质量强国战略下的企业品牌导向发展模式研究——内涵、逻辑与未来展望
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摘要
质量强国战略是促进当前中国转型发展的重要国家战略。关于这一战略的具体实践路径,尚缺乏理论依据。在分析近年来学者们提出的品牌导向发展模式内涵的基础上,本研究提出:在企业层面贯彻品牌导向发展模式是国家宏观层面实现质量强国战略目标的关键途径;为此,阐述了企业贯彻品牌导向模式对质量强国战略目标的支撑逻辑;并出于揭示"企业该如何贯彻品牌导向发展模式"的目的,分析了品牌导向型公司的战略逻辑、品牌导向模式的驱动因素以及对企业绩效的影响效应和作用机制等;最后还探讨了值得未来进一步研究的议题。研究对理解品牌导向发展模式促进质量强国战略目标实现的逻辑具有理论意义,对中国企业认识并践行品牌导向发展模式具有实践启示。
"A country strong on quality"is a significant national strategy targeted at China's transition and development in recent years. However, there are few theoretical foundations on how to implement the strategy. By analyzing the connotations of brand-oriented corporate development approach coined by Urde et al. in 1994, the author argues that implementing brand orientation at the firm level can help achieve the goal of realizing "a country strong on quality"strategy. The article also demonstrates the supporting mechanism of brand orientation implementation. Further, to reveal how to implement brand orientation at a firm level, the strategic logics, antecedents and consequences of brand orientation are discussed. Finally, issues deserving exploration in future studies are also discussed. This article can theoretically contribute to the existing literatures on the supporting mechanism of brand orientation on the strategic goals of "a country strong on quality". It also can enlighten practitioners on the connotations, antecedent and consequences of brand orientation.
"A country strong on quality"is a significant national strategy targeted at China's transition and development in recent years. However, there are few theoretical foundations on how to implement the strategy. By analyzing the connotations of brand-oriented corporate development approach coined by Urde et al. in 1994, the author argues that implementing brand orientation at the firm level can help achieve the goal of realizing "a country strong on quality"strategy. The article also demonstrates the supporting mechanism of brand orientation implementation. Further, to reveal how to implement brand orientation at a firm level, the strategic logics, antecedents and consequences of brand orientation are discussed. Finally, issues deserving exploration in future studies are also discussed. This article can theoretically contribute to the existing literatures on the supporting mechanism of brand orientation on the strategic goals of "a country strong on quality". It also can enlighten practitioners on the connotations, antecedent and consequences of brand orientation.
引文
[1]支树平.建设质量强国的基本遵循---学习贯彻习近平同志关于质量问题的重要论述[N].人民日报,2016-2-16(07).
[2]葛志荣.大力实施品牌战略,努力建设质量强国---学习李克强总理《政府工作报告》的体会[J].中国品牌,2017(04):34-35.
[3]孙慧中.建设质量强国之路---提品质,入民心[J].品牌与标准化,2016(07):8-11.
[4][40][49]中国社会科学院工业经济研究所“质量强国”研究课题组.中国经济转型中质量强国战略框架体系[J].财经智库,2017,2(05):23-40.
[5][27][71][81][83][85][99][113][147][159]Huang Y T,Tsai Y T.Antecedents and consequences of brand-oriented companies[J].European Journal of Marketing,2013,47(11/12):2020-2041.
[6][7][10][15][22][28][36][45][58][62][66][69][73][92][168]Urde M.Brand orientation:A mindset for building brands into strategic resources[J].Journal of Marketing Management,1999,15(1-3):117-133.
[8][11][33][35][38][39][46][51][59][77][82][84][87][98][167][169][170]Urde M,Baumgarth C,Merrilees B.Brand orientation and market orientation-From alternatives to synergy[J].Journal of Business Research,2013,66(1):13-20.
[9][16][21][37][47][61][74][93]Urde M.Brand orientation a strategy for survival[J].Journal of Consumer Marketing,1994,11(3):18-32.
