本文選題：產(chǎn)品傷害危機(jī) + 溢出效應(yīng)��； 參考：《河南師范大學(xué)》2017年碩士論文

【摘要】：由于經(jīng)濟(jì)的迅猛發(fā)展以及消費(fèi)者需求的多樣化,各種各樣的商品琳瑯滿目,然而產(chǎn)品傷害危機(jī)事件發(fā)生的概率也隨之增大,并且媒體和網(wǎng)絡(luò)的傳播使危機(jī)的曝光度增加,產(chǎn)品危機(jī)事件在侵害消費(fèi)者權(quán)益的同時(shí),也會(huì)使自身的經(jīng)濟(jì)和名譽(yù)受到損失。本文通過(guò)對(duì)國(guó)內(nèi)外相關(guān)文獻(xiàn)的梳理,發(fā)現(xiàn)學(xué)者們關(guān)于品牌危機(jī)的研究多集中在以下幾個(gè)方面:一是產(chǎn)品傷害危機(jī)概念的界定與分類;二是產(chǎn)品傷害危機(jī)帶來(lái)的負(fù)面影響;三是危機(jī)對(duì)競(jìng)爭(zhēng)品牌或者品類的溢出效應(yīng);四是焦點(diǎn)品牌以及被溢出競(jìng)爭(zhēng)品牌的響應(yīng)策略;本文要研究的內(nèi)容是當(dāng)競(jìng)爭(zhēng)品牌受到危機(jī)負(fù)面溢出時(shí)采用何種營(yíng)銷策略可以降低負(fù)面影響。產(chǎn)品傷害危機(jī)的發(fā)生會(huì)造成焦點(diǎn)品牌以及被溢出競(jìng)爭(zhēng)品牌的損失,負(fù)面影響企業(yè)形象以及降低消費(fèi)者購(gòu)買欲望等,廣告則作為企業(yè)一種常用的營(yíng)銷手段參與到市場(chǎng)化競(jìng)爭(zhēng)過(guò)程中,它能夠刺激消費(fèi)者的需求,塑造企業(yè)的形象,影響消費(fèi)者購(gòu)買行為,因此本文試圖研究當(dāng)行業(yè)內(nèi)某品牌發(fā)生產(chǎn)品傷害危機(jī)時(shí),同品類被溢出的競(jìng)爭(zhēng)品牌采取何種廣告策略最能夠降低消費(fèi)者感知風(fēng)險(xiǎn),從而抵消危機(jī)的負(fù)面溢出效應(yīng);與此同時(shí)還引入了品牌聲譽(yù)作為調(diào)節(jié)變量,探討競(jìng)爭(zhēng)品牌聲譽(yù)的高低在危機(jī)負(fù)面溢出時(shí)的調(diào)節(jié)作用。本文通過(guò)對(duì)國(guó)內(nèi)外廣告案例的梳理,進(jìn)一步將廣告策略劃分為理性訴求廣告和感性訴求廣告,并且探索有成效的廣告策略來(lái)消除危機(jī)的負(fù)面影響。綜合對(duì)廣告策略和品牌聲譽(yù)的分類,本文運(yùn)用實(shí)驗(yàn)法檢驗(yàn)兩者對(duì)消費(fèi)者感知風(fēng)險(xiǎn)的影響,實(shí)驗(yàn)法采用2(品牌廣告策略:理性訴求廣告與感性訴求廣告)?2(競(jìng)爭(zhēng)品牌聲譽(yù):高品牌聲譽(yù)與低品牌聲譽(yù))組間設(shè)計(jì),以實(shí)際搜集到數(shù)據(jù)為樣本,運(yùn)用spss20.0進(jìn)行樣本分析,主要的結(jié)論為(1)產(chǎn)品傷害危機(jī)負(fù)面溢出情境下,被溢出的品牌采用廣告策略可以削弱危機(jī)帶來(lái)的影響。(2)產(chǎn)品傷害危機(jī)會(huì)對(duì)同品類競(jìng)爭(zhēng)品牌產(chǎn)生負(fù)面溢出效應(yīng),品牌聲譽(yù)在其中起調(diào)節(jié)作用,相對(duì)于聲譽(yù)高的競(jìng)爭(zhēng)品牌,聲譽(yù)低的競(jìng)爭(zhēng)品牌受到的負(fù)面溢出更大。(3)產(chǎn)品傷害危機(jī)負(fù)面溢出情境下,相對(duì)于感性訴求廣告,高聲譽(yù)的競(jìng)爭(zhēng)品牌采用理性訴求廣告對(duì)于降低消費(fèi)者感知風(fēng)險(xiǎn)的作用更加顯著。(4)產(chǎn)品傷害危機(jī)負(fù)面溢出情境下,低聲譽(yù)競(jìng)爭(zhēng)品牌采用理性訴求廣告和感性訴求廣告對(duì)于降低消費(fèi)者感知風(fēng)險(xiǎn)的作用無(wú)顯著差異。本文通過(guò)對(duì)現(xiàn)實(shí)的案例分析以及實(shí)證驗(yàn)證,發(fā)現(xiàn)競(jìng)爭(zhēng)品牌借助同行業(yè)其他品牌的一時(shí)危機(jī),采用廣告策略可以改變消費(fèi)者品牌態(tài)度這一事實(shí),為現(xiàn)代化視角下產(chǎn)品競(jìng)爭(zhēng)探索了方向;在研究競(jìng)爭(zhēng)品牌廣告策略的同時(shí)引入品牌聲譽(yù)作為調(diào)節(jié)變量,既豐富危機(jī)管理的理論研究,也為競(jìng)爭(zhēng)品牌危機(jī)情境下的危態(tài)管理提供了參考。
[Abstract]:As a result of the rapid development of economy and the diversification of consumer demand, a wide variety of goods are available. However, the probability of product injury crisis also increases, and the media and network spread increase the exposure of the crisis. The product crisis will infringe upon the rights and interests of consumers, but will also make their own economy and reputation suffer losses. By combing the relevant literature at home and abroad, this paper finds that scholars' researches on brand crisis are mainly focused on the following aspects: first, the definition and classification of the concept of product injury crisis; second, the negative impact of product injury crisis; The third is the spillover effect of the crisis on the competitive brand or category, the fourth is the response strategy of the focus brand and the overflowing competitive brand. The content of this paper is which marketing strategy can reduce the negative