基于利益相关者视角的品牌价值创造机理分析
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摘要
品牌关系是品牌理论研究的一个重要概念和热点问题,建立并维系一个良好的品牌关系就等于为品牌的长远发展奠定了坚实基础。但研究品牌关系不能脱离品牌价值的研究,因为品牌价值的研究是品牌理论研究中最核心的部分。品牌理论虽然非常丰富,关于品牌价值的系统研究却相对较少。现有各种重要的品牌理论,如品牌形象、品牌识别、品牌资产、品牌传播、品牌定位等等,都在不同程度上涉及到品牌价值的研究,但却对品牌价值本质及其来源看法并不一致,很多研究都仅局限于品牌——消费者二者之间的关系,本论文在对国内外品牌理论研究文献进行综述和分析的基础上,结合当前企业品牌化战略实施过程中所暴露出的问题,提出品牌理论的研究视角应更多地放在如何协调多方品牌利益相关者上面来,并主张通过强化品牌关系不断提升品牌价值。
论文首先对国内外品牌理论相关文献进行综述,借此论述品牌关系对品牌价值创造的影响;其次,通过对品牌关系演化进程进行分析,并结合生态学相关原理,阐述基于品牌利益相关者视角对于品牌理论的深入研究具有重要意义;再次,结合当前品牌理论研究热点——品牌关系研究以及社会学相关原理,阐述了构建品牌关系网的必要性、可能性及其对提升品牌价值和促进品牌发展的重要意义;然后,通过基于利益相关者互动关系品牌价值理论研究述评,识别不同利益相关者需求差异性,阐述通过有效互动对品牌价值创造的重要意义并提出品牌价值创造机理框架;最后,构建了一个企业内部亚品牌关系网,并通过组织结构优化设计使之更利于企业品牌的发展。
The brand relation is an important concept and hot problem of the brand theories research, establishing and maintaining a good brand relationship is equal to laying a solid foundation for the long term of brand development. But the research of brand relationships can not be divorced from the research of brand value, because it’s the core part of the research of brand theories. Although brand theory is very rich, the systematic research is relatively short. Now, the variously important brand theories, such as brand image, brand recognition, brand equity, brand communication, brand positioning, and so on, in varying degrees, related to the value of brand research, but there is still no consistent result according to the nature of brand value, many researches are only limited to the relation between the brands and its’consumers. On the basis of summarizing and analyzing the domestic and foreign brands literature, and with the problem exposed to the implementation process of corporate brand strategy, the paper bring forwards the brand theories research perspective should be more on how to co-ordinate multi-brand stakeholders, and insists that the brand value should be enhanced through strengthening the brand relation.
Firstly, the paper summarize the domestic and foreign literature related to brand, theories, discusses brand relationships to the creation of brand value; Secondly, with the analysis of the evolution of the brand relation and in conjunction with the relevant principles of ecology, the paper focus on the important significance for brand theories further study based on brand stakeholders perspective; Thirdly, with the hot topic of current brand research—the research of brand relation and relevant sociology principle, focus on the necessity and the possibility and great significance for upgrading the brand valve and promoting the brand development when building the brand relation network; Fourthly, through the review of brand valve theories based on stakeholders perspective, identifying the demand difference between different stakeholders, focusing on the great significance for upgrade brand valve through effective interaction and bringing the framework of the brand valve creation mechanism; Lastly, constructs a secondary brand relation network inside enterprise, and then through the organizational structure optimization, the enterprise can make brand get further development.
