营销策略对品牌资产的影响机理研究
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摘要
在过去数十年，品牌化已经成为营销学术界的顶级研究课题和方向，品牌资产被广泛地视为衡量品牌化战略有效性的重要指标。但是，近年来关于品牌资产的研究无论是在研究内容还是在行业应用方面都存在一定的不足。在研究内容方面，主要集中在品牌资产的概念、构成维度和测量方面，而对于品牌资产的来源和影响因素的研究较少；在行业应用方面，主要集中在快速消费品行业，而对于耐用品行业的研究较少。这为品牌资产的进一步拓展性研究提供了新的空间和切入点。随着房地产市场的繁荣和人们生活水平的提高，家具市场得到了迅速发展，竞争也异常激烈。住宅家具企业为了竞争的胜利，从对产品的关注转移到对品牌的关注。本文借鉴以往的研究成果，全面考察住宅家具产品的营销策略，以顾客价值为中介，构建营销策略通过顾客价值对品牌品牌资产的作用模型，并采用结构方程模型对其进行实证研究。
研究结果表明：（1）在中国本土文化背景下，基于顾客视角的品牌资产由品牌知名度、感知质量、品牌联想和品牌忠诚四维度构成，并在住宅家具业得到了证实；（2）在中国本土文化背景下，顾客感知价值由功能价值、情感价值、社会价值和感知成本四维度构成，并在住宅家具业得到了证实；（3）利用焦点小组访谈和以往文献，调整开发了住宅家具产品的营销策略，包括款式设计、产品/服务质量、价格、广告支出和价格促销等五大营销活动；（4）营销策略通过顾客价值的中介作用影响品牌资产，且顾客价值的中介效应明显。
Over the Past few decades， branding has become the top research topic inmarketing academics. Brand equity is widely regarded as an important indicator tomeasure the effectiveness of brand strategy. In the content, more research focusedon concept, constitute dimensions and measurements of brand equity, and lessresearch about sources and influencing factors of brand equity. In the industrialapplication, the research was mainly in the fast moving consumer goods industrywhile less in the durable goods industry, which provides a new space and startingpoint for the further expansion of the brand equity research. With the housingboom and the improvement of living standards of the people, residential furnituremarket has been developing rapidly, and competition is very fierce. In order to winthe competition, furniture companies focus on brand from products. Accordingly,this paper will explore the process and path of marketing strategy influencing onbrand equity with mediating variable as customer perceived value based oncustomer on the basis of previous studies.
Through theoretical analysis and empirical testing, findings obtained are asfollows:(1) The classification system of four dimensional brand equity from thewestern countries is applied into the study of China's residential furniture market,that is brand awareness, perceived quality, brand association and brand loyalty, andwhich is empirically supported.(2) Customer perceived value is divided intofunctional value, affectional value, social value, and perceived cost.(3) Identifythe marketing strategy of residential furniture including style design,product/service quality, price, advertising expenditure, and price promotion, whichare supported by empirical study.（4）Impact of marketing strategy on brand equitythrough CPV is verified and the mediated effect of CPV is great.
研究结果表明：（1）在中国本土文化背景下，基于顾客视角的品牌资产由品牌知名度、感知质量、品牌联想和品牌忠诚四维度构成，并在住宅家具业得到了证实；（2）在中国本土文化背景下，顾客感知价值由功能价值、情感价值、社会价值和感知成本四维度构成，并在住宅家具业得到了证实；（3）利用焦点小组访谈和以往文献，调整开发了住宅家具产品的营销策略，包括款式设计、产品/服务质量、价格、广告支出和价格促销等五大营销活动；（4）营销策略通过顾客价值的中介作用影响品牌资产，且顾客价值的中介效应明显。
Over the Past few decades， branding has become the top research topic inmarketing academics. Brand equity is widely regarded as an important indicator tomeasure the effectiveness of brand strategy. In the content, more research focusedon concept, constitute dimensions and measurements of brand equity, and lessresearch about sources and influencing factors of brand equity. In the industrialapplication, the research was mainly in the fast moving consumer goods industrywhile less in the durable goods industry, which provides a new space and startingpoint for the further expansion of the brand equity research. With the housingboom and the improvement of living standards of the people, residential furnituremarket has been developing rapidly, and competition is very fierce. In order to winthe competition, furniture companies focus on brand from products. Accordingly,this paper will explore the process and path of marketing strategy influencing onbrand equity with mediating variable as customer perceived value based oncustomer on the basis of previous studies.
Through theoretical analysis and empirical testing, findings obtained are asfollows:(1) The classification system of four dimensional brand equity from thewestern countries is applied into the study of China's residential furniture market,that is brand awareness, perceived quality, brand association and brand loyalty, andwhich is empirically supported.(2) Customer perceived value is divided intofunctional value, affectional value, social value, and perceived cost.(3) Identifythe marketing strategy of residential furniture including style design,product/service quality, price, advertising expenditure, and price promotion, whichare supported by empirical study.（4）Impact of marketing strategy on brand equitythrough CPV is verified and the mediated effect of CPV is great.
引文
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