本文選題：奢侈品 + 品牌標(biāo)識顯著度��； 參考：《中國工業(yè)經(jīng)濟(jì)》2012年11期

【摘要】：在各大奢侈品廠商競相開拓中國奢侈品市場之際,研究如何抓住中國消費(fèi)者對奢侈品品牌標(biāo)識顯著度的偏好,具有非常重要的理論和實踐意義。已有研究認(rèn)為,中國消費(fèi)者普遍喜歡張揚(yáng)、顯眼的奢侈品品牌標(biāo)識。本文認(rèn)為,人們對奢侈品品牌顯著度的偏好要根據(jù)購買動機(jī)(自用還是送禮)和消費(fèi)者特質(zhì)(自我監(jiān)控)來決定。本文通過兩個研究,得到比前人更深入和更豐富的結(jié)論。①當(dāng)購買奢侈品自用時,對于高自我監(jiān)控者而言,奢侈品品牌標(biāo)識越突出,人們的購買意愿越高;但對于低自我監(jiān)控者而言,奢侈品品牌標(biāo)識越突出,人們的購買意愿反而越低。②當(dāng)購買奢侈品用于送禮時,在不同饋贈關(guān)系下,品牌標(biāo)識顯著度的影響效應(yīng)表現(xiàn)出差異。當(dāng)送禮者與受禮者之間為共有關(guān)系(或親近關(guān)系)時,高自我監(jiān)控者偏愛品牌標(biāo)識顯著度高的產(chǎn)品,而低自我監(jiān)控者偏愛品牌標(biāo)識顯著度低的奢侈品。只有當(dāng)送禮者—受禮者之間為交換關(guān)系時,無論是高自我監(jiān)控者還是低自我監(jiān)控者,人們才更偏向于購買品牌標(biāo)識顯著度高的奢侈品。本文在理論上首次得出結(jié)論,認(rèn)為不能簡單得出中國消費(fèi)者偏好大還是小的奢侈品品牌標(biāo)識,而要根據(jù)購買用途(自用還是送禮,以及送禮者—受禮者關(guān)系類型)、購買者自我監(jiān)控水平,才能說明人們是偏好于喜歡大還是小的品牌標(biāo)識。本文研究結(jié)論對于奢侈品廠商根據(jù)購買者心理特質(zhì)的細(xì)分營銷、商務(wù)市場的客戶關(guān)系管理、奢侈品零售終端營銷、產(chǎn)品系列化等戰(zhàn)略,均具有重要的戰(zhàn)略借鑒價值。
[Abstract]:At a time when major luxury goods manufacturers are competing to open up the luxury goods market in China, it is of great theoretical and practical significance to study how to grasp the preference of Chinese consumers for the prominence of luxury brands. Research has suggested that Chinese consumers generally like to show off, conspicuous luxury brand logos. This paper argues that people's preference for luxury brand prominence is determined by purchasing motivation (self-use or gift-giving) and consumer traits (self-monitoring). Through two studies, this paper draws a deeper and richer conclusion. 1 when buying luxury goods for self-use, the more prominent the luxury brand logo is, the higher people's willingness to buy; But for those with low self-monitoring, the more prominent the luxury brand logo, the lower the willingness to buy. 2. When buying luxury goods for gift giving, the influence effect of brand logo significance is different under different gift relationships. When the relationship between the giver and the recipient is common (or close), the high self-monitor preferred the product with high brand identity, while the low self-monitor preferred the luxury with low brand identity. Only when the relationship between the giver and the recipient is exchanged, whether it is high self-monitoring or low self-monitoring, people prefer to buy luxury goods with high brand identity. This paper, for the first time in theory, concludes that it is not easy to determine whether Chinese consumers prefer large or small luxury brand logos, but should be based on the purpose of purchase (self-use or gift giving). And the type of gift-recipient relationship, the level of self-monitoring by the buyer, shows whether people prefer big or small brand logos. The conclusion of this paper has important strategic reference value for luxury goods manufacturers according to the psychological characteristics of buyers, customer relationship management in the business market, retail terminal marketing of luxury goods, product serialization and so on.
【作者單位】： 中山大學(xué)管理學(xué)院;
【基金】：國家自然科學(xué)基金面上項目“品牌原產(chǎn)國刻板印象反轉(zhuǎn)機(jī)制研究——基于刻板表征理論中的亞分組和去個性化模式”(批準(zhǔn)號71172164)
【分類號】：F273.2;F723;F224

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本文編號：2023108