基于消费者评价的品牌整合策略选择研究

发布时间：2018-03-29 20:35

本文选题：品牌整合　切入点：品牌策略　出处：《上海管理科学》2008年03期

【摘要】：品牌整合是一种品牌资源优化配置的方式,其核心是构建强势旗舰品牌,并通过旗舰品牌和一般品牌关联的建立将旗舰品牌资产共享给一般品牌。目前关于品牌整合的研究很少.而且大多集中在品牌整合的内涵和方式上,这与品牌整合在实践中的盛行有较大的落差。因此本研究从品牌整合策略入手,通过分析品牌整合的诱因、目的、作用机理,以及品牌整合策略的分类和目标分析,构建一个较为完备品牌整合体系,并通过消费者评价,筛选影响企业品牌整合策略选择的关键因素。本研究发现,企业选择品牌整合策略主要受四个因素的影响,分别是旗舰品牌感知质量、旗舰品牌与一般品牌形象契合、产品契合以及产品涉入度。其中旗舰品牌感知质量对企业进行品牌整合策略选择有显著影响;旗舰品牌与一般品牌形象契合以及产品契合对企业进行品牌整合策略选择的影响不显著,但是在旗舰品牌感知质量因素的调节下,会对企业选择品牌整合策略产生一定的影响;而产品涉入度作为调节因子对以上因素的调节作用并不明显。
[Abstract]:Brand integration is a way to optimize the allocation of brand resources, the core of which is to build a strong flagship brand. And through the establishment of the relationship between the flagship brand and the general brand, the capital of the flagship brand is shared with the general brand. At present, there are few researches on brand integration. And most of the researches focus on the connotation and the way of brand integration. Therefore, this research starts with the brand integration strategy, through the analysis of the inducement, the purpose, the function mechanism, the classification and the goal analysis of the brand integration strategy. To construct a relatively complete brand integration system and to screen the key factors that affect the choice of brand integration strategy through consumer evaluation. This study finds that the choice of brand integration strategy is mainly affected by four factors. They are the perceived quality of the flagship brand, the fit between the flagship brand and the general brand image, the product fit and the degree of product involvement, in which the perceived quality of the flagship brand has a significant impact on the choice of brand integration strategy. The combination of flagship brand and general brand image as well as product fit has no significant effect on the choice of brand integration strategy, but under the adjustment of perceived quality factors of flagship brand, it will have a certain impact on the choice of brand integration strategy. However, the effect of product involvement as a regulating factor on the above factors is not obvious.
【作者单位】：上海交通大学安泰经济与管理学院;上海交通大学安泰经济与管理学院;
【基金】：国家自然科学基金项目“信息差异化对品牌整合模式的作甩机理研究”资助(70572102)
【分类号】：F273.2

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