品牌危机中社会关系冲突的动态演化机理——基于解释学的研究

发布时间：2018-03-24 16:06

本文选题：品牌危机　切入点：利益受损意识　出处：《中国工业经济》2015年11期

【摘要】：品牌危机不仅伤害品牌关系,还会在一定程度上引发消费者与企业两类"社会群体成员"之间的关系冲突,加大交易成本、破坏交易规则和社会稳定。为预防社会关系冲突的形成,本文探讨了品牌危机演化为社会关系冲突的机理;借助解释学研究方法,深入剖析品牌危机引发社会关系变异的实质,构建了产品性能相关(包括产品性能有害类和产品性能无害类)与价值观相关两类品牌危机演化为社会关系冲突的动态模型。研究发现,品牌危机将通过"利益受损意识"、"情感唤起"和"组织化努力"三个阶段演化为企业与消费者群体以及消费者与消费者群体之间的关系冲突。具体而言,品牌危机使消费者感知心理安全感或自我概念受到威胁,这种对利益受损的意识导致原始情感或道德情感唤起,继而驱动消费者寻求组织化努力(仪式互动或自我概念维护)以维护受威胁的利益。最后,本文从品牌危机管理观念、防御体系以及具体策略三个方面为企业应对品牌危机、防范和化解社会关系冲突提供管理建议。
[Abstract]:Brand crisis not only injures brand relations, but also leads to conflicts between consumers and members of two "social groups" of enterprises to a certain extent, and increases transaction costs. In order to prevent the formation of social conflict, this paper discusses the mechanism that brand crisis evolves into social relationship conflict, analyzes the essence of social relationship variation caused by brand crisis with the help of hermeneutics research method. A dynamic model of product performance-related (including perform-pernicious and product-performance-innocuous) and value-related brand crisis is constructed, which evolves into social conflict. Brand crisis will evolve into a relationship conflict between enterprise and consumer group and consumer group through three stages of "interest loss consciousness", "emotional arousal" and "organized effort". Brand crisis threatens consumers' perception of psychological security or self-concept, which leads to the arousal of primitive emotional or moral feelings. Then it drives consumers to seek organizational efforts (ritual interaction or self-concept maintenance) to protect threatened interests. Finally, this paper deals with brand crisis for enterprises from three aspects: brand crisis management concept, defense system and specific strategies. To prevent and resolve social conflicts and provide management advice.
【作者单位】：暨南大学管理学院;
【基金】：国家自然科学基金项目“关系冲突视角下的企业互动仪式对品牌危机修复效果的影响”(批准号71372169) 广东省自然科学基金重点项目“广东服务业品牌国际化发展战略研究”(批准号2014A030311022) 中央高校基本科研业务费专项资金资助项目“价值共创下的服务企业品牌化研究”(批准号15JNLH005)
【分类号】：F274

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