跨文化背景下民族品牌如何长期应对“弱并强”后的“消化不良”

发布时间：2018-06-07 13:37

本文选题：弱并强 + 民族品牌　；参考：《中国地质大学学报(社会科学版)》2013年06期

【摘要】：民族品牌虽然借着2011年欧洲债务危机和2009年的金融危机的"东风",花费重金"蛇吞象"式并购国外强势品牌,但这种并购却造成了不同文化背景下消费者的认知失调。本研究结合跨文化背景和动态性,围绕如何在跨文化背景下长期减轻消费者的认知失调,引入认知一致性、CBBE模型、跨文化和动态研究相关理论,运用实验和线性混合模型等方法深入剖析该认知失调现象。有趣的结果是:随着时间的增加,中国消费者更加关注并后品牌的价格变化(营销支持战略),而较少关心其品牌名称变化(品牌要素战略),但美国消费者则反之;无论中、美消费者,两种战略对认知一致性影响都会加强。这些成果既可以指导民族品牌的国际化实践,也丰富了现有跨国并购和品牌战略理论。
[Abstract]:Although national brands take advantage of the "Dongfeng" of the European debt crisis in 2011 and the financial crisis in 2009, they spend a lot of money on "snake-swallowing" type mergers and acquisitions of strong foreign brands, but this kind of merger has resulted in consumers' cognitive imbalance in different cultural backgrounds. Based on the cross-cultural background and dynamics, this study focuses on how to reduce consumers' cognitive disorder in cross-cultural context for a long time, and introduces the CBBE model of cognitive consistency to study the relevant theories of cross-cultural and dynamic research. Experiments and linear mixed models were used to analyze the cognitive disorder in depth. The interesting result: over time, Chinese consumers have become more concerned with and behind brand price changes (marketing support strategies, and less concern about brand name changes) (brand element strategy, but American consumers); in either case, American consumers, the impact of both strategies on cognitive consistency will be strengthened. These achievements can not only guide the internationalization practice of national brands, but also enrich the existing transnational M & A and brand strategy theory.
【作者单位】：中国地质大学(武汉)经济管理学院;
【基金】：国家自然科学基金项目“民族品牌跨国并购后的品牌战略研究”(71002072);“合理性视角下的绿色品牌信任战略及其影响机制研究”(71272063) 中央高校基本科研业务费专项资金资助(G1323521113和G2012009B)
【分类号】：F273.2

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