摘要
企业品牌导向在激烈的市场竞争中具有重要的战略引领作用。本研究以中国A股上市公司中360家典型企业为研究对象,选取目标企业2016年的相关年报数据,运用多种统计分析方法探讨变革型领导、交易型领导和模糊型领导对企业品牌导向的差异化影响。研究结果表明:相对于交易型领导和模糊型领导,变革型领导更加倾向于品牌导向战略的实施;变革型领导对企业品牌导向具有显著正向影响,交易型领导对该战略的积极作用则受到一定限制。研究结果对致力于实施品牌导向战略的企业具有一定的启示意义,招聘和培训具有变革型领导风格的团队负责人有助于帮助企业取得更大的品牌价值和更好的企业效益。
Enterprise brand orientation plays an important strategic role in the fierce market competition. In this study,360 typical enterprises in China's A-share listed companies were selected as the research object,and the relevant annual data of the target enterprises in 2016 were selected. It used various statistical analysis techniques to explore the differentiation among transformational leadership,transactional leadership and fuzzy leadership toward the brand orientation. The research shows that the transformational leadership is more inclined to the implementation of the brand-oriented strategy than the others. The behavior of transformational leadership has a prominent positive influence toward the brand orientation, however, the transactional leadership suffer from the positive effect of the strategy. The results of the study are of great significance to the enterprises that are committed to the implementation of the brand-oriented strategy. The recruitment and training of a team leader with a transformative leadership character will contribute to help enterprises achieve greater brand value and better business efficiency.
引文
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