自有品牌营销策略对消费者溢价支付意愿的影响研究
发布时间：2018-07-13 12:08
【摘要】：随着零售商开始在规模上超越制造商,自有品牌在世界范围内呈现蓬勃发展的势头,受到众多零售商业尤其是连锁超市的追捧。早期,自有品牌是通过低质、低价和类似包装与制造商品牌展开竞争。后来,为了避免产品同质化竞争,实现差异化经营,同时也为了获得溢价报酬,零售商开始开发高端型自有品牌,如：加拿大零售商Loblaws的President's Choice系列、美国沃尔玛的Sam's Choice系列、香港屈臣氏集团的Watsons Water系列、伊藤洋华堂超市(中国)的7P (SEVEN PREMIUM)系列。在发展高端型自有品牌上,零售商正在努力提高他们在市场营销方面的能力,譬如在产品包装设计、广告、商店形象等方面积极投入,以传达其“高质高价”的产品定位,提升其品牌形象,进而提升消费者对自有品牌的整体感知。这些自有品牌的定价均高于市场上主流制造商品牌,并逐渐在消费者心目中成为“高品质、优良服务”的代名词,越来越多的消费者愿意花更多的钱来购买高端型自有品牌。如何解释零售商的自有品牌溢价现象,零售商的自有品牌营销策略是否会提升消费者的自有品牌感知,进而增加消费者溢价支付意愿,是值得研究的重要课题。 目前国内外学者对于自有品牌有大量的研究成果,集中体现在以下几个方面：自有品牌的成功原因、开发自有品牌的动机、消费者对自有品牌的态度、自有品牌购买意愿的影响因素、制造商面对自有品牌的策略选择等。这些研究对象聚焦在低价型的自有品牌(包括低质低价、同质低价、高质低价),很少关注到目前日渐流行的高端型自有品牌。迄今为止,还没有学者针对零售商自有品牌溢价现象,以及影响消费者自有品牌溢价支付意愿的因素等问题展开研究。本研究将围绕该议题展开深入探讨,期望能补充和完善自有品牌的理论研究。 本文的研究内容由6个章节组成： 第1章绪论,依次对本研究的背景、目的、内容、意义进行阐述,对基本概念、研究对象和研究范围进行界定,并对本文的技术路线、研究方法和创新点作了说明。 第2章文献综述和述评,分别对消费者的品牌溢价支付意愿、自有品牌感知质量及感知质量差距、品牌情感、自有品牌营销策略的研究文献进行了回顾和评述,找出了本文的研究视角。 第3章概念模型构建和研究假设提出,结合传统品牌和自有品牌研究成果,构建了零售商自有品牌营销策略对消费者溢价支付意愿的作用模型,通过理论演绎和推导,提出各研究变量之间的理论假设关系。 第4章研究设计和数据收集,包括问卷设计、变量的操作化定义及测量、数据收集和分析方法等说明。 第5章实证检验与结果讨论,依次对数据进行描述性统计分析、量表的信度与效度检验、共同方法偏差检验、变量相关性分析,实证检验理论模型的主效应、控制效应、中介效应以及调节效应,并对实证结果进行讨论。 第6章结论与展望,对研究结论进行高度提炼和阐述,在此基础上,提出相应的管理启示,并对研究存在的不足之处作进一步剖析,指出未来研究方向。 本文的研究结论有：(1)广告投入、商店形象与自有品牌感知质量差距均呈显著负相关关系,且商店形象的显著性大于广告投入。价格促销与自有品牌感知质量差距呈显著正相关关系。精美包装对自有品牌感知质量差距影响不显著；(2)精美包装、广告投入、商店形象与自有品牌情感感知均呈显著正相关关系,且商店形象的显著性最强,广告投入次之。价格促销与自有品牌情感感知呈显著负相关关系,且价格促销对自有品牌情感感知的负面影响大于商店形象对情感感知的正面影响；(3)自有品牌感知质量差距与消费者溢价支付意愿呈显著负相关关系,自有品牌情感感知与消费者溢价支付意愿呈显著正相关关系,且自有品牌情感感知对消费者溢价支付意愿的正面影响大于自有品牌感知质量差距对消费者溢价支付意愿的负面影响；(4)自有品牌感知质量差距和自有品牌情感感知是模型的两个重要中介变量,其中,自有品牌感知质量差距、情感感知在精美包装与消费者溢价支付意愿之间起部分中介效应,在广告投入、价格促销、商店形象与消费者溢价支付意愿之间均为完全中介效应,且自有品牌情感感知的中介效应大于自有品牌感知质量差距；(5)消费者价格-质量模式对自有品牌感知质量差距与消费者溢价支付意愿之间的关系没有调节作用,其调节效应主要体现在自有品牌情感感知与消费者溢价支付意愿之间的关系上。本研究基于理论和实证研究得出的相关结论,使我们对零售商自有品牌营销策略与消费者溢价支付意愿之间的关系及作用机制有了更为全面和深入地认识。 本文的创新点主要包括以下4点： (1)本研究对象是零售商的高端型自有品牌,丰富了现有的自有品牌理论。过去的研究仅关注原始状态型或跟随型自有品牌,本研究对一些大型连锁零售商悄然兴起的高端型或溢价型自有品牌现象进行了分析。并突破了过去限于对消费者自有品牌购买态度或意愿的探讨,尝试探讨了对消费者的自有品牌溢价支付意愿影响因素研究。 (2)本研究拓展了现有文献对消费者自有品牌感知内涵的界定。目前国内外关于消费者自有品牌感知文献成果更多体现在质量感知方面,态度或情感感知的文献研究较少。实际上,品牌情感在很大程度上代表了品牌形象,是品牌溢价的重要来源。本研究用“自有品牌感知质量差距”变量,替代以往文献中常用的“自有品牌感知质量”变量,能直接反映出自有品牌与制造商品牌在质量上的差异,对消费者相对于制造商品牌的自有品牌溢价支付意愿有更强解释力。 (3)本研究提炼出四个关键的自有品牌营销策略变量。由于以往的文献多以原始状态型和跟随型自有品牌产品为研究对象,学者也忽略了营销策略的重要性。事实上,营销策略对于零售商树立自有品牌形象、传达自有品牌产品的高端定位十分重要。本研究通过文献梳理,结合高端型自有品牌的营销实践及消费者访谈,从消费者感知角度提炼出四个关键的自有品牌营销策略变量(精美包装、广告投入、价格促销和商店形象)。并通过实证研究表明,这四个营销变量是影响消费者自有品牌感知的关键前因变量,丰富了现有自有品牌营销理论。 (4)本研究引入自有品牌感知变量作为模型的中介变量,构建了零售商自有品牌营销策略对消费者溢价支付意愿的作用模型,深入阐述了零售商的自有品牌营销努力对消费者的自有品牌溢价支付意愿的影响机理。本研究尝试从自有品牌感知质量差距、情感感知角度,打开零售商自有品牌营销刺激与消费者溢价支付意愿之间关系的黑箱。实证检验表明：自有品牌感知质量差距、情感感知在零售商自有品牌营销策略和消费者溢价支付意愿之间起重要中介作用,其中,自有品牌情感感知的中介效应显著性大于自有品牌感知质量差距。 本文的不足之处包括：(1)本研究未考虑自有品牌产品类别变量,实际上营销策略对消费者自有品牌感知与溢价支付意愿的影响,会随着产品类别的不同而存在差异。(2)关于数据收集方面,本研究并未采取客观数据,而是从消费者感知的角度对其进行测量。上述不足,将在今后研究工作予以弥补。
