争动态对市场演变的作用机制，如品牌差异化对市场边界的作用；市场演变对品牌竞争的影响，如多种制度逻辑共存对品牌差异化的影响；2. 市场中国际与本土品牌竞争动态的制度分析，特别是制度距离和制度资本的作用；3. 品牌战略群体的形成及其对市场演变的影响；4. 品牌塑造对制度逻辑演变的反馈作用。该模型将微观层面的品牌竞争与宏观的市场演变连接起来，使企业能深入理解品牌竞争与其所嵌入的制度环境的关系，在竞争中脱颖而出。

在制度转型的市场经济环境下，企业如何通过品牌竞争动态来开发新市场并影响一个产品市场演变的过程？市场演变又如何影响品牌竞争？制度理论将市场看作是一种制度，然而对市场的演变过程研究不足，特别是品牌竞争动态在这一过程中的作用甚少谈及。本项目以制度理论、资源基础观、竞争动态及品牌管理框架为基础，提出品牌竞争动态与市场演变的动态交互模型。本项目以体育用品市场的案例分析为引子，采用跨市场（如汽车、手机、快速消费品行业）数据，探讨：1. 品牌竞争动态对市场演变的作用机制，如品牌差异化对市场边界的作用；市场演变对品牌竞争的影响，如多种制度逻辑共存对品牌差异化的影响；2. 市场中国际与本土品牌竞争动态的制度分析，特别是制度距离和制度资本的作用；3. 品牌战略群体的形成及其对市场演变的影响；4. 品牌塑造对制度逻辑演变的反馈作用。该模型将微观层面的品牌竞争与宏观的市场演变连接起来，使企业能深入理解品牌竞争与其所嵌入的制度环境的关系，在竞争中脱颖而出。