Research on the Mechanism of Brand Alliances in the Digital Ecosystem:A Case Study of JD
The development of modern digital technology has brought new opportunities to brand alliances.This paper based on the power theory,combined with the interactive perspective of enterprise resources and resource integration,conducts a longitudinal case study on JD,adopts the qualitative research method,and builds a new theory through the rooted analysis of data.The research confirms that there are various types of brand alliances and they have sequential characteristics,so different brand alliances need to be analyzed separately.The results show that:(1)according to the type and order of brand alliance,brand alliance can be divided into four categories:complementary brand alliance,leveraged brand alliance,integrated brand alliance and mutual benefit brand alliance.(2)all types of brand alliances will continue to interact and form new resource pools for enterprises to re-allocate resources.Through different brand alliance models and the development sequence of brand alliance,the function mechanism of brand alliance in enterprises is constructed,which provides a certain theoretical reference for Internet enterprises and digital transformation enterprises.
NETL
NSTL
万方数据
