【作者】 于伟；

【导师】 王兴元；

【作者基本信息】 山东大学 ， 企业管理， 2008， 博士

【副题名】以高科技消费品品牌为例

【摘要】 从消费者的视角看,品牌成长的过程就是消费者通过各种渠道接收有关品牌的信息,产生对品牌特定的认知,并最终导致积极偏好和忠诚行为的过程。品牌知识在其中居于关键位置。消费者品牌知识可以理解为存储在消费者记忆中的与某一品牌有关的个人化的理解和信息,这种信息既可以是描述性的,也可以是评价性的。消费者的品牌知识在其品牌决策中扮演着基础性的角色,直接决定着人们差异化的品牌选择行为。本研究以移动电话和计算机两种有代表性的常用消费类高科技品牌为对象,在对消费者行为模式、感知价值内涵和品牌知识构成、形成和影响等的相关文献进行回顾的基础上,围绕着消费者品牌知识的内涵、基于信息源的品牌知识形成机制和品牌知识对行为倾向的后续影响三个方面展开。本研究对消费者品牌知识内涵的探讨是通过焦点组的访谈和问卷调查实现的。首先以若干常见的移动电话和计算机品牌为对象,通过焦点组的访谈得到了消费者高科技品牌知识内容的测量项目池,经过初步的定性分析,将消费者的高科技消费品的品牌知识划分为30个类别。其次以此类别为内容,通过问卷调查和数据处理将消费者的品牌知识分为品牌意识、产品知识、企业知识、感知利得、感知利失、卷入认知和竞争品牌七类,它们对消费者的行为决策都起着或大或小的影响。通过焦点组的访谈还发现以广告为代表的厂商信息、使用经验、口传信息和相关教育是消费者形成品牌知识的主要途径。根据焦点组访谈的结果,本研究按照“心智地图法”的研究思路,绘制了消费者头脑中的高科技品牌知识图像,其中性价比、企业实力、原产地和标识等内容在消费者对消费类高科技品牌的认知中占有重要位置。消费者品牌知识的内涵与品牌形象、品牌联想、品牌资产等既有交叉,也存在不同之处。通过对不同概念的比较分析,本研究对各个概念的内涵进行了梳理,进一步明确了消费者有关高科技品牌知识的内涵,在此基础上形成了消费者高科技品牌知识的计量量表。消费者对以移动电话和计算机为代表的高科技品牌的知识除了具有异质性、默绘性和变动性等特征之外,还具有若干独特特征。如消费类的高科技品牌带给消费者的“社会性收益”的角色已经淡化,消费者知识存在明显的“高科技黑箱”,企业知识在消费者品牌认知中有重要作用,消费者对高科技品牌个性的认知并不清晰等。这些特征对消费者的行为倾向产生了复杂的影响。信息源对消费者品牌知识的影响是通过不同的渠道实现的。广告在长期内对消费者品牌认知的影响是通过频率和内容实现的,口传信息的影响则是通过频率、发布者和内容等消费者产生影响。使用经验作用路径最为直接,对消费者品牌记忆的影响也最为深刻。本研究依据信息源对消费者影响的不同机理,构建了从信息源到消费者品牌知识不同构面的分析框架,其中,消费者对特定产品的卷入程度在其中起到了调节作用。本研究对不同信息源对消费者品牌知识构面的影响程度进行了分析,进一步揭示了非企业可控的沟通方式对消费者感知价值形成的重要性。对消费者品牌知识形成机制的探索也为企业最大化营销资源的价值提供了借鉴。消费者品牌知识不同构面内部存在相对复杂的交互影响。本研究表明,品牌意识在消费者高科技消费品的品牌知识中起着基础性的作用,既是消费者对特定品牌形成认知的前提,也能强化消费者对品牌的价值感知。消费者对高科技企业表现的认知是品牌知识的活跃因素,对消费者的品牌意识和价值感知都具有直接的影响。消费者对高科技消费品品牌的认知对其行为倾向的影响是通过品牌关系质量实现的,其中消费者的感知利得和对企业的认知是对关系质量和行为倾向影响最为显著的两个构面。消费者与高科技消费品之间关系的质量也能够通过满意、信任和承诺加以计量。消费者的满意感主要来自其对品牌价值的感知,但是满意感对消费者行为倾向并没有显著的直接影响,这说明高科技企业对消费者仅进行满意度的建设是不够的。信任感则来自于企业实力认知、价值感知和满意的积累,对消费者溢价购买行为有积极影响。品牌承诺是满意感和信任感的积累,与消费者品牌知识并无直接的影响,品牌承诺对消费者的行为倾向具有直接和显著的影响,对消费者口碑推荐、溢价购买和重复购买等品牌忠诚行为都具有稳定的预测能力。消费者与特定高科技消费品品牌之间的关系质量受到竞争品牌的影响,本研究表明,竞争品牌的表现不仅对消费者与原品牌之间关系质量内涵有直接影响,还能调节着不同品牌知识内容对关系质量构面的影响强度。消费者获取和使用高科技品牌知识的过程也是高科技企业品牌成长和资产积累的过程。本研究从提升高科技企业平台、消费者品牌知识促成和“活化”、基于消费者认知的品牌资产积累路径等方面对高科技品牌资产积累和品牌成长提供了启示,通过对消费者关于不同源产地和不同影响力的品牌知识形成及影响的比较的分析,为本土高科技品牌和中小高科技品牌的成长提供了借鉴意义。更多还原

