竞争品牌危机情景下企业广告策略对消费者品牌态度的影响

发布时间：2018-06-08 22:46

本文选题：品牌危机 + 产品伤害危机　；参考：《西南财经大学》2013年硕士论文

【摘要】：近几年,市场经营环境的复杂多变以及现代化媒介技术的高速发展使得品牌危机事件频频爆发。品牌危机事件侵害消费者权益的同时,也使企业遭受经济以及名誉上的损失。例如,2011年经央视315晚会曝光,双汇瞬间陷入“瘦肉精”事件,直接导致当天双汇发展股价跌停,市场蒸发103亿,并迅速成为众矢之的。现今的中国,品牌危机的频繁爆发已然成为企业成长过程不可或缺的必经阶段,要求企业强化常态管理的时候,也应该提高企业危机管理意识。学术界关于品牌危机方向的研究文献可谓汗牛充栋,然而更多着眼于危机企业的视角分析品牌危机对消费者态度、行为的影响、危机的外部效应以及企业的应对策略,鲜有学者以第三方企业的角度研究当同行业竞争品牌危机时,作为第三方企业的应对策略问题。现实中,一个企业的品牌危机不是单一地来源于企业内部也可能来自于企业外部,已有研究显示竞争品牌危机事件不是孤立存在的,它能通过企业相似性等因素影响着同类企业。因此作为第三方企业来说,不仅要有积极应对企业内部发生危机意识,也要有积极面对来自同业竞争品牌危机的意识。面对来源于竞争品牌危机事件,企业防火烧身的同时也应该借机生势,通过竞争品牌的失误改变现有的竞争格局。本文在以往品牌危机事件溢出效应研究的基础上,考虑企业该如何积极主动地应对竞争品牌危机而非被动地等待危机的正负溢出。因为有学者研究指出,竞争品牌危机期间,企业的营销努力会变得更有效并更有攻击性(BroniarczykJoseph,1994)1且Heerde (2007)2更进一步地认为,竞争品牌发生危机的情景会使企业的营销策略更加有效果。品牌不单单是一个简单的标识、符号,更是一份对顾客的承诺,然而趋利的本能似乎让很多企业淡忘了这份应有的承诺,从而引发品牌危机事件。品牌危机是企业品牌负面事件的一个简称,具体是指企业经营中涉及其产品、服务、公司或者员工并表现为破坏大和传播广的负面事件。本文试图研究当竞争对手发生主动性品牌危机,即竞争企业因为主观因素引发危机时(比如过度降低成本引发产品质量缺陷),企业采取何种广告策略更加有效的问题,期望通过这项研究为企业的危机管理增添一个新视角。具体的研究中,本文从该主动性危机是否起源于竞争品牌产品本身出发,创造性地将品牌危机事件划分为产品伤害危机和价值观危机,进而考虑竞争品牌这两种危机情景下,企业营销策略有效性问题。采用广告作为竞争品牌危机情景下企业的营销策略,是因为广告作为现代企业品牌宣传最为有效的手段,能生动形象传达企业的产品或者企业的形象意识,有利于消费者最大程度地理解。同时在具体的研究中本文根据现实广告案例的梳理以及以往学者的分析总结,进一步将企业的广告策略划分为以宣传产品为主的和以宣传企业形象为主的两类广告形式,考虑竞争品牌不同品牌危机情景下企业选择不同广告策略的最优化问题。结合对竞争品牌两种危机情景以及企业广告策略的两种分类的界定,本文用实验法分析二者对消费者品牌态度的影响,首先,研究竞争企业危机情景对消费者品牌态度的影响,并深入分析哪一种危机情景的影响比较深远；其次,研究竞争品牌不同危机情景下,企业使用哪一种广告策略(企业产品广告和企业形象广告)较为有效。最后,通过得出的实证结果对企业危机管理提出有参考性的建议。具体的实验操作分预测和正测两个步骤,其中预测的目的在于对研究设计的竞争品牌危机情景以及企业广告策略模拟的确认,确保不同的危机情景和广告策略能够很好地被区隔,保证正式实验的情景刺激的有效性。由于涉及到竞争品牌的两种危机情景以及企业的两种广告策略,因此正式实验采用2(竞争品牌危机类型：价值观型危机与产品伤害危机)×2(企业广告策略：企业形象广告与企业产品广告)的组间设计,将实验对象分为4组,探讨竞争品牌不同危机类型对消费者品牌态度的影响程度,并且比较消费者面临企业不同广告策略后品牌态度是否存在差异。研究的主要结论为：(1)不论竞争品牌发生的是产品伤害危机事件还是价值观危机事件,对消费者的品牌态度都存在负向影响。(2)面对竞争企业发生的品牌危机事件,企业应该更加关注竞争品牌产品伤害危机事件,因为研究结论发现相对于竞争品牌发生价值观危机,竞争品牌的产品伤害危机对消费者品牌态度影响更加显著。(3)竞争品牌产品伤害危机情景下,相对于企业形象广告策略,企业启动企业产品广告策略对消费者品牌态度影响更加显著。(4)竞争品牌价值观危机情景下,相对于企业产品广告策略,企业启动企业形象广告策略对消费者品牌态度影响更加显著。本文的研究结论的意义,从企业管理实际运作角度来看,为企业的现代化管理提供全新的视角。企业应该多角度地看待品牌危机事件,紧密关注企业内部危机事件的同时,也需要关注同类竞争企业的危机事件,两方面都要重视,都有准备好应对策略。媒介经济高度发达的今天,品牌危机的瞬间最大化对于一个危机企业来说往往是措手不及的,而从市场竞争角度考察,这种措手不及对非危机爆发原点的企业来说是一种挑战也是颠覆市场固有竞争格局的机会。危机,更多时候企业只考虑自身发生情景下该如何应对,即自扫门前雪,不管他人瓦上霜的境地。因此过去的理论也大多竞争与企业自身发生危机情景下企业响应策略、以及危机对消费品牌态度、自身品牌资产的影响上。而本文通过现实分析结合实证验证的状态下,发现企业借助竞争对手的一时危机能够很好地改变消费者品牌态度这一事实,为现代化竞争经济提供新渠道和方向。从理论角度来看,本文研究结论推进了品牌危机的研究,而且为竞争品牌危机情景下企业的危态管理提供了理论依据。首先,在品牌危机层面上,通过对现实品牌危机事件的观察分析,对品牌危机进行了分类。开拓了品牌危机的研究空间,丰富了品牌危机理论。解释了危机发生后为什么对竞争品牌溢出效应会出现不一致的问题。其次,在竞争品牌危机情景下企业广告策略对消费者品牌态度影响的模型上,通过实证验证了企业除了被动地等待危机的溢出效果时,可以主动地选择营销策略进行主动防御或者进攻。