[12][17][23][42][65][68][126][157]Laforet S.Managing Brands:A Contemporary Perspective[M].London,McGraw-Hill Education,2010.
[13]Blackett T.Brand and trademark evaluation What’s happening now?[J].Marketing Intelligence&Planning,1993,11(11):28-30.
[14]Rubinstein H.“Brand First”Management[J].Journal of Marketing Management,1996,12(4):269-280.
[18]Balmer J M T.Corporate identity and the advent of corporate marketing[J].Journal of Marketing Management,1998,14(8):963-996.
[19]Balmer J M T,Gray E R.Corporate brands:What are they?What of them?[J].European Journal of Marketing,2003,37(7/8):972-997.
[20]Hatch M J,Schultz M.Relations between organizational culture,identity and image[J].European Journal of Marketing,1997,31(5/6):356-365.
[24]Aaker D A.Building strong brands[M].Simon and Schuster,2012.
[25][94]Bridson K,Evans J.The secret to a fashion advantage is brand orientation[J].International Journal of Retail&Distribution Management,2004,32(8):403-411.
[26]Baumgarth C.Brand orientation of museums:Model and empirical results[J].International Journal of Arts Management,2009,11(3):30-45.
[29]Hamel G,Prahalad C K.Strategic intent[J].Harvard Business Review,1989,67(3):63-76.
[30]Collins J,Porras J.Built to last[M].London:Century Business Books,1998.
[31]Alvesson M,Berg P O.Corporate culture and organizational symbolism:An overview[M].Walter de Gruyter,1992.
[32]Mintzberg H,Ahlstrand B,Lampel J.Strategy safari:A guided tour through the wilds of strategic management[M].New York:The Free Press,2001.
[34][52]Lee W J,O’Cass A,Sok P.Unpacking brand management superiority:Examining the interplay of brand management capability,brand orientation and formalisation[J].European Journal of Marketing,2017,51(1):177-199.
[41]“制造质量强国战略研究”课题组.制造质量强国战略[J].中国工程科学,2015,17(07):24-28.
[43][63][64][90][91][96][97]Keller K L.Strategic brand management:Building measuring,and managing brand equity(3rd ed.)[M].Prentice Hall,Upper Saddle River,NJ,2008.
[44]陈世清.什么是供给侧改革?[EB/OL].求是网,2016-01-04.http://www.qstheory.cn/laigao/2016-01/04/c_1117654493.htm.
[48][50]施振荣.再造宏基[M].上海:上海远东出版社,1996.114.
[53][115]Boso N,Carter P S,Annan J.When is brand orientation a useful strategic posture?[J].Journal of Brand Management,2016,23(4):363-382.
[54][120]Laukkanen T,Tuominen S,Reijonen H,Hirvonen S.Does market orientation pay off without brand orientation?Astudy of small business entrepreneurs[J].Journal of Marketing Management,2016,32(7-8):673-694.
[55][137][140]何佳讯.长期品牌管理[M].上海:格致出版社,2016.1-27.
[56]何佳讯.品牌的逻辑[M].北京:机械工业出版社,2017.51.
[57]李杰.品牌审美与管理[M].北京:机械工业出版社,2014.6.
[60]郑毓煌.营销:人人都需要的一门课[M].北京:机械工业出版社,2016.34.
[67][139]Kapferer J N.Strategic brand management:New approaches to creating and evaluating brand equity[M].New York:The Free Press,1992.
[70]Hall D J,Saias M A.Strategy follows structure![J].Strategic Management Journal,1980,1(2):149-163.
[72][104][125]Hankinson P.Brand orientation in the charity sector:A framework for discussion and research[J].International Journal of Nonprofit and Voluntary Sector Marketing,2001,6(3):231-242.
[75][78][89][95]Reid M,Luxton S,Mavondo F.The relationship between integrated marketing communication,market orientation,and brand orientation[J].Journal of Advertising,2005,34(4):11-23.
[76][101][110][141][146][161]Baumgarth C.“Living the brand”:Brand orientation in the business-to-business sector[J].European Journal of Marketing,2010,44(5):653-671.
