基于利益相关者的品牌治理研究

发布时间：2018-07-22 15:37

【摘要】：随着世界范围内买方市场趋势的持续增强,顾客的自主购买能力逐步提升,公司间竞争的重点从产品转向品牌,构建良好品牌形象成为形成公司核心竞争力的关键。实践证明,利益相关者不但是提升品牌价值的关键资源,还对保障品牌健康发展具有重要作用。因此,以维护利益相关者品牌共建为目的的品牌治理成为当前实现品牌健康与可持续发展的重要手段。在我国,品牌治理获得了突飞猛进的发展,然而值得注意的是,我国品牌治理在演进的过程中,却缺乏良性思考与指导,致使在品牌共建行为中承担不同责任的角色发展失调,短期内能够带动品牌价值提升的利益相关者得到优先发展,而承担监督和约束职能的利益相关者却时常被公司选择性忽略,出现了大量以品牌健康换取短期品牌价值的不良发展模式。这一问题同样困扰着东、西方的学者,并推动品牌治理成为品牌研究领域的前沿与热点。目前品牌治理研究主要集中在三个方面,促使利益相关者参与品牌治理的原因是什么?如何提升利益相关者在品牌治理中的表现?品牌治理的效果又该怎样衡量? 带着这三个问题,本文对品牌治理展开研究,以利益相关者参与品牌治理的影响因素为切入点,以品牌治理的深化过程为导向,通过品牌治理融入度衡量品牌治理的实施效果,形成了贯穿品牌治理形成、发展与测量的研究逻辑思路。并通过经济学范式分析、博弈模拟等方法较为系统对品牌治理进行分析,形成本文研究框架,具体步骤如下：首先,对影响利益相关者参与品牌治理的因素进行探索,该类因素是形成品牌治理的基础,也是品牌治理研究的起点。本文在前人研究的基础上,进一步分析了品牌治理的参与机制,将品牌共建过程简化为由公司与利益相关者共同参与的生产过程,将品牌治理视为保障该生产过程的制度,以最优生产与公平分配为线索,通过引入柯布-道格拉斯(Cobb-Douglas)生产函数与心理契约理论构建基于利益相关者的品牌治理参与模型,并推导出利益相关者参与品牌治理活动的心理预期函数。根据利益相关者的心理预期,结合实地访谈的采访结论,最终提取了六个品牌治理参与因素,分别是交流环境、物质激励、品牌情感、活动乐趣、宣传能力以及劳动成本。同时根据分析过程中,利益相关者在品牌治理中诉求的差别,将利益相关者分为备用型、奉献型、权益型与伙伴型四类。其次,在借鉴品牌社群理论研究成果的基础上,创新性提出了品牌治理融入度的概念,将其定义为公司与利益相关者在品牌治理过程中完成自己所承担责任与义务的程度,根据参与者在品牌治理中的融入表现衡量品牌治理的效果。同时加强对品牌共建与治理机制的分析,通过品牌拥有公司与其他利益相关者的动态博弈模拟品牌共建的过程,并针对博弈中的局限与矛盾,提出品牌治理的基本目标与作用,即统一意识形成合作前提,监督惩罚手段作为合作保障,动态、长期博弈实现合作优化。以此为线索,进一步提出品牌治理融入度的三个测量维度,分别为归属意识、监督与维权意识以及可持续发展潜力。利益相关者在品牌治理中的融入程度从本质上决定了品牌治理的实施效果,不仅作为一套反映连续状态的测量指标体系,区分利益相关者能否真正融入品牌治理之中,还同时兼顾了品牌共建过程中的效率与公平。再次,根据基于前人研究的理论分析,引入品牌共建中的认同意识与参与关系两个变量作为深化品牌治理的两条路径。认同感会对参与者的合作心理产生影响,产生喜好、偏向,并依此为基础,加强或减弱利益相关者在品牌治理活动中的表现,进而影响其品牌治理融入度；而合作关系作为调节、修饰参与者间合作的重要因素,直接决定了品牌共建表现与品牌治理的效果,是影响品牌治理融入度的重要因素。另一方面,品牌治理的深化路径也是沟通品牌参与因素与品牌融入度的桥梁,将利益相关者参与品牌治理的影响因素与品牌治理融入度联系起来,实现了品牌治理从参与开始,历经深化过程直到产出效果的完整运行路径,即通过认同意识与参与关系两个变量将品牌治理参与因素的六个测量维度与品牌治理融入度的三个测量维度串联起来。然后,通过访谈与调查问卷获得了较为详实的一手数据,根据对济南BBA车友会、苏州奔驰利星行俱乐部、济南之星奔驰4S店、山东电广文化传媒有限公司和莱芜大众日报社的访谈与预调查编制并纯化了问卷题项,最终回收包括奉献型、权益型与伙伴型三类利益相关者的问卷581份。使用SPSS与AMOS两种软件对数据进行分析与处理,通过探索性与验证性因子分析、相关性检验、结构方程模型、贝氏估计等方法,检验了研究假设,并根据利益相关者的分类对品牌治理的特点做了进一步的分析。另外,根据实证分析结果,对品牌治理机制进行探索,从收益激励与关系激励两个方面对品牌治理的激励机制进行解读,提出品牌治理过程中,关系激励往往比收益激励更有效；从内外部监督的角度分析了品牌治理的监督机制,阐释了只有内外部监督相结合才能确保品牌共建过程的健康；从处于弱势的利益相关者角度解释了品牌治理的约束机制,实现利益相关者对品牌拥有公司的约束。在品牌治理各项机制相互作用的条件下,分析了品牌治理效果形成机理,并通过结合我国品牌发展的具体问题,提出实务层面上品牌治理的具体效果,分别是理顺品牌共建合作脉络、提高品牌发展效率、保障品牌的可持续发展、提升品牌忠诚与建立品牌恶意竞争的防御机制。最终,在理论研究与实证分析的基础上,提出研究结论如下：第一,不同类型的利益相关者在品牌治理中表现存在差异。因此,在实务层面中,品牌拥有公司应因人而异,设置差别化品牌治理政策,从而更高效的吸引利益相关者加入并提高其在品牌治理中的表现。第二,品牌治理参与因素可以通过认同意识与合作关系影响利益相关者对品牌治理的融入度。所以在实践中,公司应在考虑品牌治理参与者构成的基础上,分析品牌治理六种参与因素在融入品牌治理中作用的比重与特点,兼顾交流环境建设与物质奖励,设计合理的投资方案,并以品牌合作活动乐趣为重点,培养品牌情感,同时也应注意降低劳动强度,提高利益相关者参与积极性以及挖掘参与者的宣传能力,正确实现品牌杠杆。另外,通过引入权益型利益相关者加强外部监督与约束,拒绝违规合谋,提升合作者信心建立品牌形象防御机制,抵御未知风险。
[Abstract]:With the increasing trend of buyer's market in the world, the ability of customers' independent purchase has been improved gradually. The focus of competition between companies has shifted from product to brand. Building a good brand image has become the key to the core competitiveness of the company. Practice has proved that stakeholders are not only the key resources to improve brand value, but also the protection of brand. Healthy development has an important role. Therefore, brand