[Abstract]:In recent years, the complex and changeable market environment and the rapid development of modern media technology have caused the outbreak of brand crisis. At the same time, the brand crisis infringes on the rights and interests of consumers, but also causes the enterprises to suffer economic and reputation losses. For example, in 2011, the CCTV will be exposed to the "lean meat essence" incident at the 315 evening of the CCTV. It directly leads to the decline of the stock price in the same day, the market evaporates 10 billion 300 million, and is rapidly becoming the target of the public. Nowadays, the frequent outbreak of brand crisis has become an indispensable required stage for the growth process of the enterprise. When the enterprise is required to strengthen the normal management, it should also raise the crisis management consciousness of the enterprise. The academic circle about the brand crisis. The research literature of direction can be described as numerous, but more attention is given to the perspective of crisis enterprises to analyze the impact of brand crisis on consumer attitude, behavior, external effects of the crisis and the coping strategies of enterprises. Few scholars study the crisis of the same industry when the competition brand crisis in the same industry in the perspective of the third party enterprises, as the coping strategies of the third party enterprises. In reality, the brand crisis of an enterprise is not only from the inside of the enterprise or from the outside of the enterprise. The existing research shows that the competitive brand crisis is not isolated, it can affect the similar enterprises through the enterprise similarity and so on. Therefore, as a third party enterprise, it should not only have a positive response to the enterprise. In the face of the crisis awareness of the internal crisis, we should also face the crisis of the competition brand from the competition. Facing the crisis of the competition brand, the enterprise should also take the opportunity to fire the fire, and change the existing competition pattern by the mistake of the competitive brand.