[Abstract]:As retailers begin to surpass manufacturers on scale, their own brands are booming around the world and are being pursued by many retail businesses, especially chain supermarkets. In the early days, their own brands competed with manufacturer brands through low quality, low price and similar packaging. The retailer began to develop high-end private brands, such as the President's Choice series of Canadian retailer Loblaws, the Sam's Choice series of WAL-MART in the United States, the Watsons Water series of Hongkong Watsons group, the 7P (SEVEN PREMIUM) series of Itou Yoka Tang supermarket (China). At the end of its own brand, retailers are trying to improve their marketing capabilities, such as product packaging design, advertising, store image and so on, to convey their "high quality and high price" product positioning, enhance their brand image, and then improve the consumer's overall perception of their own brands. The price is higher than the mainstream manufacturer's brand in the market, and gradually become the pronoun of "high quality, good service" in the mind of the consumer. More and more consumers are willing to spend more money to buy high-end private brands. How to explain the phenomenon of retailer's own brand premium and whether the retailer's own brand marketing strategy will be improved or not. It is an important topic worth studying that the perception of private brand and increasing the willingness to pay for consumers' premium.
At present, scholars at home and abroad have a large number of research achievements on private brands, which are mainly reflected in the following aspects: the reasons for the success of their own brands, the motivation of developing their own brands, the attitude of consumers to their own brands, the influencing factors of their own brand purchase intention, and the strategy choice of the manufacturers to face their own brands. Focusing on low price, low price, low price, low price, high quality and low price, little attention is paid to the increasingly popular high-end private brands. So far, no scholars have studied the phenomenon of retailer's private brand premium and the factors that affect the willingness to pay for private brand spills. We will further discuss this topic and hope to supplement and improve the theoretical research of private brand.