impact when the competitive brand is exposed to the crisis negative spillover. The occurrence of product injury crisis will cause the loss of the focus brand and the overflowing competitive brand, negatively affect the corporate image and reduce the consumers' desire to buy, etc. Advertising, as a common marketing means, can stimulate the demand of consumers, shape the image of enterprises, and influence the behavior of consumers. Therefore, this paper tries to study what advertising strategy can reduce the perceived risk of consumers most when a brand in the industry has a product injury crisis, which can counteract the negative spillover effect of the crisis. At the same time, brand reputation is introduced as a regulating variable to explore the regulatory role of competitive brand reputation in crisis negative spillover. By combing the advertising cases at home and abroad, this paper further divides the advertising strategy into rational appeal advertising and perceptual appeal advertising, and explores effective advertising strategies to eliminate the negative impact of the crisis. According to the classification of advertising strategy and brand reputation, this paper uses the experimental method to test the impact of the two on consumer perceived risk. The experimental method was designed between two groups (brand advertising strategy: rational appeal advertising and perceptual appeal advertising). The actual collected data were taken as samples, and spss20.0 was used to analyze the samples, and the two groups (competitive brand reputation: high brand reputation and low brand reputation) were selected as samples. The main conclusions are as follows: 1) under the situation of negative spillover of product injury crisis, the overflowing brand can weaken the impact of the crisis by using advertising strategy. 2) the product injury crisis will have negative spillover effect on the competing brands in the same category. Brand reputation plays a moderating role. Compared with competitive brands with high reputation, competitive brands with low reputation suffer more negative spillovers than those with high reputation. Competitive brands with high reputation use rational appeal advertising to reduce consumer perceived risk more significantly. 4) under the negative spillover situation of product injury crisis, There is no significant difference between rational appeal advertising and perceptual appeal advertising in reducing consumer perceived risk. Through the case analysis and empirical verification, this paper finds that competitive brands can change the consumer brand attitude by using advertising strategy with the help of the crisis of other brands in the same industry. It explores the direction of product competition from the perspective of modernization, and introduces brand reputation as a regulating variable while studying the competitive brand advertising strategy, which enriches the theoretical research on crisis management. It also provides a reference for the crisis management of competitive brand.
【學(xué)位授予單位】：河南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.8;F274

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