新创企业品牌联合伙伴选择的计算实验研究

doi:10.16381/j.cnki.issn1003-207x.2019.08.013

摘要/Abstract

摘要： 品牌联合是新创企业克服其成长劣势的有效策略之一。为提高新创企业选择品牌联合伙伴的成功率，基于复杂适应系统理论构建了新创企业品牌联合企业主体行为活动的基本模型和主体之间、主体与环境之间的交互模型；研究了外部竞争环境、合伙企业的企业类型、品牌资产、关系承诺和联合匹配性等特征对联合形成的影响。结果表明：在外部环境动态变化时，越来越多的新创企业会选择品牌联合策略，而其选择成熟企业还是新创企业作为联合伙伴，并不受外部环境变化的影响。在品牌联合系统中，作为核心的新创企业选择合伙企业时，其自身特征并不影响其是否采取联合策略；不管核心企业自身特征如何，均优先选择成熟企业作为联合伙伴；同时，合伙企业的关系承诺对联合伙伴选择的影响最显著，品牌资产次之，而联合匹配性影响不显著。候选企业在回应核心企业的联合请求时，其接受/拒绝联合的决策主要取决于核心企业对其评价的结果，其次是核心企业的品牌资产。研究结果对新创企业的管理实践具有重要的参考价值。

关键词: 新创企业, 品牌联合, 伙伴选择, 复杂适应系统理论, 计算实验

Abstract: Brand alliance is one of the effective strategies for new ventures to overcome their growth disadvantages. In order to improve the success rate of brand alliance partner selection for new ventures, new ventures' brand partner selection mechanism is explored using computational experiments method.Firstly, based on the complex adaptive systems (CAS) theory, process model of brand alliance partner selection is built. Secondly, the agent behavior conceptual model of new venture is constructed as the core agent in brand alliance system, and its interaction multi-agent model with other partnersand environmental agents. Thirdly, the external competitive environment and the agents' key characteristics which effect the formation of the alliance are focused on, such as the partner venture's type, brand equity, relationship commitment and brand alliance fit, argues that the brand alliance partner selection is a selection and discovery process of rules. Finally, the brand partner selection mechanism'computational experiment is computed. The results show that as the external environment changes dynamically, more and more new ventures will choose brand alliance strategy, but the choice between mature enterprises and new venture as a joint partner is not affected by the change of external environment. When a new venture chooses a partnership, its characteristics do not affect whether it adopts an alliance strategy. Regardless of its characteristics, the core venture prefers to the mature company as a partner; at the same time, the partnership commitment has the most significant impact on the partner selection, and the brand equity is the second one. The effect of brand alliance fit is not significant. When responding to the alliance request of the core enterprises, the candidate agents mainly depend on the degree of the evaluation by the core enterprises, followed by the brand equity. The research results have significant value for the management practice of new ventures.

Key words: new venture, brand alliance, partner selection, CAS theory, computational experiment

中图分类号:

F274

黄春萍, 赵林, 刘璞, 都扬扬, 张芙幸. 新创企业品牌联合伙伴选择的计算实验研究[J]. 中国管理科学, 2019, 27(8): 129-141.

HUANG Chun-ping, ZHAO Lin, LIU Pu, DU Yang-yang, ZHANG Fu-xing. The Research on Partner Selection of New Ventures' Brand Alliance used Computational Experiment[J]. Chinese Journal of Management Science, 2019, 27(8): 129-141.

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