The research content of this article consists of 6 chapters:
The first chapter introduces the background, purpose, content and significance of this study, defines the basic concepts, research objects and the scope of research, and explains the technical route, research methods and innovation points of this paper.
In the second chapter, the literature review and review are reviewed and reviewed. The research literature on brand premium payment intention, perceived quality and perceived quality gap of private brand, brand emotion, and private brand marketing strategy are reviewed and reviewed, and the research perspective of this article is found.
The third chapter concept model construction and research hypothesis proposed, combined with the traditional brand and private brand research results, constructed the retailer's own brand marketing strategy to the consumer premium payment intention model, through theoretical deduction and deduction, the theoretical hypothesis relationship between the various research variables was put forward.
The fourth chapter is research design and data collection, including questionnaire design, operationalized definition and measurement of variables, data collection and analysis methods.
The fifth chapter is the empirical test and the result discussion, in turn, the descriptive statistical analysis of the data, the test of the reliability and validity of the scale, the common method deviation test, the variable correlation analysis, the main effect, the control effect, the intermediary effect and the adjustment effect of the empirical test theory model, and the empirical results are discussed.
In the sixth chapter, the conclusions and prospects are highly refined and elaborated. On this basis, the corresponding management enlightenment is put forward, and the shortcomings of the research are further analyzed, and the future research direction is pointed out.
The conclusions of this paper are as follows: (1) advertising input, store image and perceived quality gap of private brand have significant negative correlation, and the significance of store image is greater than advertising input. Price promotion has a significant positive correlation with the perceived quality gap of private brand perception. (2) the effect of exquisite packaging on perceived quality gap of private brands is not significant. Beautiful packaging, advertising input, store image and personal brand emotional perception have significant positive correlation, and store image is the strongest, advertising input is the second. Price promotion has a significant negative correlation with emotional perception of own brand, and the negative impact of price promotion on the sense perception of private brand is greater than that of store image to emotional feeling. The positive influence of knowledge is positive; (3) the perceived quality gap of private brand has a significant negative correlation with the consumer premium willingness to pay, and there is a significant positive correlation between private brand emotion perception and consumer premium willingness to pay, and the positive impact of private brand emotion perception on consumer premium payment will is greater than the perceived quality gap of private brand. The negative impact of consumer premium payment intention; (4) the perceived quality gap of private brand and emotional perception of private brand are two important intermediary variables of the model, among which, the perceived quality gap between the private brand and the emotional perception is partly mediated between the exquisite packaging and the consumer premium willingness to pay, in the advertising investment, price promotion, and business. The relationship between store image and consumer premium payment will be completely mediator effect, and the intermediary effect of private brand emotion perception is greater than the perceived quality gap of private brand. (5) the consumer price quality model has no regulatory effect on the relationship between perceived quality gap of private brand and consumer premium willingness to pay, and its moderating effect is main. This study is based on the relationship between the emotional perception of private brands and the willingness to pay for the premium of consumers. Based on the theoretical and empirical research, we have made a more comprehensive and in-depth understanding of the relationship between the retailer's private brand marketing strategy and the premium payment intention of the consumer.
The innovation of this article mainly includes the following 4 points:
(1) the object of this study is the high-end private brand of the retailer, which enriches the existing own brand theory. The past research only focuses on the original state or the following type of private brand. This research has analyzed the high-end or premium self brand image of some large chain retailers and broke through the past Limited to the consumption. This paper attempts to explore the influencing factors of consumers' willingness to pay for their own brand premium.
(2) the present study extends the definition of the perceived connotation of consumer's private brand. At present, the literature on consumer's private brand perception is more reflected in the quality perception, and there is less literature research on attitude or emotion perception. In fact, brand sentiment represents the brand image to a great extent, and is the premium of brand premium. This study uses the "perceived quality gap of private brands" to replace the "perceived quality of self brand" used in the previous literature, which can directly reflect the quality difference between the brand and the manufacturer brand, and has a stronger explanatory power to the consumer's willingness to pay for the self brand premium relative to the manufacturer's brand.