governance, which aims to maintain the Brand Co Construction of stakeholders, has become an important means to achieve brand health and sustainable development. In China, brand governance has gained rapid development. However, it is worth noting that China's brand governance is lacking in good thinking in the process of evolution. Examination and guidance make the role of different responsibilities develop in the brand co construction behavior, and the stakeholders in the short term can promote the promotion of brand value, while the stakeholders who undertake supervision and constraint functions are often ignored by the company, and a large number of brand health is changed for short-term brand value. This problem also puzzles the East and Western scholars, and promotes brand governance as the frontier and hot spot in the field of brand research. At present, the research on brand governance is mainly focused on three aspects. What are the reasons for promoting stakeholder participation in brand governance and how to improve the performance of stakeholders in brand governance? How to measure the effect of brand governance?
With these three problems, this paper studies brand governance, takes the influencing factors of stakeholder participation in brand governance as the breakthrough point, takes the deepening process of brand governance as the guidance, and measures the implementation effect of brand governance through brand governance integration, and forms a logical thinking through the research on the formation, development and measurement of brand governance. Through economic paradigm analysis, game simulation and other methods, a systematic analysis of brand governance is conducted to form the research framework.
First, the factors that affect stakeholder participation in brand governance are explored. These factors are the basis for the formation of brand governance and the starting point of brand governance research. On the basis of previous research, this paper further analyzes the participation mechanism of brand governance, and simplifies the process of brand co construction to participate in the joint participation of the company and the stakeholders. In the process of production, brand governance is regarded as a system for guaranteeing the process of production, with the best production and fair distribution as a clue. By introducing Cobb Douglas (Cobb-Douglas) production function and psychological contract theory, the brand governance participation model based on stakeholders is constructed, and the heart of stakeholder participation in brand management activities is deduced. According to the stakeholder's psychological expectation, combined with the interview conclusions of the field interview, six brand governance participation factors are finally extracted, which are communication environment, material incentive, brand emotion, activity fun, publicity ability and labor cost. Do not divide stakeholders into four types: reserve type, dedication type, equity type and partner type.