论文首先对国内外品牌理论相关文献进行综述,借此论述品牌关系对品牌价值创造的影响;其次,通过对品牌关系演化进程进行分析,并结合生态学相关原理,阐述基于品牌利益相关者视角对于品牌理论的深入研究具有重要意义;再次,结合当前品牌理论研究热点——品牌关系研究以及社会学相关原理,阐述了构建品牌关系网的必要性、可能性及其对提升品牌价值和促进品牌发展的重要意义;然后,通过基于利益相关者互动关系品牌价值理论研究述评,识别不同利益相关者需求差异性,阐述通过有效互动对品牌价值创造的重要意义并提出品牌价值创造机理框架;最后,构建了一个企业内部亚品牌关系网,并通过组织结构优化设计使之更利于企业品牌的发展。
The brand relation is an important concept and hot problem of the brand theories research, establishing and maintaining a good brand relationship is equal to laying a solid foundation for the long term of brand development. But the research of brand relationships can not be divorced from the research of brand value, because it’s the core part of the research of brand theories. Although brand theory is very rich, the systematic research is relatively short. Now, the variously important brand theories, such as brand image, brand recognition, brand equity, brand communication, brand positioning, and so on, in varying degrees, related to the value of brand research, but there is still no consistent result according to the nature of brand value, many researches are only limited to the relation between the brands and its’consumers. On the basis of summarizing and analyzing the domestic and foreign brands literature, and with the problem exposed to the implementation process of corporate brand strategy, the paper bring forwards the brand theories research perspective should be more on how to co-ordinate multi-brand stakeholders, and insists that the brand value should be enhanced through strengthening the brand relation.
Firstly, the paper summarize the domestic and foreign literature related to brand, theories, discusses brand relationships to the creation of brand value; Secondly, with the analysis of the evolution of the brand relation and in conjunction with the relevant principles of ecology, the paper focus on the important significance for brand theories further study based on brand stakeholders perspective; Thirdly, with the hot topic of current brand research—the research of brand relation and relevant sociology principle, focus on the necessity and the possibility and great significance for upgrading the brand valve and promoting the brand development when building the brand relation network; Fourthly, through the review of brand valve theories based on stakeholders perspective, identifying the demand difference between different stakeholders, focusing on the great significance for upgrade brand valve through effective interaction and bringing the framework of the brand valve creation mechanism; Lastly, constructs a secondary brand relation network inside enterprise, and then through the organizational structure optimization, the enterprise can make brand get further development.
引文
[1] Duncan、Moriarty 著. 廖宜怡译. 品牌至尊(M). 北京: 华夏出版社,1998.12
[2] Blackston, Max. Observations: building brand equity by managing the brand’s relationships. Journal of Advertising Research, Nov/Dec2000, Vol. 40 Issue 6, p101-105
[3] Keller, Kevin Lane. The Effects Of Corporate Branding Strategies On Brand Equity. Advances in Consumer Research, 1993, Vol. 20 Issue 1, p27
