中国自主品牌形象提升的关键驱动因素及对策研究——基于矫形与塑形传播的视角
|
摘要
提升自主品牌形象是当前改善自主品牌消费环境、扩大自主品牌消费市场的重要现实命题,而厘清自主品牌负面刻板印象生成的根源及影响因素是探讨自主品牌形象提升的关键驱动因素与战略对策的理论基础。首先以8个论坛的受众跟帖为例,运用扎根理论进行探索性研究,发现负面企业形象、负面国货形象、负面政府形象、媒体渲染、国货意识淡漠和社会规范压力等6个主范畴是导致自主品牌负面刻板印象生成的主要影响因素;然后将范畴作为测量问项,将主范畴作为潜变量,进行问卷调查和实证分析,结果表明,6个主范畴均对自主品牌负面刻板印象存在显著的正向影响。在此基础上,根据自主品牌负面刻板印象生成的影响因素,提炼出自主品牌形象提升的5大关键驱动因素,即企业形象驱动因素、政府形象驱动因素、媒介框架驱动因素、消费者情感驱动因素和社会规范驱动因素,并对其影响效应及对策措施进行了探讨,建构了自主品牌形象提升的关键驱动因素影响效应模型。
Promoting the image of self-owned brands is an important realistic proposition to improve the consumption environment of self-owned brands and expand the consumption market of self-owned brands. To clarify the root causes and influencing factors of negative stereotypes of self-owned brands is the theoretical basis for exploring the key driving factors and strategic countermeasures for promoting the image of self-owned brands. Firstly,this paper uses the grounded theory to conduct an exploratory study on the audience's follow-up posts in eight BBS forums. It finds that the six main categories,including negative corporate image,negative domestic product image,negative government image,media rendering,indifferent awareness of domestic products and pressure of social norms,are the main factors that lead to negative stereotypes of self-owned brands. Then the category is taken as a measurement item and the main category as a latent variable. The questionnaire survey and empirical analysis show that the six main categories have a significantly positive influence on the negative stereotype of self-owned brands. On that basis,according to the influencing factors of negative stereotype of self-owned brands,the five key driving factors( i. e. corporate image driving factor,government image driving factor,media framework driving factor,consumer emotional driving factor and social norm driving factor) for the promotion of self-owned brand image are extracted. Then it discusses the impact effect of five key driving factors and countermeasures,and constructs a model of the impact effect of key driving factors for the image promotion of self-owned brands.
Promoting the image of self-owned brands is an important realistic proposition to improve the consumption environment of self-owned brands and expand the consumption market of self-owned brands. To clarify the root causes and influencing factors of negative stereotypes of self-owned brands is the theoretical basis for exploring the key driving factors and strategic countermeasures for promoting the image of self-owned brands. Firstly,this paper uses the grounded theory to conduct an exploratory study on the audience's follow-up posts in eight BBS forums. It finds that the six main categories,including negative corporate image,negative domestic product image,negative government image,media rendering,indifferent awareness of domestic products and pressure of social norms,are the main factors that lead to negative stereotypes of self-owned brands. Then the category is taken as a measurement item and the main category as a latent variable. The questionnaire survey and empirical analysis show that the six main categories have a significantly positive influence on the negative stereotype of self-owned brands. On that basis,according to the influencing factors of negative stereotype of self-owned brands,the five key driving factors( i. e. corporate image driving factor,government image driving factor,media framework driving factor,consumer emotional driving factor and social norm driving factor) for the promotion of self-owned brand image are extracted. Then it discusses the impact effect of five key driving factors and countermeasures,and constructs a model of the impact effect of key driving factors for the image promotion of self-owned brands.
引文
[1]张燚,刘进平,张锐,等.中国人国货意识淡漠的影响因素模型及其引导策略:基于扎根理论的探索性研究[J].兰州学刊,2016(5):181-195.
[2]张燚,刘进平,张锐.本土品牌负面刻板印象生成的根源及抑制对策[J].企业经济,2014(11):12-16.
[3]郭斌,张燚.本土乳品品牌负面刻板印象的生成根源及抑制对策[J].广西社会科学,2015(11):84-90.
[4]张燚,卢方杰.中国消费者本土品牌刻板印象生成的动机研究[J].四川理工学院学报(社会科学版),2018(1):66-83.
[5]江红艳,王海忠,陈增祥.心理加工模式对品牌原产国刻板印象逆转的影响:如何看待新兴国家的“新线索”[J].中山大学学报(社会科学版),2013(4):189-200.
[6]宋永高,水常青.国内消费者对本国品牌的态度及其改变的可能性研究[J].南开管理评论,2004(2):41-45.
