网络环境中品牌故事的相关研究

发布时间：2018-06-08 21:37

本文选题：品牌故事种类 + 自我品牌联结　；参考：《电子科技大学》2017年硕士论文

【摘要】：随着消费者的消费升级和对产品品质的追求,互联网电子商务逐步的品牌化,企业开始由单一产品竞争过度到一个猛烈的品牌竞争时期。因此怎样得到消费者的注意力并提高其满意度和品牌态度,是企业在此次“品牌竞争”中取得成功的重要因素,故“品牌故事营销”这一传统的营销方式又重新成为业界和学界关注的重点。本研究以web2.0环境中的“品牌故事营销”为核心,依照1)讲什么故事、2)在哪里讲故事、3)对谁讲故事、4)怎么讲故事的步骤完善品牌故事营销策略;并通过3个实验研究着重探讨:1)品牌故事种类与品牌态度间的作用机理,验证自我品牌联结的中介作用;2)网络环境中电商平台类别(交易型电商平台VS社会化电商平台)对品牌故事种类和品牌态度间作用的调节效应;3)产品类别对品牌故事种类和品牌态度间作用的调节效应;研究一发现:消费者被不同种类的品牌故事刺激后,其原有的品牌态度会得到不同程度的明显的提高,即两者间具有正向的作用效果;进一步研究发现自我品牌联结是两者相互影响中的中介变量,且能够完全传递创始人故事对品牌态度的刺激,即在这个过程中具备完全中介的效果。研究二发现:品牌故事种类对消费者的品牌态度的刺激与其展示的场所有关,即电商平台类别在两者相互影响中具备调节效用,且与品牌诞生(品牌如何创建)、创建者、品牌与消费者之间互动以及蕴含和描述品牌价值与愿景的品牌故事更适合社会化电子商务平台,而与企业产品自身相关的故事(如产品的质量、做工等描述)则更适合交易型的电子商务平台。研究三发现:品牌故事种类对消费者的品牌态度的刺激与产品本身的属性有关,即产品类别在两者作用机制中具备调节效用;其中相对功能型产品,品牌诞生的故事(品牌是如何建立起来的)、创始人的故事(品牌的创办者)、品牌与消费者故事和品牌价值与愿景的故事更适合享乐型产品;且享乐型产品中品牌价值与愿景的故事对品牌态度的影响最大,功能型产品中品牌与消费者故事对品牌态度的影响最大,其次是产品的故事。
[Abstract]:With the consumer consumption upgrade and the pursuit of product quality, Internet e-commerce gradually brand, the enterprise began to transition from a single product competition to a fierce brand competition period. Therefore, how to gain the attention of consumers and improve their satisfaction and brand attitude is an important factor in the success of enterprises in this "brand competition". Therefore, brand story marketing, a traditional marketing method, has become the focus of attention again. This research takes "brand story marketing" in the web2.0 environment as the core, according to 1) what story to tell (2) where to tell the story (3) how to tell the story to who (4) how to tell the story steps to perfect the brand story marketing strategy; And through three experimental studies, it focuses on the mechanism of the relationship between brand story types and brand attitudes. Verify the intermediary role of self-brand connection in the network environment (transactional ecommerce platform vs social ecommerce platform) the moderating effect between the type of brand story and brand attitude) the product category versus the brand (VS socialized ecommerce platform) in the network environment (transactional ecommerce platform vs social ecommerce platform) The moderating effect between story type and brand attitude; The first study found that: consumers are stimulated by different brand stories, their original brand attitude will be significantly improved in varying degrees, that is, there is a positive effect between the two; The further study found that self-brand connection is the intermediary variable in the interaction between the two, and it can completely transfer the stimulus of the founder's story to the brand attitude, that is, it has the effect of complete mediation in this process. Study 2 found that the stimulus of brand story types to consumers' brand attitudes is related to the place where they are displayed, that is, the ecommerce platform category has a moderating effect in the interaction between the two and is associated with the emergence of the brand (how the brand is created, the creator, the creator). Brand and consumer interactions and brand stories that contain and describe brand values and visions are better suited to social e-commerce platforms, while stories related to enterprise products themselves (such as product quality), Work, etc.) is more suitable for the transactional e-commerce platform. The third study found that the stimulus of brand story types to consumers' brand attitude is related to the attributes of the product itself, that is, the product category has the regulating effect in the mechanism of both, and the relative functional product, The story of the birth of the brand (how the brand was built up, the story of the founder of the brand, the story of brand and consumer and the story of brand value and vision are more suitable for hedonic products; Among hedonic products, brand value and vision have the greatest influence on brand attitude, brand and consumer stories have the greatest influence on brand attitude in functional products, followed by product stories.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F273.2;F274

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