[4] Biel, Alexander L.. How brand image drives brand equity. Journal of Advertising Research, Nov/Dec1992, Vol. 32 Issue 6
[5] 马永生. 品牌关系管理——营销理论的新发展(J) .财经研究, 2001(12)
[6] 苏晓东等著.720o品牌管理:概念与应用(M).北京:中信出版社,2002.3
[7] 申光龙著. 整合营销传播战略管理(M). 北京: 中国物资出版社,2001.6
[8] Winkler 著. 赵怡等译. 快速建立品牌(M). 北京: 机械工业出版社,2000.8
[9] 王兴元.名牌生态系统初探(J).中外科技信息,2000(2)
[10] 张燚、张锐. 品牌生态管理:21 世纪品牌管理的新趋势(J). 财贸研究, 2003(2)
[11] Aaker(1991) David Aaker. Managing Brand Equity(M). Free Press,1991
[12] Erwin(1996) Ephron, Erwin. Brand-centric Brainwashing (J). Advertising Age,1996, Vol. 67
[13] McEwen(2004) William J. McEwen. Building a Brand Relationship(J). Gallup Management Journal Online,2004, April, 1-3
[14] 范秀成.体验营销:企业赢得顾客的新思维(J).经济管理:新管理,2002,(22)
[15] 李光斗著. 品牌竞争力(M). 北京: 中国人民大学出版社, 2004.1
[16] 上海房地集团不动产研究中心. 房地产期待“品牌制造”(J). 房地产世界, 2002(11)
[17] Mette Morsing,Jan Kristensen. The question of coherency in corporate branding--over time and across stakeholders(J). Journal of Communication Management, 2001, Vol. 6
[18] Stewart Fiona. Taking Care of a brand needs a broader outlook(J). Marketing (UK) , 2002
[19] Mitchell(2002)Alan Mitchell. Enriched brand relations (J). Brand Strategy, 2002, Aug
[20] Peter Hutton. The emerging importance of brand energy in the financial services sector(J). Journal of Financial Services Marketing, 2005, 9(Jun)
[21] 周朝琦、候龙文编著. 品牌经营(M). 北京: 经济管理出版社, 2002.1
[22] Paul F. Nunes and Stephen F. Dull. 品牌联合:创造附加值的重要手段(J). 通信企业管理, 2003(7)
[23] 年小山著. 品牌学(M). 北京: 清华大学出版社, 2003.3
[24] 张燚、张锐. 论生态型品牌关系的框架建构(J). 管理评论, 2005, 17(1), 18-24
[25] Lisa Aldisert. Employee-Centric Brands(J). Executive Excellence, 2002, Nov
[26] 薛可著. 品牌扩张:延伸与创新(M). 北京: 北京大学出版社, 2004.10
[27] Richard Jones. Finding sources of brand valve: Developing a stakeholder model of brand equity. October2005,Vol13(1), p10-32
[28] 黄静、郑莉. 顾客品牌关系下的情感——行为忠诚模型(J). 市场营销, 2003(22)
[29] 张燚、张锐著.品牌生态学(M).北京:经济日报出版社,2004.6
[30] 周运锦、潘建华. 基于关系视角的品牌研究(J). 广西经济管理干部学院学报, 2005,17(1)
[31] 卢泰宏、周志民. 基于品牌关系的品牌理论:研究模型及展望(J). 商业经济与管理,2003(2)
[32] Blackston, Max. Observations: building brand equity by managing the brand’s relationships. Journal of Advertising Research, Nov/Dec2000, Vol. 40 Issue 6, p101-105
[33] 周志民. 品牌关系评估的研究范畴:视角探讨与展望(J). 外国经济与管理, 2005,27(1)
[34] 周志民. 品牌关系指数模型研究:一个量表开发的视角(J). 营销科学学报, 2006, 2(2), 24-40
[35] 陈鼎番、张吉军. 品牌关系:塑造强势品牌的新范式(J).经济与管理,2004,2(18)46-47
[36] 罗家德著,《社会网分析讲义》,北京:社会科学文献出版社,2005.4
[37] Bottomley, P. A. and J. R. Doyle. The Formation of Attitudes towards Brand Extensions: Testing and Generalizing Aaker and Keller’s Model. International Journal of Research in Marketing, 1996, 13, p365-377
[38] Brady, Arlo and Kristjan O. How to generate sustainable brand value from responsibility. Journal of Brand Management; May2003, Vol. 10 Issue 4/5, p279-289
[39] 燕继荣著. 投资社会资本:政治发展的一种新维度(M). 北京:北京大学出版社,2006.5
[40] 姚伟、席斌. 关于社会资本的再思考(J).晋阳学刊,2007,1,40-44
[41](美)林南著. 张磊译. 社会资本:关于社会结构与行动的理论(M). 上海:上海人民出版社, 2004
[42] Philip Kotler, et al. Marketing Moves: A New Approach to Profits, Growth, andRenewal. Harvard Business School Publishing Corporation, 2002