[79]Schwartz H,Davis S M.Matching corporate culture and business strategy[J].Organizational Dynamics,1981,10(1):30-48.
[80]Wong H Y,Merrilees B.A brand orientation typology for SMEs:A case research approach[J].Journal of Product&Brand Management,2005,14(3):155-162.
[86]Gyrd-Jones R I,Helm C,Munk J.Exploring the impact of silos in achieving brand orientation[J].Journal of Marketing Management,2013,29(9-10):1056-1078.
[88][158]Barney J,Wright M,Ketchen Jr D J.The resource-based view of the firm:Ten years after 1991[J].Journal of Management,2001,27(6):625-641.
[100][109][132][144][160][162]Wong H Y,Merrilees B.The performance benefits of being brand-orientated[J].Journal of Product&Brand Management,2008,17(6):372-383.
[102][106][152]Reijonen H,Laukkanen T,Komppula R,Tuominen S.Are growing SMEs more market-oriented and brandoriented?[J].Journal of Small Business Management,2012,50(4):699-716.
[103][107][121][142][153]Hankinson G.The measurement of brand orientation,its performance impact,and the role of leadership in the context of destination branding:An exploratory study[J].Journal of Marketing Management,2012,28(7/8):974-999.
[105]Evans J,Bridson K,Rentschler R.Drivers,impediments and manifestations of brand orientation:An international museum study[J].European Journal of Marketing,2012,46(11/12):1457-1475.
[108][118][136][143][149][154]黄磊,吴朝彦.B2B品牌导向对品牌绩效的影响机制研究:供应商资源投入的关键作用[J].管理评论,2017,29(9):181-192.
[111][1335][150][155]Baumgarth C,Schmidt M.How strong is the business-to-business brand in the workforce?An empirically-tested model of‘internal brand equity’in a business-to-business setting[J].Industrial Marketing Management,2010,39(8):1250-1260.
[112]Gromark J,Melin F.The underlying dimensions of brand orientation and its impact on financial performance[J].Journal of Brand Management,2011,18(6):394-410.
[114][131]Hirvonen S,Laukkanen T.Brand orientation in small firms:An empirical test of the impact on brand performance[J].Journal of Strategic Marketing,2014,22(1):41-58.
[116][134][148]Zhang J,Jiang Y,Shabbir R,Zhu M.How brand orientation impacts B2B service brand equity?An empirical study among Chinese firms[J].Journal of Business&Industrial Marketing,2016,31(1):83-98.
[117]Tajeddini K,Ratten V.The moderating effect of brand orientation on inter-firm market orientation and performance[J].Journal of Strategic Marketing,2017,in press.
[119]Laforet S.Effects of organisational culture on brand portfolio performance[J].Journal of Marketing Communications,2017,23(1):92-110.
[122][156]Liu G,Ko W W,Chapleo C.Managing employee attention and internal branding[J].Journal of Business Research,2017,79(October):1-11.
[123]Hankinson P.The impact of brand orientation on managerial practice:A quantitative study of the UK’s top 500 fundraising managers[J].International Journal of Nonprofit and Voluntary Sector Marketing,2002,7(1):30-44.
[124]Aurand T W,Gorchels L,Bishop T R.Human resource management's role in internal branding:An opportunity for crossfunctional brand message synergy[J].Journal of Product&Brand Management,2005,14(3):163-169.
[127]King C,Grace D.Exploring managers’perspectives of the impact of brand management strategies on employee roles within a service firm[J].Journal of Services Marketing,2006,20(6):369-380.
[128][130]Papasolomou I,Vrontis D.Building corporate branding through internal marketing:The case of the UK retail bank industry[J].Journal of Product&Brand Management,2006,15(1):37-47.
[129]Punjaisri K,Evanschitzky H,Wilson A.Internal branding:An enabler of employees’brand-supporting behaviours[J].Journal of Service Management,2009,20(2):209-226.