(3) four key private brand marketing strategies are extracted in this study. Since the previous literature is mainly based on the original state and following brand products, scholars have ignored the importance of marketing strategy. In fact, the marketing strategy sets up its own brand image and conveys the high-end positioning of its own brand products. It is very important that four key private brand marketing strategy variables (exquisite packaging, advertising input, price promotion and store image) are extracted from the perspective of consumer perception by combing the literature and combining the marketing practice of high-end private brands and consumer interviews. The empirical study shows that these four marketing variables are the influence elimination. The key antecedents of brand perception are enriched by existing brand marketing theories.
(4) this study introduces the self brand perception variable as the intermediary variable of the model, constructs the model of the retailer's private brand marketing strategy on the premium payment intention of the consumer, and expounds the influence mechanism of the retailer's own brand marketing effort on the self owned brand premium payment intention of the consumer. The perceived quality gap and the emotional perception angle open the black box between the retailer's private brand marketing stimulus and the consumer premium willingness to pay. The empirical test shows that the perceived quality gap between the private brand and the retailer's private brand marketing strategy and the consumer's willingness to pay will play an important intermediary role. The intermediary effect of emotional perception of private brand is significantly greater than that of private brand.
The inadequacies of this paper include: (1) the study does not consider the category variables of their own brand products. In fact, the impact of marketing strategies on consumer brand awareness and premium payment will vary with the product category. (2) on data collection, this study does not take objective data, but is perceived from the consumer. The above deficiencies will be compensated for in the future.
【学位授予单位】：西南财经大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F274;F713.55;F713.32
本文编号：2119319
[Abstract]:As retailers begin to surpass manufacturers on scale, their own brands are booming around the world and are being pursued by many retail businesses, especially chain supermarkets. In the early days, their own brands competed with manufacturer brands through low quality, low price and similar packaging. The retailer began to develop high-end private brands, such as the President's Choice series of Canadian retailer Loblaws, the Sam's Choice series of WAL-MART in the United States, the Watsons Water series of Hongkong Watsons group, the 7P (SEVEN PREMIUM) series of Itou Yoka Tang supermarket (China). At the end of its own brand, retailers are trying to improve their marketing capabilities, such as product packaging design, advertising, store image and so on, to convey their "high quality and high price" product positioning, enhance their brand image, and then improve the consumer's overall perception of their own brands. The price is higher than the mainstream manufacturer's brand in the market, and gradually become the pronoun of "high quality, good service" in the mind of the consumer. More and more consumers are willing to spend more money to buy high-end private brands. How to explain the phenomenon of retailer's own brand premium and whether the retailer's own brand marketing strategy will be improved or not. It is an important topic worth studying that the perception of private brand and increasing the willingness to pay for consumers' premium.
At present, scholars at home and abroad have a large number of research achievements on private brands, which are mainly reflected in the following aspects: the reasons for the success of their own brands, the motivation of developing their own brands, the attitude of consumers to their own brands, the influencing factors of their own brand purchase intention, and the strategy choice of the manufacturers to face their own brands. Focusing on low price, low price, low price, low price, high quality and low price, little attention is paid to the increasingly popular high-end private brands. So far, no scholars have studied the phenomenon of retailer's private brand premium and the factors that affect the willingness to pay for private brand spills. We will further discuss this topic and hope to supplement and improve the theoretical research of private brand.
The research content of this article consists of 6 chapters:
The first chapter introduces the background, purpose, content and significance of this study, defines the basic concepts, research objects and the scope of research, and explains the technical route, research methods and innovation points of this paper.
In the second chapter, the literature review and review are reviewed and reviewed. The research literature on brand premium payment intention, perceived quality and perceived quality gap of private brand, brand emotion, and private brand marketing strategy are reviewed and reviewed, and the research perspective of this article is found.
The third chapter concept model construction and research hypothesis proposed, combined with the traditional brand and private brand research results, constructed the retailer's own brand marketing strategy to the consumer premium payment intention model, through theoretical deduction and deduction, the theoretical hypothesis relationship between the various research variables was put forward.
The fourth chapter is research design and data collection, including questionnaire design, operationalized definition and measurement of variables, data collection and analysis methods.
The fifth chapter is the empirical test and the result discussion, in turn, the descriptive statistical analysis of the data, the test of the reliability and validity of the scale, the common method deviation test, the variable correlation analysis, the main effect, the control effect, the intermediary effect and the adjustment effect of the empirical test theory model, and the empirical results are discussed.
In the sixth chapter, the conclusions and prospects are highly refined and elaborated. On this basis, the corresponding management enlightenment is put forward, and the shortcomings of the research are further analyzed, and the future research direction is pointed out.
