自我建构与新产品极端—折中评价策略的选择
发布时间：2018-11-25 08:40
【摘要】：创新性产品可以给消费者带来利益,却往往面临更高的失败风险。企业只有深入了解消费者产品效价不一致情况下的评价策略,才能选取适当的营销工具进行有针对性的干预,从而改善消费者对新产品的评价并提升品牌形象,推动品牌建设进入良性循环。通过两个实验探究不同自我建构消费者在新产品与品牌效价不一致时进行信息加工、形成产品评价的异同机理发现,在低涉入度条件下,受不同自我建构个体精细加工差异的影响,独立我完全依据产品属性信息做出评价(极端策略),依存我同时依据品牌和属性信息做出评价(折中策略)。而导致上述结果的主要原因在于独立我与依存我不同的评价策略,而非两者对品牌诊断性的知觉差异。因此,对大量正处于成长期的我国企业而言,一定要根据具体销售情境,借助适当的营销工具(广告、包装等)营造高涉入度的消费情境,以此提升消费者评价和品牌形象,构筑企业持续竞争优势。
[Abstract]:Innovative products can bring benefits to consumers, but often face a higher risk of failure. In order to select appropriate marketing tools for targeted intervention, enterprises can improve the evaluation of new products and enhance the brand image by deeply understanding the evaluation strategy of consumer products under the condition of inconsistent titer price, in order to select appropriate marketing tools to carry out targeted interventions, so as to improve consumers' evaluation of new products and enhance their brand image. Promote brand construction into a virtuous circle. Through two experiments to explore the different self-construction consumers in the new product and brand titer when the information processing, the formation of product evaluation mechanism of similarities and differences, found that under the conditions of low involvement, Under the influence of different self-constructed individual fine processing differences, independent I make evaluation according to product attribute information (extreme strategy) completely, and dependant I make evaluation according to brand and attribute information (compromise strategy) at the same time. The main reason for the above results lies in the different evaluation strategies between the independent self and the independent self, rather than the difference in their perception of brand diagnostics. Therefore, for a large number of enterprises in the growing period of our country, it is necessary to create a high-involvement consumption situation with the help of appropriate marketing tools (advertising, packaging, etc.) according to the specific sales situation, so as to promote consumer evaluation and brand image. Build a sustainable competitive advantage for enterprises.
【作者单位】： 淮阴工学院商学院;
【基金】：教育部人文社会科学基金项目“自我建构对消费者品牌延伸评价的影响:信息处理机制、影响因素与营销应用”(13YJC630251) 江苏省社会科学基金项目“江苏农产品品牌价值评估与品牌建设策略研究”(14GLD001) 江苏省高校优秀中青年教师境外研修项目
【分类号】：F274
[Abstract]:Innovative products can bring benefits to consumers, but often face a higher risk of failure. In order to select appropriate marketing tools for targeted intervention, enterprises can improve the evaluation of new products and enhance the brand image by deeply understanding the evaluation strategy of consumer products under the condition of inconsistent titer price, in order to select appropriate marketing tools to carry out targeted interventions, so as to improve consumers' evaluation of new products and enhance their brand image. Promote brand construction into a virtuous circle. Through two experiments to explore the different self-construction consumers in the new product and brand titer when the information processing, the formation of product evaluation mechanism of similarities and differences, found that under the conditions of low involvement, Under the influence of different self-constructed individual fine processing differences, independent I make evaluation according to product attribute information (extreme strategy) completely, and dependant I make evaluation according to brand and attribute information (compromise strategy) at the same time. The main reason for the above results lies in the different evaluation strategies between the independent self and the independent self, rather than the difference in their perception of brand diagnostics. Therefore, for a large number of enterprises in the growing period of our country, it is necessary to create a high-involvement consumption situation with the help of appropriate marketing tools (advertising, packaging, etc.) according to the specific sales situation, so as to promote consumer evaluation and brand image. Build a sustainable competitive advantage for enterprises.
【作者单位】： 淮阴工学院商学院;
【基金】：教育部人文社会科学基金项目“自我建构对消费者品牌延伸评价的影响:信息处理机制、影响因素与营销应用”(13YJC630251) 江苏省社会科学基金项目“江苏农产品品牌价值评估与品牌建设策略研究”(14GLD001) 江苏省高校优秀中青年教师境外研修项目
【分类号】：F274
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