公司品牌架构战略与金融市场绩效关系的研究

对品牌化战略的研究，多采取产品品牌/公司品牌+消费者视角，本项目采取公司品牌系统+金融市场视角，考虑中国市场情境和互联网因素，对公司品牌架构战略与金融市场绩效关系进行研究。（1）发展品牌架构战略类型概念和测量方法，对中国企业的品牌架构战略现状进行调查研究；（2）研究品牌架构战略影响公司通过内部发展实现自然增长产生绩效的机制：品牌架构-供给侧/需求侧效应-金融市场绩效关系；（3）研究其影响公司通过外部发展实现杠杆增长产生绩效的机制：并购双方品牌架构-品牌整合效果-金融市场绩效关系（长期效应）；（4）研究其影响公司适应未来不确定性能力实现增长产生绩效的机制：公司品牌架构-营销战略/公司战略灵活性-金融市场绩效关系。弥补现有研究尤其针对中国企业研究的不足，发展公司品牌架构战略与金融市场绩效关系的理论解释，为企业总体营销战略建立、品牌系统管理，包括中国企业在国际化、跨国并购中的品牌整合提供依据。

Studies on branding strategy are focused on product brands/corporate brand with consumer perspective. From the perspective of corporate brand system and financial market, and considering the situation of China market and Internet-related factors, this project systematically explores and examines the relationship between corporate brand architecture strategy and financial market performance. The specific objectives are as follows: (1)Develop brand architecture strategy type concept and measurement methods, and investigate the status quo of brand architecture strategy of Chinese firms. (2)Study the mechanism of brand architecture strategy influencing the firm's natural growth through internal development: brand architecture-supply/demand side effect-financial market performance relationship. (3)Study the mechanism of brand structure strategy influencing the firm's leverage growth through external development: the brand architecture of the merger and acquisition parties-brand integration effect-financial market performance relationship (long-term effect). (4)Study the mechanism of brand architecture strategy influencing the firm growth through forming the ability to adapt to future uncertainties: corporate brand architecture-marketing strategy/corporate strategic flexibility-financial market performance relationship. Its significance is to make up for the existing research gaps, especially lack of studies about Chinese firms, establish a systematic theoretical explanation of the relationship between corporate architecture strategy and financial market performance, and provide management implications for the establishment of overall marketing strategy and corporate brand system management, including the brand integration of Chinese firms in internationalization and transnational mergers and acquisitions.