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《Journal of Beihua University(Social Sciences)》 2016-06
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On the Effect Mechanism of Product Brand Network to Promote the Intensification of Cultural Industry

Shi Juan;Business School of Jilin University;  
The theory of product brand network can not reveal the development of cultural industry,because it is limited to enterprise brand products.Product brand network can exert market cohesion function spontaneously for enterprises in cultural industry by its characteristics of dominant,cross and dynamic,as well as its industry value chain,customer value chain,and interest related chain,which forms structural resources. In order to achieve this driver under market orientation,it is necessary to establish mechanism of relationship management,optimize the network brand resources,and regulate the market behavior of the enterprises and organizations in product brand network.
【Key Words】: Product brand Brand network Cultural product Cultural industry Industry intensive
【Fund】: 国家社科基金重点项目“中国经济发展中的文化消费问题研究”(12AZD021)的阶段性研究成果
【CateGory Index】: G124
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