新创企业品牌联合的匹配机理研究

发布时间：2018-04-22 09:06

本文选题：新创企业 + 品牌联合　；参考：《河北工业大学》2015年硕士论文

【摘要】：现如今,越来越多的企业已经意识到品牌营销是他们企业维持生存与快速成长的重要手段。上百家有前瞻性、规划性的公司把品牌联合看成是扩大他们品牌的规模和影响、打入新的市场、结合新科技、通过扩大经营规模降低成本和刷新企业形象的一种方式。然而,现有的品牌联合研究更多的关注成熟企业,对新创企业的研究较少。本团队已经就新创企业品牌联合与企业绩效的关系进行了研究,而且已取得了阶段性成果,初步验证了新创企业品牌联合战略对新创企业的绩效有正向影响作用,即新创企业可以通过品牌联合的方式解决在自身资源不足的前提条件下实现快速成长的目标。然而新创企业如果采取品牌联合的战略,对与之联合的企业有何要求,即满足怎样的条件才能使新创企业与其他企业的品牌联合效果达到最优?新创企业的品牌联合战略的匹配机理是怎样的?对于这些问题的回答有助于新创企业最大限度的实施品牌联合战略,获取生存发展的优质资源,降低品牌联合的风险,因而具有非常重要的现实意义。本论文采用实验设计法研究了新创企业品牌联合的匹配机理,利用组间设计因子设计方法,根据产品匹配性、品牌匹配性、品牌资产、产品涉入度和品牌知识的高低差异设计了32个虚拟的品牌联合场景,通过现场问卷的形式收集数据,最后运用SPSS19.0对数据进行分析处理,验证假设。本研究结论为:(1)新创企业与合伙企业的产品匹配性、品牌匹配性越高,消费者对联合品牌的评价也就越高。(2)消费者对合伙企业的产品涉入度越高,联合双方产品匹配性、品牌匹配性对联合评价的正向影响将变得更强,而合伙企业的品牌资产对联合品牌评价的正向影响将变得更弱。(3)消费者的合伙企业的品牌知识越丰富,联合双方产品匹配性、品牌匹配性、合伙企业的品牌资产对联合评价的正向影响将变得更强。
[Abstract]:Nowadays, more and more enterprises have realized that brand marketing is an important means for their enterprises to survive and grow rapidly. Hundreds of forward-looking, planned companies see brand union as a way to expand their brand size and influence, enter new markets, combine new technologies, reduce costs and refresh corporate image by expanding the scale of operations. However, the existing brand alliance research pays more attention to the mature enterprise, the research to the new enterprise is less. The team has carried on the research on the relationship between brand alliance and enterprise performance, and has obtained the stage achievement, which preliminarily verifies that the brand joint strategy has a positive effect on the performance of the new enterprise. That is, the new enterprise can achieve the goal of rapid growth under the premise of insufficient resources through brand alliance. However, if the new venture adopts the strategy of brand alliance, what are the requirements for the joint enterprise, that is, what conditions can be satisfied to make the brand combination effect between the new venture and other enterprises to be optimal? What is the matching mechanism of the brand joint strategy of the new enterprise? The answer to these questions is helpful for the new enterprise to implement the brand alliance strategy to the maximum extent, to obtain the high quality resources for survival and development, and to reduce the risk of brand association, so it has very important practical significance. In this paper, the matching mechanism of brand combination is studied by experimental design method, and the design method of inter-group design factor is used according to the product matching, brand matching, brand equity, and so on. This paper designs 32 virtual brand joint scenarios based on product involvement and brand knowledge. The data are collected by field questionnaire. Finally, the data are analyzed and processed by SPSS19.0, and the hypothesis is verified. The conclusion of this study is: (1) the product matching between the new venture and the partnership, the higher the brand matching, the higher the consumers' evaluation of the joint brand is, and the higher the consumer involvement in the partnership is, the higher the product matching between the two partners is. The positive impact of brand matching on joint evaluation will become stronger, while the positive impact of partnership brand equity on joint brand evaluation will become weaker. Brand matching, partnership brand equity will have a stronger positive impact on joint evaluation.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2

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