受中国传统文化的影响和关系营销在世界范围内的兴起,品牌关系营销作为中国商业市场的基础变量的地位在全社会形成共识。因此,通过品牌关系驱动顾客忠诚和品牌资产成为客户关系管理和品牌资产管理的基本逻辑与理性认知。然而,随着新一轮科技革命与产业变革的孕育兴起,品牌关系驱动能否成功应对技术创新驱动对品牌关系情感与顾客购买意愿的冲击?品牌资产的基本理论模型是否还能有效地指导新兴市场的商业实践,抑或需要重构?这些问题值得深入探究。本文以手机品牌消费者为样本,研究发现:表性特征层面,消费者逻辑仍遵循"品牌原型-品牌关系情感-购买意愿"的发展路径。本质特征层面,消费者逻辑受到外力的驱动发生改变,且与品牌关系驱动相比,技术创新驱动所发挥的调节作用更大。研究结论在一定程度上颠覆了传统的关系营销理论模型,对企业在新经济环境下的营销战略具有重要启示和指导意义。
Abstract
With rising of relationship marketing in the world and influence of the traditional Chinese culture, the whole society has reached a consensus that relationship marketing acts as an underlying variable in the commercial market. Therefore, it has become the basic logic and rational cognition of CRM and brand equity management to drive customer loyalty and brand equity through brand relationships. However, with the rise of a new round of technological revolution and industry changes, can the brand relationship-driven force successfully counter the technological innovation-driven impact on the brand relationship affection and customers purchase intention? Can the basic theoretical model of brand equity effectively guide business practices in emerging markets? Or is there a need for reconstruction? These issues are worthy of further exploration. By using mobile phone brands' user as samples, the thesis has revealed:on the surface, the consumers still follow the development path of "brand prototype-brand relationship affection-purchase intention"; in essence, they have changed their logic under the external driving influence, compared to the brand relationship-driven influence, the technological innovation-driven influence is a stronger moderator. The research has overturned the traditional theoretical model of relationship marketing to a certain extent and thus has important implications and significance for enterprises to develop marketing strategies in the new economic environment.
关键词
品牌原型 /
品牌关系情感 /
品牌关系驱动力 /
技术创新驱动力
Key words
brand prototype /
brand relationship affection /
brand relationship-driven force /
technological innovation-driven force
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基金
国家自然科学基金面上项目"品牌关系驱动力作用下的品牌资产产出模型研究" (批准号:71372209);国家自然科学基金重点项目"网络环境下的商品/服务定价研究" (批准号:71331004);西南财经大学2015年度重大基础理论研究面目(批准号:JBK151135)。
