中文摘要：

基于品牌生态位视角,通过对大众汽车集团在华本土化经营的纵向案例研究,探索跨国企业东道国品牌族群的构建及其成长机制。研究发现,品牌生态位位移引发的企业生态响应是品牌族群发展的内在源动力;独立性与协同性相统一是构建及培育品牌族群的基本原则;品牌族群的构建及成长过程历经初创阶段、发展阶段和成熟阶段,分别聚焦于框架构建、体系完善及合力塑造;这3个阶段的成长重点从结构建设到能力培育逐渐过渡,成长目的是形成强劲持久的市场牵引力,实现企业的可持续发展。最后,基于此构建了跨国企业东道国品牌族群成长模型。

英文摘要：

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 longitu- dinal case study on the localization of the Volkswagen Group in China. It is found that：①the enter- prise 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; ④ the 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 be- tween 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.