The conclusions of this paper are as follows: (1) advertising input, store image and perceived quality gap of private brand have significant negative correlation, and the significance of store image is greater than advertising input. Price promotion has a significant positive correlation with the perceived quality gap of private brand perception. (2) the effect of exquisite packaging on perceived quality gap of private brands is not significant. Beautiful packaging, advertising input, store image and personal brand emotional perception have significant positive correlation, and store image is the strongest, advertising input is the second. Price promotion has a significant negative correlation with emotional perception of own brand, and the negative impact of price promotion on the sense perception of private brand is greater than that of store image to emotional feeling. The positive influence of knowledge is positive; (3) the perceived quality gap of private brand has a significant negative correlation with the consumer premium willingness to pay, and there is a significant positive correlation between private brand emotion perception and consumer premium willingness to pay, and the positive impact of private brand emotion perception on consumer premium payment will is greater than the perceived quality gap of private brand. The negative impact of consumer premium payment intention; (4) the perceived quality gap of private brand and emotional perception of private brand are two important intermediary variables of the model, among which, the perceived quality gap between the private brand and the emotional perception is partly mediated between the exquisite packaging and the consumer premium willingness to pay, in the advertising investment, price promotion, and business. The relationship between store image and consumer premium payment will be completely mediator effect, and the intermediary effect of private brand emotion perception is greater than the perceived quality gap of private brand. (5) the consumer price quality model has no regulatory effect on the relationship between perceived quality gap of private brand and consumer premium willingness to pay, and its moderating effect is main. This study is based on the relationship between the emotional perception of private brands and the willingness to pay for the premium of consumers. Based on the theoretical and empirical research, we have made a more comprehensive and in-depth understanding of the relationship between the retailer's private brand marketing strategy and the premium payment intention of the consumer.
The innovation of this article mainly includes the following 4 points:
(1) the object of this study is the high-end private brand of the retailer, which enriches the existing own brand theory. The past research only focuses on the original state or the following type of private brand. This research has analyzed the high-end or premium self brand image of some large chain retailers and broke through the past Limited to the consumption. This paper attempts to explore the influencing factors of consumers' willingness to pay for their own brand premium.
(2) the present study extends the definition of the perceived connotation of consumer's private brand. At present, the literature on consumer's private brand perception is more reflected in the quality perception, and there is less literature research on attitude or emotion perception. In fact, brand sentiment represents the brand image to a great extent, and is the premium of brand premium. This study uses the "perceived quality gap of private brands" to replace the "perceived quality of self brand" used in the previous literature, which can directly reflect the quality difference between the brand and the manufacturer brand, and has a stronger explanatory power to the consumer's willingness to pay for the self brand premium relative to the manufacturer's brand.
(3) four key private brand marketing strategies are extracted in this study. Since the previous literature is mainly based on the original state and following brand products, scholars have ignored the importance of marketing strategy. In fact, the marketing strategy sets up its own brand image and conveys the high-end positioning of its own brand products. It is very important that four key private brand marketing strategy variables (exquisite packaging, advertising input, price promotion and store image) are extracted from the perspective of consumer perception by combing the literature and combining the marketing practice of high-end private brands and consumer interviews. The empirical study shows that these four marketing variables are the influence elimination. The key antecedents of brand perception are enriched by existing brand marketing theories.
(4) this study introduces the self brand perception variable as the intermediary variable of the model, constructs the model of the retailer's private brand marketing strategy on the premium payment intention of the consumer, and expounds the influence mechanism of the retailer's own brand marketing effort on the self owned brand premium payment intention of the consumer. The perceived quality gap and the emotional perception angle open the black box between the retailer's private brand marketing stimulus and the consumer premium willingness to pay. The empirical test shows that the perceived quality gap between the private brand and the retailer's private brand marketing strategy and the consumer's willingness to pay will play an important intermediary role. The intermediary effect of emotional perception of private brand is significantly greater than that of private brand.
The inadequacies of this paper include: (1) the study does not consider the category variables of their own brand products. In fact, the impact of marketing strategies on consumer brand awareness and premium payment will vary with the product category. (2) on data collection, this study does not take objective data, but is perceived from the consumer. The above deficiencies will be compensated for in the future.
【学位授予单位】：西南财经大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F274;F713.55;F713.32
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相关博士学位论文 前4条
1 施晓峰;商品组合价值对溢价支付意愿影响研究[D];吉林大学;2011年
2 李静;品牌认知对消费者感知质量影响的研究[D];北京邮电大学;2011年
3 古安伟;基于消费者关系视角的品牌资产概念模型及其驱动关系研究[D];吉林大学;2012年
4 江敏华;中国零售商自有品牌决策行为研究[D];上海交通大学;2008年
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