[7]荀克宁.品牌引领:培育山东境外投资新动能[J].理论学刊,2017(4):84-89.
[8]朱强,王兴元.产品创新性感知对消费者购买意愿影响机制研究:品牌来源国形象和价格敏感性的调节作用[J].经济管理,2016(7):107-118.
[9]段巍,邓若冰,吴福象.全球价值链视角下的中国制造品牌化——一个产品性能分解的分析框架[J].产业经济研究,2018(3):1-12.
[10]兰庆强.产品来源国形象与价格折扣对消费者评价产品的影响机理研究[D].长春:吉林大学,2008.
[11]顾媛媛,陈新华.企业品牌的视觉塑造与品牌形象感知:从国际品牌形象探析我国企业自主品牌创新中的形象设计途径[J].包装世界,2008(6):46-47.
[12]姚金莹.中国元素在自主品牌形象塑造中的运用[J].现代装饰(理论),2016(1):236-237.
[13]王秀丽,韩纲.“中国制造”与国家形象传播:美国主流媒体报道30年内容分析[J].国际新闻界,2010(9):49-55.
[14]谢颖骏.提升中国品牌来源国形象策略分析[J].市场周刊(理论研究),2015(2):48-49.
[15]韩永青.中国媒体建构本土品牌形象的传播学思考[J].电视研究,2015(8):63-65.
[16]吕艳丹,张亚萍.国家形象建构中的自主品牌顶层传播战略研究:以国家领导人为载体的品牌传播模型与机制[J].现代传播,2015(4):53-58.
[17]王晓娟.发挥公益广告作用建树本土品牌形象[J].内蒙古科技与经济,2003(9):94-95.
[18]左璐,周颖.销售国形象和商店形象对来源国形象效应影响的实证研究[J].西南民族大学学报(自然科学版),2013(4):624-629.
[19]袁卓君.影响“中国制造”原产地形象的因素及对策分析[J].产业与科技论坛,2012(10):40-42.
[20]汪涛,张琴,张辉,等.如何削弱产品来源国效应:产品信息呈现方式的影响研究[J].心理学报,2012(6):841-852.
[21]张燚,刘进平,张锐,等.不同属性外国品牌负面信息披露对品牌来源国认知的影响[J].管理学报,2015(4):593-601.
[22]张燚,刘进平,张锐.负面危机事件对品牌来源国认知的影响:基于产品类型差异的调节作用[J].江西社会科学,2016(1):205-213.
[23]张燚,李冰鑫,刘进平.网络环境下顾客参与品牌价值共创模式与机制研究:以小米手机为例[J].北京工商大学学报(社会科学版),2017(1):61-72.
[24]刘小燕.优化政府形象传播[J].当代传播,2005(1):16-17.
[25]RAWWAS M Y A,RAJENDRAN K N,WUEHRER G A. The influence of world-mindedness and nationalism on consumer evaluation of domestic and foreign products[J].International Marketing Review,1996,13(2):20-38.
[26] YU J H,ALBAUM G. Sovereignty change influences on consumer ethnocentrism and product preferences:Hong Kong revisited one year later[J]. Journal of Business Research,2002,55(11):891-899.
[27]张燚,李冰鑫,刘进平.消费者国货意识形成的自我调控机制及实证研究:基于“大我—小我—国货”平衡的视角[J].西南大学学报(社会科学版),2018(1):91-104.
[28]OLSEN J E,GRANZIN K L,BISWAS A. Influencing consumers’ selection of domestic versus imported products:implications for marketing based on a model of helping behavior[J]. Journal of the Academy of Marketing Science,1993,21(4):307-321.
[29]刘进平,张燚,龚政.国货意识消费者与国货偏见消费者心理机制的比较研究——基于受众网络跟帖的质性分析[J].企业经济,2018(3):48-57.
[30]王长征,崔楠.个性消费,还是地位消费:中国人的“面子”如何影响象征型的消费者—品牌关系[J].经济管理,2011(6):84-90.
(1)因篇幅所限,文中未列出由概念发展出范畴的开放编码分析情况,留存备索。作者邮箱:670141341@qq.com。
(2)因篇幅所限,文中未列出具体的回归结果,留存备索。作者邮箱:670141341@qq. com。
[2]张燚,刘进平,张锐.本土品牌负面刻板印象生成的根源及抑制对策[J].企业经济,2014(11):12-16.
[3]郭斌,张燚.本土乳品品牌负面刻板印象的生成根源及抑制对策[J].广西社会科学,2015(11):84-90.
[4]张燚,卢方杰.中国消费者本土品牌刻板印象生成的动机研究[J].四川理工学院学报(社会科学版),2018(1):66-83.