[43] Lafferty, Barbara A., Goldsmith, Ronald E. and Hult, G. Tomas M. The Impact of the Alliance on the Partners: A Look at Cause-Brand Alliances. Psychology & Marketing. Jul2004, Vol. 21 Issue 7, p509-531
[44] Aake & keller,1990 Aaker, David A. and Kevin L. Consumer Evaluations of Brand Extensions. Journal of Marketing. January 1954, p27-41
[45] Tauber, E. M.. Brand Leverage: Strategy for Growth in a Cost-control World. Journal of Advertising Research, August/September 1988, p26-33
[46] Broniarczyk, M. Susan and J.W.Aibal. The Importance of the Brand in Brand Extension, Journal of Marketing Research, May 1994,31, p214-228
[47] Park, W., S. Milber and R. Lawson. Evaluation of Brand Extensions: The Role of Product Feature Similarilv and Brand Concept Consislency. Journal of Consumer, 1991, 18, p185-193
[48] Fiske, S. T. and M. A. Pavelchak, Category-based versus Piecemeal-based Affective Responses: Development in Schema- triggered Affect. In Richard M. Sorrentiono and E. T. Higgins eds.. The Handbook of Motivation and Cognition: Foundations of Social Behavior, New York: Guilford Press, 1986
[49] Barone, M. J., P.W.Miniard and J. B. Romeo. The Influence of Positive Mood on Brand Extension Evaluations. Journal of Consumer Research, March 2000, 26, p386-400
[50] Loken, B. and D. R. John, Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact? Journal of Marketing, July 1993, 57, p71-84
[51] 周明. 品牌延伸对品牌权益影响之实证研究. 南开管理评论, 2004(5), p44-49
[52] Park, C.W. etc. Strategic Brand Concept-image Management, Journal of Marketing, October 1986, 50, p135-145
[53] Smith, E. E., D. N. Shoben, L. J. Rips and M. Keane, Combining Prototypes: A Selective Modification Model. Cognitive Science, 1988, 12(4). p485-527
[54] Villarejo-Ramos, Angel F. and Sánchez-Franco, Manuel J. Theimpact of marketing communication and price promotion on brand equity. Journal of Brand Management, Aug2005, Vol. 12 Issue 6, p431-444
[55] Mariola Palazon-Vidal and Elena Delgado-Ballester. Sales promotions effects on consumer-based brand equity. International Journal of Market Research, Vol.47, Issue 2,2005, p179-204
[56] Levin, Irwin P. and Levin, Aron M. Modeling the Role of Brand Alliances in the Assimilation of Product Evaluations. Journal of Consumer Psychology. 2000, Vol. 9Issue 1, p43-52
[57] Rajiv Vaidyanathan and Praveen Aggarwal. Strategic brand alliances: implications of ingredient branding for national and private label brands. Journal of Product & Brand Management. 2000, Vol. 9 Issue 4, p214-228
[58] Xiang Fang and Mishra, Sanjay. The Effect of Brand Alliance Portfolio on the Perceived Quality of an Unknown Brand. Advances in Consumer Research. 2002, Vol. 29 Issue 1, p519-520
[59] Stewart, Fiona. Taking care of a brand needs a broader outlook. Marketing (UK), 8/1/2002, p20
[60] Maio, Elsie. Managing Brand in the New Stakeholder Environment. Journal of Business Ethics. May2003, Vol. 44, p235-246
[61] Heskett, et al. The Value Profit Chain: Treat Employees Like Customers and Customers Like Employees. The Free Press, 2003
[2] Blackston, Max. Observations: building brand equity by managing the brand’s relationships. Journal of Advertising Research, Nov/Dec2000, Vol. 40 Issue 6, p101-105
