|
Abstract 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; ④the 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.
|
|
Received: 26 December 2016
|
|
|
|
