“示弱”品牌传记在“蛇吞象”跨国并购中的正面效应

发布时间：2018-10-29 20:50

【摘要】：人们习惯认为,企业应通过"示强"——"凸显自己优势"的方式来赢得消费者青睐。然而,众多国际知名企业却通过"示弱"的营销思维赢得全球"粉丝"(如苹果等)。虽然美国学术界已证实"示弱营销"更能赢得消费者情感认同,但国内理论界尚未关注"示弱营销"的价值。本文在国内率先对"示弱营销"进行实证研究,以国际市场"蛇吞象"并购为背景,探索"示弱"品牌传记是否能减弱"蛇吞象"中对"强"品牌的负面影响以及其机制。结果表明:当弱品牌不采用"示弱"品牌传记时,消费者对强品牌的购买意愿下降;当弱品牌采用"示弱"品牌传记时,相比"示强"品牌传记,消费者对弱品牌的情感认同更高,对强品牌购买意愿下降得更少;品牌传记与强品牌购买意愿之间的关系经过消费者对"弱"品牌的情感认同发挥影响。论文最后讨论了本文结论对新兴国家企业在借"示弱营销"建立品牌情感,以及并购后品牌管理、品牌传播等方面的营销战略借鉴。
[Abstract]:It is customary to think that companies should win over consumers by "strengthening"-"highlighting their strengths". However, many international famous enterprises have won global fans through weak marketing thinking (such as Apple). Although American academic circles have proved that "weak marketing" can win more emotional recognition from consumers, the domestic theorists have not paid attention to the value of "weak marketing". This paper takes the lead in the empirical study of "weak marketing" in China, and explores whether the "weak" brand biography can weaken the negative influence on "strong" brand and its mechanism in the context of "snake swallowing" M & A in the international market. The results show that when weak brands do not adopt "weak" brand biographies, consumers' willingness to buy strong brands decreases; When the weak brand adopts the "weak" brand biography, compared with the "strong" brand biography, consumers' emotional identity to the weak brand is higher, and the willingness to buy the strong brand decreases less; The relationship between brand biographies and strong brand purchase intentions is influenced by consumers' emotional identity to "weak" brands. Finally, the paper discusses the conclusion of this paper for the emerging countries in the "weak marketing" to establish brand sentiment, as well as the acquisition of brand management, brand communication and other aspects of marketing strategy reference.
【作者单位】：中山大学管理学院;
【基金】：国家自然科学基金面上项目“品牌原产国刻板印象反转机制研究——基于刻板表征理论中的亚分组和去个性化模式”(批准号71172164)
【分类号】：F273.2

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