基于品牌生态位视角,通过对大众汽车集团在华本土化经营的纵向案例研究,探索跨国企业东道国品牌族群的构建及其成长机制.研究发现,品牌生态位位移引发的企业生态响应是品牌族群发展的内在源动力;独立性与协同性相统一是构建及培育品牌族群的基本原则;品牌族群的构建及成长过程历经初创阶段、发展阶段和成熟阶段,分别聚焦于框架构建、体系完善及合力塑造;这3个阶段的成长重点从结构建设到能力培育逐渐过渡,成长目的是形成强劲持久的市场牵引力,实现企业的可持续发展.最后,基于此构建了跨国企业东道国品牌族群成长模型.%Based on the brand ecological niche perspective,this study explores the construction and the growth mechanism of brand cluster of multinational enterprises in host countries,by using longitudinal case study on the localization of the Volkswagen Group in China.It is found that:①the enterprise ecological response caused by brand niche displacement is internal motive force of brand cluster's development;②unification of independence and coordination is the fundamental principle to construct and cultivate brand cluster;③under the process of initial stage,developing stage and mature stage,brand cluster building and growth focus on frame construction,system perfection and cohesiveness;④ the key point of each stage transfers from structure construction to ability cultivation with the purpose of building long-term market traction and ultimately aiming at sustainable development.Based on the analysis of Volkswagen group's development in China market,this study analyzes the relationship between the brand niche construction/displacement and the ecological response of enterprises,finally constructs the growth model of the multinational enterprises' brand cluster in host countries.
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