[135]Azizi S,Ghytasivand F,Fakharmanesh S.Impact of brand orientation,internal marketing and job satisfaction on the internal brand equity:The case of Iranian's food and pharmaceutical companies[J].International Review of Management and Marketing,2012,2(2):122-129.
[138]Keller K L.Conceptualizing,measuring,and managing customer-based brand equity[J].Journal of Marketing,1993,57(1):1-22.
[145][151]Wong H Y,Merrilees B.Closing the marketing strategy to performance gap:The role of brand orientation[J].Journal of Strategic Marketing,2007,15(5):387-402.
[163]Herrmann P,Nadkarni S.Managing strategic change:The duality of CEO personality[J].Strategic Management Journal,2014,35(9):1318-1342.
[164]Wang H,Tsui A S,Xin K R.CEO leadership behaviors,organizational performance,and employees’attitudes[J].The Leadership Quarterly,2011,22(1):92-105.
[165]Hambrick D C,Mason P A.Upper echelons:The organization as a reflection of its top managers[J].Academy of Management Review,1984,9(2):193-206.
[166]Wallace E,Buil I,De Chernatony L.Brand orientation and brand values in retail banking[J].Journal of Marketing Management,2013,29(9-10):1007-1029.
(1)基于这一定义,本文中“品牌导向”和“品牌导向发展模式”具有相同的含义;后续根据表达需要,交替使用两词。
(1)品牌导向型公司指贯彻品牌导向发展模式的企业。
[2]葛志荣.大力实施品牌战略,努力建设质量强国---学习李克强总理《政府工作报告》的体会[J].中国品牌,2017(04):34-35.
[3]孙慧中.建设质量强国之路---提品质,入民心[J].品牌与标准化,2016(07):8-11.
[4][40][49]中国社会科学院工业经济研究所“质量强国”研究课题组.中国经济转型中质量强国战略框架体系[J].财经智库,2017,2(05):23-40.
[5][27][71][81][83][85][99][113][147][159]Huang Y T,Tsai Y T.Antecedents and consequences of brand-oriented companies[J].European Journal of Marketing,2013,47(11/12):2020-2041.
[6][7][10][15][22][28][36][45][58][62][66][69][73][92][168]Urde M.Brand orientation:A mindset for building brands into strategic resources[J].Journal of Marketing Management,1999,15(1-3):117-133.
[8][11][33][35][38][39][46][51][59][77][82][84][87][98][167][169][170]Urde M,Baumgarth C,Merrilees B.Brand orientation and market orientation-From alternatives to synergy[J].Journal of Business Research,2013,66(1):13-20.
[9][16][21][37][47][61][74][93]Urde M.Brand orientation a strategy for survival[J].Journal of Consumer Marketing,1994,11(3):18-32.
[12][17][23][42][65][68][126][157]Laforet S.Managing Brands:A Contemporary Perspective[M].London,McGraw-Hill Education,2010.
[13]Blackett T.Brand and trademark evaluation What’s happening now?[J].Marketing Intelligence&Planning,1993,11(11):28-30.
[14]Rubinstein H.“Brand First”Management[J].Journal of Marketing Management,1996,12(4):269-280.
[18]Balmer J M T.Corporate identity and the advent of corporate marketing[J].Journal of Marketing Management,1998,14(8):963-996.
[19]Balmer J M T,Gray E R.Corporate brands:What are they?What of them?[J].European Journal of Marketing,2003,37(7/8):972-997.
[20]Hatch M J,Schultz M.Relations between organizational culture,identity and image[J].European Journal of Marketing,1997,31(5/6):356-365.
[24]Aaker D A.Building strong brands[M].Simon and Schuster,2012.
[25][94]Bridson K,Evans J.The secret to a fashion advantage is brand orientation[J].International Journal of Retail&Distribution Management,2004,32(8):403-411.
[26]Baumgarth C.Brand orientation of museums:Model and empirical results[J].International Journal of Arts Management,2009,11(3):30-45.
[29]Hamel G,Prahalad C K.Strategic intent[J].Harvard Business Review,1989,67(3):63-76.
[30]Collins J,Porras J.Built to last[M].London:Century Business Books,1998.
