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企业创牌(嵌入性品牌)是否会“蚕食”专业市场,进而最终导致专业市场消亡一直是学术界有关专业市场前途命运的重要研究议题。在对专业市场与嵌入性品牌相互关系的复杂适应性特征分析的基础上,本文从复杂适应系统理论的角度研究了专业市场与嵌入性品牌协同演化的动力机制、模式。本文的理论和实证分析证明,专业市场与嵌入性品牌之间存在着与专业市场发展阶段相适应的三种协同演化模式,系统适应度、专业市场的物流效率、政府服务、中介服务体系、电子商务平台、会展经济发展水平等对协同演化模式的形成具有各自不同的作用,而这些也就构成了两者能否实现可持续的依存型协同演化的重要演化条件,嵌入性品牌与专业市场相互对立的传统看法需要重新加以审视。
It is always an important research topic in academia about the future and destiny of a professional market whether a brand-new enterprise (embedded brand) will “encroach on” the professional market and eventually lead to the disappearance of the professional market. Based on the analysis of complex adaptive features of the interrelationship between professional market and embedded brand, this paper studies the motivation mechanism and mode of co-evolution between professional market and embedded brand from the perspective of complex adaptive system theory. The theoretical and empirical analysis of this paper shows that there are three types of synergetic evolution modes between specialty markets and embedded brands that are compatible with the stage of professional market development, system fitness, logistics efficiency in professional markets, government services, intermediary service system, Business platforms and the development level of the convention and exhibition economy have their own respective roles in the formation of the synergetic evolution model. These factors constitute the important evolutionary conditions for the sustainable development of the dependency-based synergies between the embedded brands and the professional markets The traditional view of opposites needs to be revisited.