Secondly, on the basis of the research results of brand community theory, the concept of brand governance integration is proposed by innovativeness, which is defined as the degree of responsibility and obligation of the company and stakeholder in the process of brand governance, and the effect of brand governance according to participants' integration in brand governance. Strengthen the analysis of Brand Co Construction and governance mechanism, through the brand ownership of the company and other stakeholders dynamic game simulation brand building process, and aiming at the limitations and contradictions in the game, put forward the basic goal and role of brand governance, namely, unified consciousness to form cooperation before, supervision and punishment means as cooperation guarantee, dynamic, long On the basis of this, the three measurement dimensions of brand governance integration are further proposed, which are ownership consciousness, supervision and maintenance consciousness and sustainable development potential. The degree of integration of stakeholders in brand governance determines the implementation effect of brand governance in essence, not only as a set of reflecting companies. The continuous state measurement index system can distinguish whether stakeholders can truly integrate into brand governance, and also take into account the efficiency and fairness in the process of brand building.
Thirdly, according to the theoretical analysis based on previous studies, the two variables of identity awareness and participation in brand building are introduced as the two ways to deepen the brand governance. Identity will have an impact on the participants' cooperative psychology, producing preference and bias, and on the basis of this, strengthening or weakening the stakeholders in brand governance activities. Performance, and then influence the degree of brand governance, and as an important factor to adjust and modify the cooperation among the participants, the cooperation relationship directly determines the effect of Brand Co Construction and brand governance, and is an important factor affecting the integration of brand governance. On the other hand, the deepening path of brand governance is also the communication brand participation factor and brand. The bridge of integration, linking the influencing factors of stakeholder participation in brand governance with the degree of brand governance, realizes the complete running path of brand governance from participation, through the deepening process to the output effect, that is, the six measurement dimensions of brand governance through two variables of identity consciousness and participation relationship. And three dimensions of brand governance.
Then, through interviews and questionnaires, a more detailed data is obtained. According to the interview and pre investigation of Ji'nan BBA car friendship, Suzhou Mercedes Benz club, Ji'nan star Benz 4S store, Shandong radio culture media Co., Ltd. and Laiwu Volkswagen daily, the final recovery includes the dedication type. Three kinds of stakeholder questionnaire of benefit type and partnership type. The data are analyzed and processed with two kinds of software SPSS and AMOS. Through exploratory and confirmatory factor analysis, correlation test, structural equation model, bainite estimation and other methods, the research hypothesis is tested and the characteristics of brand governance are made according to the classification of stakeholder. Further analysis.
In addition, according to the results of the empirical analysis, this paper explores the brand governance mechanism, and interprets the incentive mechanism of brand governance from two aspects of income incentive and relationship incentive, and puts forward that in the process of brand governance, the relationship incentive is more effective than income incentive, and the supervision mechanism of brand governance is analyzed from the perspective of internal and external supervision. Only the combination of internal and external supervision can ensure the health of the brand co construction process, and the constraint mechanism of brand governance is explained from the point of disadvantaged stakeholder, and the stakeholders' constraints on the brand ownership are realized. The mechanism of brand governance effect is analyzed under the interaction of brand governance mechanisms, and the mechanism of brand governance is analyzed. Combined with the specific problems of China's brand development, the concrete effect of brand governance on the practical level is put forward, which are to straighten out the cooperation vein of brand co construction, improve the efficiency of brand development, guarantee the sustainable development of brand, enhance brand loyalty and establish the defense mechanism of brand malice competition.
Finally, on the basis of theoretical and empirical analysis, the conclusions are put forward as follows: first, different types of stakeholders are different in brand governance. Therefore, in the practical level, the brand ownership company should vary from person to person, set the policy of differentiated brand governance, so as to attract more efficient stakeholders to join and improve. Second, the participation factor of brand governance can affect the integration of stakeholder to brand governance through the awareness and cooperation relationship. Therefore, in practice, the company should analyze the role of brand governance in brand governance on the basis of considering the composition of the brand governance participants. Weight and characteristics, taking into account the exchange of environmental construction and material incentives, designing reasonable investment plans, focusing on the fun of the brand cooperation activities, and cultivating brand feelings. At the same time, we should pay attention to reducing labor intensity, improve the enthusiasm of the stakeholders and excavate the publicity ability of the participants and realize the brand lever. In addition, through the introduction of the right to leverage. Beneficial stakeholders strengthen external supervision and restraint, refrain from illegal collusion, enhance cooperation confidence, establish brand image defense mechanism, and resist unknown risks.
【学位授予单位】：山东大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：F273.2

【参考文献】