[3] Keller, Kevin Lane. The Effects Of Corporate Branding Strategies On Brand Equity. Advances in Consumer Research, 1993, Vol. 20 Issue 1, p27
[4] Biel, Alexander L.. How brand image drives brand equity. Journal of Advertising Research, Nov/Dec1992, Vol. 32 Issue 6
[5] 马永生. 品牌关系管理——营销理论的新发展(J) .财经研究, 2001(12)
[6] 苏晓东等著.720o品牌管理:概念与应用(M).北京:中信出版社,2002.3
[7] 申光龙著. 整合营销传播战略管理(M). 北京: 中国物资出版社,2001.6
[8] Winkler 著. 赵怡等译. 快速建立品牌(M). 北京: 机械工业出版社,2000.8
[9] 王兴元.名牌生态系统初探(J).中外科技信息,2000(2)
[10] 张燚、张锐. 品牌生态管理:21 世纪品牌管理的新趋势(J). 财贸研究, 2003(2)
[11] Aaker(1991) David Aaker. Managing Brand Equity(M). Free Press,1991
[12] Erwin(1996) Ephron, Erwin. Brand-centric Brainwashing (J). Advertising Age,1996, Vol. 67
[13] McEwen(2004) William J. McEwen. Building a Brand Relationship(J). Gallup Management Journal Online,2004, April, 1-3
[14] 范秀成.体验营销:企业赢得顾客的新思维(J).经济管理:新管理,2002,(22)
[15] 李光斗著. 品牌竞争力(M). 北京: 中国人民大学出版社, 2004.1
[16] 上海房地集团不动产研究中心. 房地产期待“品牌制造”(J). 房地产世界, 2002(11)
[17] Mette Morsing,Jan Kristensen. The question of coherency in corporate branding--over time and across stakeholders(J). Journal of Communication Management, 2001, Vol. 6
[18] Stewart Fiona. Taking Care of a brand needs a broader outlook(J). Marketing (UK) , 2002
[19] Mitchell(2002)Alan Mitchell. Enriched brand relations (J). Brand Strategy, 2002, Aug
[20] Peter Hutton. The emerging importance of brand energy in the financial services sector(J). Journal of Financial Services Marketing, 2005, 9(Jun)
[21] 周朝琦、候龙文编著. 品牌经营(M). 北京: 经济管理出版社, 2002.1
[22] Paul F. Nunes and Stephen F. Dull. 品牌联合:创造附加值的重要手段(J). 通信企业管理, 2003(7)
[23] 年小山著. 品牌学(M). 北京: 清华大学出版社, 2003.3
[24] 张燚、张锐. 论生态型品牌关系的框架建构(J). 管理评论, 2005, 17(1), 18-24
[25] Lisa Aldisert. Employee-Centric Brands(J). Executive Excellence, 2002, Nov
[26] 薛可著. 品牌扩张:延伸与创新(M). 北京: 北京大学出版社, 2004.10
[27] Richard Jones. Finding sources of brand valve: Developing a stakeholder model of brand equity. October2005,Vol13(1), p10-32
[28] 黄静、郑莉. 顾客品牌关系下的情感——行为忠诚模型(J). 市场营销, 2003(22)
[29] 张燚、张锐著.品牌生态学(M).北京:经济日报出版社,2004.6
[30] 周运锦、潘建华. 基于关系视角的品牌研究(J). 广西经济管理干部学院学报, 2005,17(1)
[31] 卢泰宏、周志民. 基于品牌关系的品牌理论:研究模型及展望(J). 商业经济与管理,2003(2)
[32] Blackston, Max. Observations: building brand equity by managing the brand’s relationships. Journal of Advertising Research, Nov/Dec2000, Vol. 40 Issue 6, p101-105
[33] 周志民. 品牌关系评估的研究范畴:视角探讨与展望(J). 外国经济与管理, 2005,27(1)
[34] 周志民. 品牌关系指数模型研究:一个量表开发的视角(J). 营销科学学报, 2006, 2(2), 24-40
[35] 陈鼎番、张吉军. 品牌关系:塑造强势品牌的新范式(J).经济与管理,2004,2(18)46-47
[36] 罗家德著,《社会网分析讲义》,北京:社会科学文献出版社,2005.4
[37] Bottomley, P. A. and J. R. Doyle. The Formation of Attitudes towards Brand Extensions: Testing and Generalizing Aaker and Keller’s Model. International Journal of Research in Marketing, 1996, 13, p365-377
[38] Brady, Arlo and Kristjan O. How to generate sustainable brand value from responsibility. Journal of Brand Management; May2003, Vol. 10 Issue 4/5, p279-289
[39] 燕继荣著. 投资社会资本:政治发展的一种新维度(M). 北京:北京大学出版社,2006.5
[40] 姚伟、席斌. 关于社会资本的再思考(J).晋阳学刊,2007,1,40-44
[41](美)林南著. 张磊译. 社会资本:关于社会结构与行动的理论(M). 上海:上海人民出版社, 2004
