根据目标顾客的变化调整品牌定位对于企业的可持续发展至关重要.工具类互联网产品(互联网App)的发展呈现明显的阶段性,从提供免费工具(以获取流量)到成为平台,工具类互联网产品的内涵发生了清晰的变化.探究互联网App的成长阶段和各阶段的品牌定位策略,可以帮助我们理解互联网App品牌的定位的演化特点,为企业主动调整该类产品的品牌定位,实现产品的可持续发展提供启发.同时,探究诞生并发展于社交媒体情境的互联网App品牌如何运用沟通策略建立品牌定位,为提升企业运用社交媒体的效率提供有益参考.本文以网易有道为研究对象,对其在2007-2020年期间的品牌管理实践进行案例研究.研究发现:(1)企业应视产品的不同发展阶段主动调整互联网App品牌定位:初创期、发展期和延展期分别适合采用功能型、象征型和情感型定位,对应地针对核心顾客、外围顾客和广泛顾客建立符合品牌阶段目标的品牌形象,实现"工具—内容/社区—平台"的发展路径.(2)社交媒体情境下的沟通策略应充分服务于品牌阶段目标,据此规划各阶段的沟通目标选择沟通媒介和评估沟通效果.企业尤其需要熟悉并善于利用自有媒体和免费媒体,营造高效低成本的全场景沉浸式沟通环境,实现品牌定位目标.这些研究发现对互联网App通过主动调整品牌定位实现长期发展,及提升社交媒体沟通效率有借鉴意义.

为探索品牌感知对消费者创新产品采纳的影响,在已有品牌与创新关系研究的基础上,构建了包含品牌典型性、品牌创新性、品牌信誉、产品创新程度和创新产品采纳意愿的理论模型,利用结构方程模型进行实证分析.结果表明:品牌典型性、品牌创新性和品牌信誉对创新产品采纳具有积极的直接促进作用;品牌典型性和品牌创新性通过对品牌信誉的创建对创新产品采纳产生积极的间接促进作用;品牌典型性和品牌创新性对品牌信誉的创建路径不同,品牌典型性更能显著促进品牌信誉子纬度的品牌可信度,而品牌创新性更能促进品牌信誉子纬度的品牌好感度;品牌典型性对渐进创新(相比于重大创新)采纳意愿的总效应更高,而品牌创新性对重大创新(相比于渐进创新)采纳意愿的总效应更高.

Current social networking sites (SNSs) use a top-down or controlled system that does not allow users to choose the brand advertisements that appear on their personal pages. This mode of advertising is likely to be the chief contributor to low advertising effectiveness, low consumer–brand interaction, and low consumer engagement. Drawing on self-determination theory, this research investigates the role of consumer autonomy in branding on SNSs, specifically the influence of an autonomy-supportive platform on SNS satisfaction, advertisement evaluation and consumer attitude toward the brand advertised on the SNS. Two studies test the hypotheses regarding the main effect of the autonomy-supportive approach on the dependent variables, the mediation effects of three motives (perceived SNS autonomy, competence and relatedness), and the moderating effect of autonomy personality. The findings suggest that an autonomy-supportive platform meets consumers’ intrinsic needs for self-determination, leading to satisfaction with the SNS, improved advertisement evaluation and more positive attitudes toward the advertised brand. The results also confirm the mediation effects of the three motives and the moderating effect of consumer autonomy personality. Theoretical and managerial implications are discussed.

With the globalization of world economy, more brands from emerging markets have entered the international market, which brought changes to the competitive landscape previously dominated by global brands from developed countries. It becomes more critical for marketing managers to understand consumers’ perceptions of the two types of global brands: traditional global brands from developed countries and emerging global brands from developing countries, and to uncover the changes in consumers’ purchase intentions in the new competitive environment. This study attempts to identify factors influencing consumers’ purchase intentions concerning the aforementioned two types of global brands. The results indicated that consumers’ interpretation of global brands is becoming increasingly complicated. In addition to the already established pathway of “perceived brand globalness (PBG)” influencing consumers’ brand attitude (hereinafter referred to as “BA”) and purchase intentions, there emerged a new pathway of “perceived brand localness (PBL)” influencing consumers’ brand perception and purchase intentions. These two pathways have different effects on traditional global brands and emerging global brands. Specifically, for traditional global brands, PBG has greater influence than PBL; for emerging global brands, PBL has more influence than PBG.