【Abstract】 From the view of consumers, the process of brand growth could divide into at least three parts: consumers’ receiving brand information, producing specific cognition to the brand, leading to preference and brand loyalty. Brand knowledge is the key of the process. The brand knowledge can be understood as personalization information in consumers’ memory which concludes both descriptive and appraisive factors. Consumer’s brand knowledge acts as foundational role in the process of decision-making and decides consumer’s behavior directly. After the literature review of consumer behavior pattern, perceived value and brand knowledge, the paper takes two kinds of representative high-tech brands which are mobile phone and computer as the objects, researches on the consumers’ brand knowledge contents, formation mechanism based on the information source and the effect on the behavior.The paper discusses the contents of brand knowledge by focus-group interview and questionnaire survey. Firstly, the paper takes certain common brands in mobile phone and computer as objective, obtains consumers’ high-tech brand knowledge item poll by the focus-group interview, and divides consumers’ brand knowledge into 30 categories through preliminary qualitative analysis. Secondly, the paper divides consumer’s brand knowledge into seven parts by the questionnaire survey and data processed. They are brand awareness, product knowledge, enterprise knowledge, perceived benefit, perceived sacrifice, perceived involvement and competitive brand knowledge. By focus-group interview, the paper also discovers that advertisement, use experience, word of mouth and education are the main way to form the brand knowledge. Also according to the result of focus-group interview, the paper draws up the picture of high-tech brand knowledge in consumers’ brain by the method of "brain concept map" where performance-to-price ratio, company strength , original area and logo hold the important position.The contents of consumers’ brand knowledge have both overlapping and similarity with brand image, brand association and brand equity. The paper probes into these concepts and formed the questionnaire about consumers’ brand knowledge. Besides non-uniformity, tacitness and variability, high-tech brands as mobile phone and computer have certain unique characteristics. For example, the "social benefit" that the high-tech brands bring to the consumers has been desalinated, the high-tech "black box" exists obviously, company plays an important role in consumers’ brain, consumers’ cogitation about brand personality is not obvious. These characters produce complex influence on consumer’s behavior tendency.The information sources influent consumers’ brand knowledge through the different channel. The advertisement in long-term influents consumes’ brand cognition through frequency and content, the word-of-mouth influents consumer by frequency, promulgator and content. Use experience influent s consumers’ brand memory directly and profoundly. Based on the different mechanism that the information source influent s the consumers, the paper constructs the analysis frame from the information source to the consumer brand knowledge, in which perceived involvement plays moderating role. The paper analyses the degree that different information source influent consumers’ brand knowledge, find the importance of communication way that the company could not control directly and provide the advice for the enterprises’ maximizing the value of marketing resources.The interior of consumers’ brand knowledge has relatively complex interaction. The paper indicates that, brand awareness play foundational role in high-tech brand knowledge, which not only is the premise to form the cognition of specific brand, but also can strengthen the consumers’ perceived value. Consumers’ cognition to the high-tech company is an active factor in brand knowledge, which has direct influence on both consumer’s brand awareness and perceived value.The bridge from consumers’ brand knowledge to behavior tendency is the quality of brand relations. In consumers’ knowledge, perceived benefit and the cognition to company are the most obvious factors to affect relationship quality and behavior tendency. The relationship quality between consumer and high-tech brand could be measured by satisfaction, trust and commitment. Consumer’s satisfaction mainly comes from his perceived value to the brand, but satisfaction does not influent behavior tendency directly, which means it is not enough to focus on the consumers’ satisfaction for the company. Trust comes from the perceived enterprises’ strength, perceived value and accumulative satisfaction, which has positive influence on the consumers’ premium purchase behavior. The brand commitment is the result of accumulative satisfaction and trust, which has no relationship directly with consumers’ brand knowledge. Brand commitment could influent consumers’ behavior tendency obviously and directly, and forecast on loyalty behavior such as oral introduction, premium purchase and repeat buy stably. The relationship quality between consumer and high-tech brand could be influented by competitive brand. The paper find that the behavior of competitive brand could not only influent the quality of relationship between consumer and certain brand, but also could medicate the influence between different component of brand knowledge and relationship quality.The process that the consumers gain and use the high-tech brand knowledge is also the process that high-tech company accumulates its brand equity. The paper give advices to brand growth from raising platform of high-tech company, the facilitation and activation of brand knowledge, the way to accumulate brand equity by consumers’ cognition, and so on. Through comparative analysis on the formation of brand knowledge in different original area and different scale, the paper also gives some advice not only for the growth of native high-tech brands but also for medium and small brands.更多还原