[42] Philip Kotler, et al. Marketing Moves: A New Approach to Profits, Growth, andRenewal. Harvard Business School Publishing Corporation, 2002
[43] Lafferty, Barbara A., Goldsmith, Ronald E. and Hult, G. Tomas M. The Impact of the Alliance on the Partners: A Look at Cause-Brand Alliances. Psychology & Marketing. Jul2004, Vol. 21 Issue 7, p509-531
[44] Aake & keller,1990 Aaker, David A. and Kevin L. Consumer Evaluations of Brand Extensions. Journal of Marketing. January 1954, p27-41
[45] Tauber, E. M.. Brand Leverage: Strategy for Growth in a Cost-control World. Journal of Advertising Research, August/September 1988, p26-33
[46] Broniarczyk, M. Susan and J.W.Aibal. The Importance of the Brand in Brand Extension, Journal of Marketing Research, May 1994,31, p214-228
[47] Park, W., S. Milber and R. Lawson. Evaluation of Brand Extensions: The Role of Product Feature Similarilv and Brand Concept Consislency. Journal of Consumer, 1991, 18, p185-193
[48] Fiske, S. T. and M. A. Pavelchak, Category-based versus Piecemeal-based Affective Responses: Development in Schema- triggered Affect. In Richard M. Sorrentiono and E. T. Higgins eds.. The Handbook of Motivation and Cognition: Foundations of Social Behavior, New York: Guilford Press, 1986
[49] Barone, M. J., P.W.Miniard and J. B. Romeo. The Influence of Positive Mood on Brand Extension Evaluations. Journal of Consumer Research, March 2000, 26, p386-400
[50] Loken, B. and D. R. John, Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact? Journal of Marketing, July 1993, 57, p71-84
[51] 周明. 品牌延伸对品牌权益影响之实证研究. 南开管理评论, 2004(5), p44-49
[52] Park, C.W. etc. Strategic Brand Concept-image Management, Journal of Marketing, October 1986, 50, p135-145
[53] Smith, E. E., D. N. Shoben, L. J. Rips and M. Keane, Combining Prototypes: A Selective Modification Model. Cognitive Science, 1988, 12(4). p485-527
[54] Villarejo-Ramos, Angel F. and Sánchez-Franco, Manuel J. Theimpact of marketing communication and price promotion on brand equity. Journal of Brand Management, Aug2005, Vol. 12 Issue 6, p431-444
[55] Mariola Palazon-Vidal and Elena Delgado-Ballester. Sales promotions effects on consumer-based brand equity. International Journal of Market Research, Vol.47, Issue 2,2005, p179-204
[56] Levin, Irwin P. and Levin, Aron M. Modeling the Role of Brand Alliances in the Assimilation of Product Evaluations. Journal of Consumer Psychology. 2000, Vol. 9Issue 1, p43-52
[57] Rajiv Vaidyanathan and Praveen Aggarwal. Strategic brand alliances: implications of ingredient branding for national and private label brands. Journal of Product & Brand Management. 2000, Vol. 9 Issue 4, p214-228
[58] Xiang Fang and Mishra, Sanjay. The Effect of Brand Alliance Portfolio on the Perceived Quality of an Unknown Brand. Advances in Consumer Research. 2002, Vol. 29 Issue 1, p519-520
[59] Stewart, Fiona. Taking care of a brand needs a broader outlook. Marketing (UK), 8/1/2002, p20
[60] Maio, Elsie. Managing Brand in the New Stakeholder Environment. Journal of Business Ethics. May2003, Vol. 44, p235-246
[61] Heskett, et al. The Value Profit Chain: Treat Employees Like Customers and Customers Like Employees. The Free Press, 2003