本文研究使用情境和价格相对水平如何调节消费者面子意识对绿色产品购买意向的影响,并分析感知社会价值在上述调节作用中的中介效应。发现公开情境下,爱面子的消费者更偏好绿色产品;私密情境下,面子意识不影响绿色产品购买意向。感知社会价值对使用情境在面子意识与绿色产品购买意向影响的调节中起中介作用。公开情境下,爱面子的消费者觉得绿色产品感知社会价值更高从而购买。当绿色产品价格稍高于普通产品时,爱面子的消费者更偏爱绿色产品;当绿色产品价格低于普通产品时,面子意识不影响绿色产品购买意向。研究发现对揭示绿色消费行为的社会动机及帮助企业制定绿色产品营销策略具有参考意义。

This study explores the segmentation of young adult consumers in the growing market of China by adopting the cultural identity theory about global-local identity beliefs (global citizenship through global brands, nationalism, and consumer ethnocentrism). We use cluster analysis to outline individuals on their integration of three cultural beliefs. Then we examine each cluster for their attitude toward advertisements of global brands with global consumer cultural positioning (GCCP) and local consumer cultural positioning (LCCP). We identified four segments: the glocal citizen (37%), the explorer (26%), the extremely nationalist (19%) and the global-viewed adaptor (18%). All four segments demonstrate different attitudes to GCCP and LCCP advertisements and different purchasing intentions on global brands using GCCP and LCCP strategies.

B2B企业如何有效实施品牌战略?这个问题在理论和实践上都是未解的.本研究选取中国制造企业建立世界级工业标杆品牌的典型案例——北新建材,以其2004-2017年的管理实践为研究对象,对中国制造业企业通过实施品牌战略实现转型升级进行了系统研究.研究解答了三个问题: (1)驱使企业实施品牌战略的关键动因;(2)企业成功实施品牌战略的核心决策;(3)如何通过关键资源和核心能力匹配品牌战略的实施.研究发现:(1)“关键动因→品牌战略←资源、能力匹配”的品牌战略管理逻辑使B2B企业成功实施品牌战略并达到目标绩效;(2)高层管理者的能力和志向决定品牌战略在公司战略中的地位及实施过程和结果,是品牌战略的关键动因;(3)品牌战略的核心决策包括品牌定位(品牌愿景和品牌目标)、品牌文化、目标市场和品牌组合策略;(4)品牌战略需要匹配关键资源和培养核心能力.

With the rise of social media,companies treat social media as the principal channel to be engaged with consumers and build long-term relationships.However,little is known about how firm-generated content impact consumer engagement and their relationships with brands? The main form of firm-generated content over social media is copy combining with pictures, about which the combination forms and effects are unexplored.Based on prior studies, image and copy content can be classified as functional(information related directly to the product,brand,or company,which is helpful for increasing consumer knowledge a-bout product,brand or company)and social(information that is not associated with any direct marketing efforts, but gets con-veyed on a social level, with the purpose of satisfying consumers'emotional needs and fostering bonds between the brand and consumers). Based on picture-word congruency theory,interaction theory and consumer-brand relationship theory,this research proposes hypotheses on the effects of combination forms of picture-word information on consumer engagement behavior and consumer -brand relationship.To test the hypotheses,the research uses between-group design and an quick response code to recruit real consum-ers to participate the experiment on one's mobile phone.The ANOVA results show that when copy is functional,compared to so-cial image or copy only,functional image has a larger impact on consumer engagement.Counterintuitively,there is no significant difference between functional copy combined with congruent or incongruent functional image.When copy is social,functional im-age has a larger impact on consumer engagement.The effects of picture-word information on consumer-brand relationship is vari-ous.When copy is functional,a congruent functional picture has a larger impact on consumer-brand relationship,with a non-sig-nificant difference with social picture.When copy is social,there is no big difference between functional image and congruent or incongruent social image.The results indicate that consumers'information processing strategies and attitudes in social media set-tings are quite distinct in print media settings. This study is initial systematic attempt to test explicitly the impact of picture-word information on consumer engagement and consumer-brand relationships.The findings enrich the understanding of social media advertisings on consumer engagement behav -iors.These findings have important implications for firms'social media marketing strategies.

采用调研数据,探究了顾客参与个性化定制对品牌资产的影响,比较了功能定制和外观定制的影响路径差异,并分析了产品类别对上述影响的调节作用.研究发现:顾客参与个性化定制能够显著提升品牌资产,其中功能定制通过提升功能偏好契合度进而影响消费者的品牌质量感知,外观定制通过外观偏好契合度帮助消费者表达象征性意义,进而加强自我品牌联系.不同的定制产品类别对两类定制方式的影响作用具有不同的调节作用.

The purpose of this study is to explore the influence of consumers’ perceived brand globalness (PBG) on their brand attitudes in the emerging market that has experienced rapid growth and transition. We also examine the moderating effect of the age difference on the relationship between PBG and brand attitude. Building from prior research in global branding, we develop a framework to illustrate how motivating factors drive consumers’ desire for global brands in the emerging market of China. A scale is developed and tested on a national sample of Chinese consumers using structural equation modeling. The results indicate that perceived globalness of brands affects consumers’ attitude indirectly through three factors, namely, perceived brand quality (PBQ), perceived social prestige (PSP), and perceived association of consumption trend (PACT) associated with owning or consuming a global brand in emerging market. PACT is the strongest pathway, which suggests that Chinese consumers are more interested in keeping up with the world fashion and being modern whereas the influence of quality and social prestige is decreasing. In addition, various effects of these factors are examined in different generations of consumers.

