中国元素是否有效:全球品牌全球本土化战略的消费者态度研究——基于刻板印象一致性视角

发布时间：2018-08-25 14:55

【摘要】：随着中国软实力的不断提升,中国元素成为一个热点话题,全球品牌运用中国元素也成为一种十分流行的全球本土化战略。但本土消费者对此战略的态度评价还鲜有研究。以多品类下六个全球品牌的真实产品为研究对象,采用问卷调查法收集数据,引入刻板印象一致性的概念,探究全球品牌全球本土化战略中运用的中国元素如何对消费者态度产生影响作用;在统计方法上,使用总效应调节模型,把中介变量"品牌本土象征性"与调节变量"全球认同/本土认同"同时纳入模型进行分析,由此研究发现,中国元素的刻板印象一致性对品牌本土象征性和产品购买可能性产生显著正向作用;品牌本土象征性在中国元素刻板印象一致性对购买可能性的影响过程中具有部分中介作用;最后,消费者文化认同(全球认同与本土认同)在上述过程中还具有调节作用。这一研究结果做出了创新性的理论贡献,解释了中国元素对消费者态度产生作用的影响机制,开创了中国元素问题的实证研究,并对全球品牌如何提高中国元素运用成效具有重要营销战略指引。总体上,全球品牌需要很好地理解本土文化元素的真实内涵,尽力做到刻板印象一致性,使得本土文化元素较好地融入到全球品牌中,从而提升消费者态度评价。这种战略还需要针对不同细分市场进行相应的调整。
[Abstract]:With the continuous improvement of China's soft power, Chinese elements have become a hot topic, and the use of Chinese elements by global brands has become a very popular global localization strategy. But there is little research on the attitude of local consumers to this strategy. Taking the real products of six global brands under various categories as the research object, collecting data by questionnaire, introducing the concept of stereotype consistency. To explore how the Chinese elements used in the global localization strategy of global brands have an impact on consumer attitudes, and to use the aggregate effect adjustment model in statistical methods, The "brand local symbolism" of intermediary variable and "global identity / local identity" of moderating variable are included in the model to analyze, and it is found that, The consistency of stereotype of Chinese elements has a significant positive effect on the local symbolism of the brand and the possibility of product purchase, and the local symbolism of the brand plays a part of intermediary role in the process of the influence of the consistency of the stereotypical impression of the Chinese element on the purchase possibility. Finally, consumer cultural identity (global identity and local identity) also plays a regulatory role in the process. The results of this study make innovative theoretical contributions, explain the influence mechanism of Chinese elements on consumer attitudes, and create an empirical study on the issue of Chinese elements. And the global brand how to improve the effectiveness of the use of Chinese elements has an important marketing strategy guidance. In general, global brands need to understand the true connotation of local cultural elements, try to achieve stereotype consistency, so that local cultural elements are better integrated into the global brand, thereby enhancing consumer attitude evaluation. This strategy also needs to be adapted to different segments of the market.
【作者单位】：华东师范大学商学院;
【基金】：国家自然科学基金面上项目“品牌价值观的结构与融合:中国跨国公司品牌价值增值机制及全球化定位战略研究”(项目编号:71372177)、国家自然科学基金面上项目“国家认同、国家品牌资产与‘中国制造’态度评价:重大活动的影响机制”(项目编号:71072152) 上海市浦江人才计划项目“国家文化认同、国家形象与中国企业品牌国际化:影响机制与实现路径”(项目编号:13PJC029)的阶段性成果
【分类号】：F713.55;F274

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