[5]江红艳,王海忠,陈增祥.心理加工模式对品牌原产国刻板印象逆转的影响:如何看待新兴国家的“新线索”[J].中山大学学报(社会科学版),2013(4):189-200.
[6]宋永高,水常青.国内消费者对本国品牌的态度及其改变的可能性研究[J].南开管理评论,2004(2):41-45.
[7]荀克宁.品牌引领:培育山东境外投资新动能[J].理论学刊,2017(4):84-89.
[8]朱强,王兴元.产品创新性感知对消费者购买意愿影响机制研究:品牌来源国形象和价格敏感性的调节作用[J].经济管理,2016(7):107-118.
[9]段巍,邓若冰,吴福象.全球价值链视角下的中国制造品牌化——一个产品性能分解的分析框架[J].产业经济研究,2018(3):1-12.
[10]兰庆强.产品来源国形象与价格折扣对消费者评价产品的影响机理研究[D].长春:吉林大学,2008.
[11]顾媛媛,陈新华.企业品牌的视觉塑造与品牌形象感知:从国际品牌形象探析我国企业自主品牌创新中的形象设计途径[J].包装世界,2008(6):46-47.
[12]姚金莹.中国元素在自主品牌形象塑造中的运用[J].现代装饰(理论),2016(1):236-237.
[13]王秀丽,韩纲.“中国制造”与国家形象传播:美国主流媒体报道30年内容分析[J].国际新闻界,2010(9):49-55.
[14]谢颖骏.提升中国品牌来源国形象策略分析[J].市场周刊(理论研究),2015(2):48-49.
[15]韩永青.中国媒体建构本土品牌形象的传播学思考[J].电视研究,2015(8):63-65.
[16]吕艳丹,张亚萍.国家形象建构中的自主品牌顶层传播战略研究:以国家领导人为载体的品牌传播模型与机制[J].现代传播,2015(4):53-58.
[17]王晓娟.发挥公益广告作用建树本土品牌形象[J].内蒙古科技与经济,2003(9):94-95.
[18]左璐,周颖.销售国形象和商店形象对来源国形象效应影响的实证研究[J].西南民族大学学报(自然科学版),2013(4):624-629.
[19]袁卓君.影响“中国制造”原产地形象的因素及对策分析[J].产业与科技论坛,2012(10):40-42.
[20]汪涛,张琴,张辉,等.如何削弱产品来源国效应:产品信息呈现方式的影响研究[J].心理学报,2012(6):841-852.
[21]张燚,刘进平,张锐,等.不同属性外国品牌负面信息披露对品牌来源国认知的影响[J].管理学报,2015(4):593-601.
[22]张燚,刘进平,张锐.负面危机事件对品牌来源国认知的影响:基于产品类型差异的调节作用[J].江西社会科学,2016(1):205-213.
[23]张燚,李冰鑫,刘进平.网络环境下顾客参与品牌价值共创模式与机制研究:以小米手机为例[J].北京工商大学学报(社会科学版),2017(1):61-72.
[24]刘小燕.优化政府形象传播[J].当代传播,2005(1):16-17.
[25]RAWWAS M Y A,RAJENDRAN K N,WUEHRER G A. The influence of world-mindedness and nationalism on consumer evaluation of domestic and foreign products[J].International Marketing Review,1996,13(2):20-38.
[26] YU J H,ALBAUM G. Sovereignty change influences on consumer ethnocentrism and product preferences:Hong Kong revisited one year later[J]. Journal of Business Research,2002,55(11):891-899.
[27]张燚,李冰鑫,刘进平.消费者国货意识形成的自我调控机制及实证研究:基于“大我—小我—国货”平衡的视角[J].西南大学学报(社会科学版),2018(1):91-104.
[28]OLSEN J E,GRANZIN K L,BISWAS A. Influencing consumers’ selection of domestic versus imported products:implications for marketing based on a model of helping behavior[J]. Journal of the Academy of Marketing Science,1993,21(4):307-321.
[29]刘进平,张燚,龚政.国货意识消费者与国货偏见消费者心理机制的比较研究——基于受众网络跟帖的质性分析[J].企业经济,2018(3):48-57.
[30]王长征,崔楠.个性消费,还是地位消费:中国人的“面子”如何影响象征型的消费者—品牌关系[J].经济管理,2011(6):84-90.
(1)因篇幅所限,文中未列出由概念发展出范畴的开放编码分析情况,留存备索。作者邮箱:670141341@qq.com。
(2)因篇幅所限,文中未列出具体的回归结果,留存备索。作者邮箱:670141341@qq. com。