Purpose– Face concern is a personal value that refers to the extent an individual shows regard for or interest in the protection and enhancement of face. This study aims to examine the moderating influence of face concern on consumer responses to brands associated with corporate social responsibility (CSR).Design/methodology/approach– An experimental study was conducted to test the proposed conceptual model in consumer reactions to CSR brands.Findings– The results show that consumers with a high face concern (vs low face concern) have a better quality perception toward CSR brands than non-CSR brands. In addition, they also have a higher purchase intention and propensity to recommend the CSR brands than those with a low face concern. However, this interaction effect between face concern and brand type (CSR brand vs non-CSR brand) is mediated by consumers’ perceived quality of the brand.Practical implications– This study provides critical implications for the formulation of brand management strategies, particularly for international firms entering an Asian country like China where people generally have a high degree of face concern.Originality/value– This study highlights the moderating role of face concern in the relationship between consumer responses and brands associated with CSR. It also suggests the mediating role of consumers’ perceived brand quality in the relationship between brand types (CSR brands vs non-CSR brands) and consumer responses.

Advertorials have been shown to influence advertising recall and brand evaluation. However, no research has examined their impact on sales. This study uses longitudinal data on durable consumer goods in China to assess the extent to which advertorials influence sales. The study finds that advertorials have dual, positive effects on firms’ sales: a direct effect through original copy and a reposting effect through online exposure.

We utilized 185 Chinese survey responses to evaluate the effects of national brand consciousness (NBC) and self–brand connection (SBC) on Chinese consumer preferences. We used linear models, and our analyses established two key effects. First, NBC was positively related to Chinese consumers' attitudes toward national brands and negatively related to foreign brands. Second, SBC exerted a positive influence on Chinese consumers' attitudes toward both national and foreign brands. Whereas quality judgments moderated their attitude toward national brands, psychological distance between consumer and brand moderated their attitude toward foreign brands. The relationship between brand attitude and purchase intention was also positive. Finally, we have suggested branding strategies for both Chinese and foreign firms operating in the Chinese market.

在当今企业营销实践中,事件营销得到越来越广泛的运用,社会化媒体的崛起更使得事件营销成为主流营销方式之一.然而学术界尚未有实证研究探索其对企业品牌价值和经营业绩的影响以及作用机制,更未将其与广告效应进行比较以指导企业实践.以91家房地产企业2006-2010年的面板数据为样本,分析事件营销投入和广告投入对企业品牌价值及经营业绩的影响.结果表明,事件营销投入和广告投入均对企业经营业绩有显著正向影响,但事件营销的效果更强.两者的作用机制不同,相比广告,事件营销除了通过品牌价值对企业经营业绩产生间接显著影响,还对其有直接显著影响.对于年轻品牌而言,事件营销对品牌价值的提升效应比广告更强.在此基础上我们讨论了研究发现的管理意义.

在文献回顾和分析的基础上,提出品牌从新兴市场成功进入发达市场的营销模式研究框架。以联想和上海家化作为案例研究对象,运用案例研究方法进行分析,建立了品牌从新兴市场成功进入发达市场的营销模式模型。

本文以欧洲150年以上历史的5个奢侈品品牌为研究对象,运用多案例研究方法分析奢侈品品牌发展轨迹,探索性地构建了奢侈品品牌形成和成长机理的研究框架,得出了奢侈品品牌形成和成长机理的理论模型,其主要内容包括:①在奢侈品文化环境和平等消费法律环境的作用下,奢侈品消费(炫耀和享受)动机及阶层出现并发展;②奢侈品文化环境、私有财产受保护的法律环境以及奢侈品消费动机与阶层的出现和发展催生了具有独特出身、特质和权利的奢侈品品牌创始人和继承者;③这些创始人和继承者的出身、特质和权利影响着他们对品牌创建和发展的选择和行为,包括完善品牌外部要素(名称、标志、标识语)和管理品牌内部要素(选择目标顾客,根据目标顾客确定营销定位,根据目标顾客和营销定位进行产品、价格、渠道和信息四个要素的有机组合)两个维度.以上三个方面八个层面的相互作用和影响,促进了奢侈品品牌的形成和成长.

当前新的形势和环境下,提升企业管理的技术,向企业的生产管理提供更多支持目前也成为更为迫切的需求.很多企业虽然已经意识到企业的经济管理创新和改革的必要性,但是由于我国的企业经济管理存在着很大的问题.本文从企业经济管理的创新的必要和重要性入手,以企业经济管理的制度创新变革为切入点,最后从理念、战略、组织、人本、制度创新等多方面提出企业的经济管理的创新的策略.

随着时代的进步和科技的发展,我国的文化和经济均在不同的程度上得到了发展,我国的企业越来越多,这也造成了竞争力越来越大的社会环境.在此背景下,如何对一个企业进行正确管理成为当下企业发展的首要任务.在进行企业管理时,加强企业财务的管理已经成为提高企业经济效益的有效手段,也是企业可持续发展的必经之路.本文从对企业财务管理内容的概述入手,进而分析企业财务管理中存在的问题和加强企业财务管理的具体措施.