[31]Alvesson M,Berg P O.Corporate culture and organizational symbolism:An overview[M].Walter de Gruyter,1992.
[32]Mintzberg H,Ahlstrand B,Lampel J.Strategy safari:A guided tour through the wilds of strategic management[M].New York:The Free Press,2001.
[34][52]Lee W J,O’Cass A,Sok P.Unpacking brand management superiority:Examining the interplay of brand management capability,brand orientation and formalisation[J].European Journal of Marketing,2017,51(1):177-199.
[41]“制造质量强国战略研究”课题组.制造质量强国战略[J].中国工程科学,2015,17(07):24-28.
[43][63][64][90][91][96][97]Keller K L.Strategic brand management:Building measuring,and managing brand equity(3rd ed.)[M].Prentice Hall,Upper Saddle River,NJ,2008.
[44]陈世清.什么是供给侧改革?[EB/OL].求是网,2016-01-04.http://www.qstheory.cn/laigao/2016-01/04/c_1117654493.htm.
[48][50]施振荣.再造宏基[M].上海:上海远东出版社,1996.114.
[53][115]Boso N,Carter P S,Annan J.When is brand orientation a useful strategic posture?[J].Journal of Brand Management,2016,23(4):363-382.
[54][120]Laukkanen T,Tuominen S,Reijonen H,Hirvonen S.Does market orientation pay off without brand orientation?Astudy of small business entrepreneurs[J].Journal of Marketing Management,2016,32(7-8):673-694.
[55][137][140]何佳讯.长期品牌管理[M].上海:格致出版社,2016.1-27.
[56]何佳讯.品牌的逻辑[M].北京:机械工业出版社,2017.51.
[57]李杰.品牌审美与管理[M].北京:机械工业出版社,2014.6.
[60]郑毓煌.营销:人人都需要的一门课[M].北京:机械工业出版社,2016.34.
[67][139]Kapferer J N.Strategic brand management:New approaches to creating and evaluating brand equity[M].New York:The Free Press,1992.
[70]Hall D J,Saias M A.Strategy follows structure![J].Strategic Management Journal,1980,1(2):149-163.
[72][104][125]Hankinson P.Brand orientation in the charity sector:A framework for discussion and research[J].International Journal of Nonprofit and Voluntary Sector Marketing,2001,6(3):231-242.
[75][78][89][95]Reid M,Luxton S,Mavondo F.The relationship between integrated marketing communication,market orientation,and brand orientation[J].Journal of Advertising,2005,34(4):11-23.
[76][101][110][141][146][161]Baumgarth C.“Living the brand”:Brand orientation in the business-to-business sector[J].European Journal of Marketing,2010,44(5):653-671.
[79]Schwartz H,Davis S M.Matching corporate culture and business strategy[J].Organizational Dynamics,1981,10(1):30-48.
[80]Wong H Y,Merrilees B.A brand orientation typology for SMEs:A case research approach[J].Journal of Product&Brand Management,2005,14(3):155-162.
[86]Gyrd-Jones R I,Helm C,Munk J.Exploring the impact of silos in achieving brand orientation[J].Journal of Marketing Management,2013,29(9-10):1056-1078.
[88][158]Barney J,Wright M,Ketchen Jr D J.The resource-based view of the firm:Ten years after 1991[J].Journal of Management,2001,27(6):625-641.
[100][109][132][144][160][162]Wong H Y,Merrilees B.The performance benefits of being brand-orientated[J].Journal of Product&Brand Management,2008,17(6):372-383.
[102][106][152]Reijonen H,Laukkanen T,Komppula R,Tuominen S.Are growing SMEs more market-oriented and brandoriented?[J].Journal of Small Business Management,2012,50(4):699-716.
[103][107][121][142][153]Hankinson G.The measurement of brand orientation,its performance impact,and the role of leadership in the context of destination branding:An exploratory study[J].Journal of Marketing Management,2012,28(7/8):974-999.