On the basis of the previous research on the spillover effect of brand crisis events, this paper considers how enterprises should actively respond to the competitive brand crisis rather than passively wait for the positive and negative spillovers of the crisis. Because some scholars have pointed out that the marketing efforts of the enterprise will become more effective and more aggressive during the competitive brand crisis (BroniarczykJoseph, 199) 4) 1 and Heerde (2007) 2 further believe that the crisis situation in the competition brand will make the marketing strategy more effective. The brand is not only a simple logo, symbol, but also a commitment to the customer. However, the instinct of profit making seems to allow many enterprises to forget the due commitment, thus triggering the brand crisis. The brand crisis is an abbreviation of the negative events of the enterprise brand, which refers to the negative events involving their products, services, companies or employees in the business operation. This article tries to study the active brand crisis of the competitors, that is, when the competitive enterprises cause the crisis because of the subjective factors (such as excessive reduction. Low cost leads to product quality defects. What kind of advertising strategy is more effective for enterprises, we expect to add a new perspective to the crisis management of enterprises through this research. In the concrete study, this article from whether the initiative crisis originates from the production of competitive brand products and creatively divides brand crisis events into products. Damage crisis and value crisis, and then consider the competitive brand of these two crisis situations, the effectiveness of enterprise marketing strategy. Advertising as a competitive brand crisis situation enterprise marketing strategy, is because advertising is the most effective means of advertising as a modern enterprise brand, can vividly convey the product or enterprise of enterprise. In the specific study, this paper further divides the advertising strategies into two types of advertising forms based on propaganda products and propagandize the enterprise image, considering the different products of competitive brands. Under the brand crisis scenario, the optimization problem of different advertising strategies is chosen.
Combined with the definition of two kinds of crisis situations and two categories of corporate advertising strategies, this paper analyzes the influence of the two people on the consumer brand attitude with the experimental method. First, it studies the impact of the crisis situation on the consumer brand attitude, and deeply analyzes the impact of which crisis situation is far-reaching; secondly, the research competition is competitive. Under different crisis situations, which kind of advertising strategy (enterprise product advertisement and corporate image advertisement) used by enterprises is more effective. Finally, it puts forward some reference suggestions on enterprise crisis management through the empirical results. The concrete experimental operation is divided into two steps, including the prediction and the positive test. The purpose of the prediction is to design the research. Competitive brand crisis situation and corporate advertising strategy simulation confirm that different crisis situations and advertising strategies can be well separated and ensure the effectiveness of the formal experiment. Because of the two crisis situations involving competitive brands and two kinds of business strategies, the formal experiment uses 2 competitive brands. Crisis type: value type crisis and product injury crisis) x 2 (enterprise advertising strategy: corporate image advertising and enterprise product advertising) design between groups, the experimental object is divided into 4 groups to explore the impact of different types of competitive brand on consumer brand attitude, and compare consumers with different advertising strategies after the brand. The main conclusions of the study are as follows: (1) there is a negative impact on the brand attitude of consumers whether the competition brand is the product injury crisis or the value crisis. (2) in the face of the brand crisis events in the competitive enterprises, the enterprise should pay more attention to the crisis event of competitive brand products, because the enterprise should pay more attention to the crisis of the competitive brand products. In order to find out the value crisis of the competitive brand, the product injury crisis of competitive brand has a more significant impact on the consumer brand attitude. (3) under the situation of competitive brand product injury crisis, compared with the corporate image advertising strategy, the enterprise's product advertising strategy has more significant impact on the consumer brand attitude. (4) Compared with the product advertising strategy, the corporate advertising strategy has a more significant impact on consumer brand attitude.
The significance of this research conclusion, from the point of view of the actual operation of the enterprise management, provides a new perspective for the modern management of the enterprise. The enterprise should look at the brand crisis events in many angles, pay close attention to the internal crisis of the enterprise, and also pay attention to the crisis events of the same kind of competition and enterprise. All of the two aspects should be paid attention to and are all prepared. Good response strategy. Today, as the media economy is highly developed, the maximization of the brand crisis is often unprepared for a crisis enterprise. From the point of view of market competition, this kind of challenge is a challenge to the enterprise which is not the origin of the crisis. At the same time, enterprises only consider how to cope with their own scenarios, that is, snow in front of the door, regardless of the situation of other people's frost. Therefore, the past theories are mostly competitive with the enterprise response strategy under the crisis situation of the enterprise itself, and the impact of the crisis on the consumer brand attitude and its own brand assets. In the case of empirical verification, it is found that enterprises can well change the consumer brand attitude with the help of the competitors' temporary crisis, and provide new channels and directions for the modern competitive economy. From a theoretical point of view, the conclusion of this paper has promoted the research of brand crisis and the dangerous management of enterprises under the situation of competitive brand crisis. Theory provides a theoretical basis. First, in the brand crisis level, through the observation and analysis of the real brand crisis events, the brand crisis is classified, the research space of brand crisis has been opened up, the brand crisis theory is enriched. The problem of why the spillover effects of competitive brand will occur after the crisis is explained. Secondly, On the model of the influence of corporate advertising strategy on consumer brand attitude under the situation of competitive brand crisis, it is proved that the enterprise can actively choose marketing strategy for active defense or attack, in addition to passively waiting for the spillover effect of the crisis.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.55

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