基于消费者视角下服装品牌跨界效应研究

发布时间：2018-04-30 12:10

本文选题：跨界 + 品牌联合评价　；参考：《湖北工业大学》2017年硕士论文

【摘要】：随着市场经济环境的改变,消费者需求越来越趋向于多样化。基于新时代发展带来新的商业思维,传统的商业模式将被突破和重塑。企业家们转变固定的思维模式,企业间的边界壁垒逐渐被打破,开始跨越自身的界限,用跨界的思维向其他行业寻求合作。一旦跨越传统的经营理念和商业模式,就有了弯道超车的机会。研究表明,不一样的行业之间的跨界合作已经成为企业的一种新的营销手段,跨界成为企业迎合时代发展的潮流、提升创新能力的重要竞争战略。对于跨界,国内外的学者们研究较多的是对品牌联合的认识,品牌联合评价的影响因素以及品牌联合的溢出效应等方面,且大多数都是对现有的案例进行分析,很少涉及实证研究。本文通过对企业跨界的背景和动因分析,对消费者联合评价和影响联合评价的因素的文献的梳理,结合消费者情感迁移理论、信息整合理论等,分别构建了跨界的主效应及溢出效应两个研究模型。在实验研究中,选择服装品牌(HM)和手机品牌(Iphone)展开虚拟联合,通过问卷调查和情景模拟实验,测量品牌资产、品牌匹配度、消费者创新性以及品牌联合评价在两个模型中的关系,从而为服装企业采用跨界策略提供有效的参考建议。主要研究内容如下:(1)介绍跨界现象的发展背景、现状和分类。选取服装行业作为本次研究的主要对象,并通过与服装行业合作的行业类型将服装行业的跨界分为合服装行业的横向跨界(业外跨界)和纵向(业内)跨界两大类型。(2)根据关于跨界的理论文献,选取品牌资产、品牌匹配度、联合评价、消费者创新性作为研究的变量,构建本研究的两个模型,分为主效应模型(品牌资产-联合评价)和溢出效应模型(联合评价-品牌资产),提出假设并设计本次研究的实验。(3)运用SPASS数据分析软件对实验中获取的数据进行分析,结果表明在服装行业跨界合作的主效应模型中,合作品牌的品牌资产和品牌匹配度都会对联合评价产生积极影响;消费者创新性也在品牌匹配度和联合评价作用过程中产生积极影响。在服装行业跨界合作溢出效应模型中,联合评价正向影响合作品牌合作后的品牌资产;品牌匹配度和消费者创新性两个因素的影响作用会因品牌定位不同略有差异。(4)基于上述研究结论,为服装品牌跨界联合提出参考建议:选择合适的跨界合作品牌、注重消费者的创新性。
[Abstract]:With the change of market economy environment, consumer demand tends to be more and more diversified. Based on the development of the new era, the traditional business model will be broken through and reshaped. Entrepreneurs change the fixed mode of thinking, the boundary barriers between enterprises are gradually broken down, start to cross their own boundaries, using cross-border thinking to seek cooperation from other industries. Once crossed the traditional business philosophy and business model, there is a corner overtaking opportunities. The research shows that cross-border cooperation between different industries has become a new marketing means of enterprises, cross-border enterprises to meet the trend of development of the times, an important competitive strategy to enhance innovation ability. For cross-border, scholars at home and abroad are more concerned with the understanding of brand alliance, the influence factors of brand joint evaluation and the spillover effect of brand alliance, and most of the existing cases are analyzed. Little empirical research is involved. Based on the analysis of the background and motivation of the cross-border enterprises, this paper combs the literature on the joint evaluation of consumers and the factors affecting the joint evaluation, combined with the theory of consumer emotional transfer, the theory of information integration, and so on. Two research models of main effect and spillover effect are constructed respectively. In the experimental study, choosing clothing brand (HM) and mobile phone brand (phoneone) to carry out virtual association, through questionnaire survey and scenario simulation experiment, to measure brand equity, brand matching degree, The relationship between consumer innovation and brand joint evaluation in the two models provides an effective reference for garment enterprises to adopt cross-border strategies. The main research contents are as follows: 1) introduce the development background, present situation and classification of cross-boundary phenomena. Select the clothing industry as the main object of this study, And through the industry types of cooperation with the clothing industry, the clothing industry is divided into two types: horizontal (off-line) and vertical (cross-border). (2) according to the theoretical literature on cross-border, brand equity is selected. Brand matching degree, joint evaluation, consumer innovation as variables of the study, build two models of this study, It is divided into main effect model (brand equity-joint evaluation) and spillover effect model (joint evaluation-brand equity). The hypothesis is put forward and the experiment of this study is designed. SPASS data analysis software is used to analyze the data obtained in the experiment. The results show that in the main effect model of cross-border cooperation in garment industry, the brand equity and brand matching degree of cooperative brand will have a positive impact on joint evaluation. Consumer innovation also has a positive impact on brand matching and joint evaluation. In the garment industry cross-border cooperation spillover effect model, the joint evaluation positively affects the brand equity after the cooperative brand cooperation; Based on the above conclusions, the paper puts forward some suggestions for the cross-border joint of clothing brands: choosing appropriate cross-border cooperative brands. Focus on consumer innovation.
【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.86

【参考文献】