[105]Evans J,Bridson K,Rentschler R.Drivers,impediments and manifestations of brand orientation:An international museum study[J].European Journal of Marketing,2012,46(11/12):1457-1475.
[108][118][136][143][149][154]黄磊,吴朝彦.B2B品牌导向对品牌绩效的影响机制研究:供应商资源投入的关键作用[J].管理评论,2017,29(9):181-192.
[111][1335][150][155]Baumgarth C,Schmidt M.How strong is the business-to-business brand in the workforce?An empirically-tested model of‘internal brand equity’in a business-to-business setting[J].Industrial Marketing Management,2010,39(8):1250-1260.
[112]Gromark J,Melin F.The underlying dimensions of brand orientation and its impact on financial performance[J].Journal of Brand Management,2011,18(6):394-410.
[114][131]Hirvonen S,Laukkanen T.Brand orientation in small firms:An empirical test of the impact on brand performance[J].Journal of Strategic Marketing,2014,22(1):41-58.
[116][134][148]Zhang J,Jiang Y,Shabbir R,Zhu M.How brand orientation impacts B2B service brand equity?An empirical study among Chinese firms[J].Journal of Business&Industrial Marketing,2016,31(1):83-98.
[117]Tajeddini K,Ratten V.The moderating effect of brand orientation on inter-firm market orientation and performance[J].Journal of Strategic Marketing,2017,in press.
[119]Laforet S.Effects of organisational culture on brand portfolio performance[J].Journal of Marketing Communications,2017,23(1):92-110.
[122][156]Liu G,Ko W W,Chapleo C.Managing employee attention and internal branding[J].Journal of Business Research,2017,79(October):1-11.
[123]Hankinson P.The impact of brand orientation on managerial practice:A quantitative study of the UK’s top 500 fundraising managers[J].International Journal of Nonprofit and Voluntary Sector Marketing,2002,7(1):30-44.
[124]Aurand T W,Gorchels L,Bishop T R.Human resource management's role in internal branding:An opportunity for crossfunctional brand message synergy[J].Journal of Product&Brand Management,2005,14(3):163-169.
[127]King C,Grace D.Exploring managers’perspectives of the impact of brand management strategies on employee roles within a service firm[J].Journal of Services Marketing,2006,20(6):369-380.
[128][130]Papasolomou I,Vrontis D.Building corporate branding through internal marketing:The case of the UK retail bank industry[J].Journal of Product&Brand Management,2006,15(1):37-47.
[129]Punjaisri K,Evanschitzky H,Wilson A.Internal branding:An enabler of employees’brand-supporting behaviours[J].Journal of Service Management,2009,20(2):209-226.
[135]Azizi S,Ghytasivand F,Fakharmanesh S.Impact of brand orientation,internal marketing and job satisfaction on the internal brand equity:The case of Iranian's food and pharmaceutical companies[J].International Review of Management and Marketing,2012,2(2):122-129.
[138]Keller K L.Conceptualizing,measuring,and managing customer-based brand equity[J].Journal of Marketing,1993,57(1):1-22.
[145][151]Wong H Y,Merrilees B.Closing the marketing strategy to performance gap:The role of brand orientation[J].Journal of Strategic Marketing,2007,15(5):387-402.
[163]Herrmann P,Nadkarni S.Managing strategic change:The duality of CEO personality[J].Strategic Management Journal,2014,35(9):1318-1342.
[164]Wang H,Tsui A S,Xin K R.CEO leadership behaviors,organizational performance,and employees’attitudes[J].The Leadership Quarterly,2011,22(1):92-105.
[165]Hambrick D C,Mason P A.Upper echelons:The organization as a reflection of its top managers[J].Academy of Management Review,1984,9(2):193-206.
[166]Wallace E,Buil I,De Chernatony L.Brand orientation and brand values in retail banking[J].Journal of Marketing Management,2013,29(9-10):1007-1029.
(1)基于这一定义,本文中“品牌导向”和“品牌导向发展模式”具有相同的含义;后续根据表达需要,交替使用两词。
(1)品牌导向型公司指贯彻品牌导向发展模式的企业。