互联网背景下品牌社群认同对品牌延伸评价的影响研究

发布时间：2018-02-25 18:06

本文关键词： 品牌社群认同感知契合度感知联结度品牌延伸评价　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着信息技术的发展以及互联网的普及,企业的品牌战略开始运用在互联网领域,各种品牌社群逐渐发展起来,例如小米社区、iPhone论坛。品牌社群聚集了喜欢本企业品牌粉丝,社群成员就成为企业品牌的目标消费群体,由此衍生新型营销模式。目前,为了激发消费者的购买需求,提高营销效果,多数企业开始尝试培育品牌社群对产品或服务进行品牌延伸。如何根据目前品牌社群特性,选取更好的营销策略来博取消费者对其品牌延伸产品的喜爱,激发购买意愿,无疑是企业关注的焦点。本文基于品牌社群认同的视角,从品牌社群认同的感知、情感、评价三个维度出发,研究品牌社群认同对品牌延伸评价的影响,以及感知契合度以及感知联结度在二者之间的中介效应。本文选取小米手机品牌社群的成员作为样本来收集数据,运用SPSS19.0对收集的数据进行相关和回归分析,验证本次研究的假设。最终结果与假设一致:首先,品牌社群认同对品牌延伸评价具有积极作用;其次,在品牌社群认同与品牌延伸评价影响机制间,感知契合度和感知联结度具有显著的中介效应。本文的实证研究结果显示,品牌社群认同对品牌延伸评价起具有积极作用,企业要培养社群成员的认同度,尽量采用高契合度延伸策略,并且提高用户通过原产品链接到延伸产品点击率,增强消费者感知联结度,使其较多了解企业推出的新产品,提高消费者对品牌延伸的接受和使用的可能性。在互联网背景下,基于品牌社群引发的商业模式创新引起了很多企业的关注,本文基于此营销背景下展开对品牌社群认同、感知契合度、感知联结度以及品牌延伸评价四者之间关系的研究。希望该研究成果有助于激发企业对品牌社群营销的新思考,指导企业培育品牌社群发展品牌延伸,从而更有效地利用品牌社群进行营销,以此增加品牌竞争力,扩大市场占有率。同时,本研究将进一步丰富品牌社群和品牌延伸领域的理论研究范畴。
[Abstract]:With the development of information technology and the popularity of the Internet, the brand strategy of enterprises has been applied to the Internet, and various brand communities have gradually developed, such as the Xiaomi community and the iPhone forum. Members of the community become the target consumer of corporate brands, resulting in a new marketing model. At present, in order to stimulate consumers' purchase demand and improve the effectiveness of marketing, Most companies are beginning to try to cultivate brand communities to extend their products or services. How to select better marketing strategies according to the current brand community characteristics to win consumers' love of their brand extension products and stimulate their willingness to buy. Based on the perspective of brand community identity, this paper studies the impact of brand community identity on brand extension evaluation from the three dimensions of perception, emotion and evaluation of brand community identity. In this paper, we select the members of Xiaomi mobile phone brand community as samples to collect data, and use SPSS19.0 to carry on correlation and regression analysis to the collected data. Verify the hypothesis of this study. The final result is consistent with hypothesis: first, brand community identity has a positive effect on brand extension evaluation; secondly, between brand community identity and brand extension evaluation influence mechanism, The empirical results of this paper show that brand community identity plays a positive role in brand extension evaluation. As far as possible, we should adopt the extension strategy of high fit degree, and increase the click-through rate of users linking to the extended product through the original product, enhance the consumer perception connection degree, so that they can know more about the new products introduced by the enterprise. In the context of the Internet, business model innovation based on brand community has attracted the attention of many enterprises. This paper starts to identify with brand community based on this marketing background. The research on the relationship among the four people, such as the degree of perceived fit, the degree of perceived connection and the evaluation of brand extension, hopes that the research results will be helpful to stimulate enterprises to think about brand community marketing and guide enterprises to cultivate brand community and develop brand extension. In order to increase brand competitiveness and expand market share, this study will further enrich the theoretical research field of brand community and brand extension.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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