本文選題：品牌社群 + 品牌關(guān)系質(zhì)量�。� 參考：《山東大學(xué)》2012年博士論文

【摘要】：品牌社群是以核心品牌的消費(fèi)者為中心建立起來的非地理意義上的社會關(guān)系網(wǎng)絡(luò)。品牌社群是消費(fèi)者作為一個群體存在的重要平臺,是消費(fèi)者之間進(jìn)行有效溝通的社會網(wǎng)絡(luò),品牌社群的存在改變了消費(fèi)者與品牌企業(yè)之間的舊有的溝通形式,使消費(fèi)者可以發(fā)出更多的聲音從而創(chuàng)造更多的價值,也可以使品牌企業(yè)更加深刻的了解他們的顧客,為消費(fèi)者和品牌之間的溝通架設(shè)了重要的橋梁。因而,品牌社群已成為當(dāng)今消費(fèi)者和品牌企業(yè)共同關(guān)注的熱點(diǎn)。從理論研究角度來看,品牌社群對提升顧客——品牌關(guān)系質(zhì)量的研究已經(jīng)在某些相關(guān)角度進(jìn)行了一些研究,但是還相當(dāng)不系統(tǒng)、不完整,因此有必要深入研究其中的相互關(guān)系,尤其是顧客價值作為重要的中介變量,對品牌社群影響品牌關(guān)系質(zhì)量發(fā)揮的重要作用機(jī)理的研究還存在空白。從實(shí)踐角度來看,如何為品牌消費(fèi)者、品牌企業(yè)和品牌社群運(yùn)營者提供具有可操作性的策略建議,促進(jìn)品牌企業(yè)、品牌社群的成長和顧客價值的實(shí)現(xiàn),實(shí)現(xiàn)顧客、品牌企業(yè)和品牌社群的共贏也是非常必要的。 本研究的核心問題是研究品牌社群如何促進(jìn)顧客——品牌關(guān)系質(zhì)量。為闡釋該核心問題,首先從品牌社群特征角度出發(fā),通過理論分析和實(shí)際訪談?wù){(diào)研,對品牌社群的特征變量進(jìn)行了系統(tǒng)性的構(gòu)建,形成了品牌社群特征的理論框架和構(gòu)成要素；然后分別分析了品牌社群對顧客價值感知和顧客價值創(chuàng)新的作用以及它們對顧客——品牌關(guān)系質(zhì)量的影響；最后構(gòu)建了“品牌社群特征——顧客價值——品牌關(guān)系質(zhì)量”的理論框架,闡釋品牌社群特征對品牌關(guān)系質(zhì)量的影響機(jī)理,并采用了社會調(diào)查方法對理論框架進(jìn)行驗(yàn)證。 本研究得到了如下幾個結(jié)論： 第一,品牌社群特征是由消費(fèi)行為理論、社會資本理論、文化資本理論和技術(shù)資本理論這幾個主要理論推導(dǎo)而來的,同時結(jié)合與不同品牌社群成員之間的訪談,提取了四個相關(guān)特征,即消費(fèi)信息性、社會交往性、共同意識性和技術(shù)易用性。 第二,本研究進(jìn)行了品牌社群特征對于顧客價值影響的相關(guān)分析。首先,本文在文獻(xiàn)分析的基礎(chǔ)上,對顧客價值進(jìn)行了細(xì)分,分為顧客價值感知和顧客價值創(chuàng)新兩個維度,在此基礎(chǔ)上,分別分析了品牌社群四個特征對于顧客價值感知和顧客價值創(chuàng)新的作用機(jī)理。通過實(shí)證研究,我們發(fā)現(xiàn),品牌社群的消費(fèi)信息性、社會交往性和技術(shù)易用性對于顧客價值感知和顧客價值創(chuàng)新都有明顯的正向影響,但是品牌社群的共同意識性對顧客價值感知和創(chuàng)新都沒有顯著影響。這一結(jié)果說明品牌社群的消費(fèi)信息性、社會交往性和技術(shù)易用性對于顧客價值感知和創(chuàng)新已經(jīng)有較為明顯的作用,而品牌社群內(nèi)成員雖然存在一定的共同意識,但是這種共同意識還不足夠強(qiáng)烈從而有效的影響顧客對價值的感知,更沒有影響顧客共同參與創(chuàng)新的意愿和行為。從這一點(diǎn)來看,當(dāng)前品牌社群內(nèi)的共同意識的導(dǎo)向性、凝聚性及激勵性等還不夠明顯,還需要進(jìn)一步的加強(qiáng)這種共同意識性。 第三,本研究進(jìn)一步分析和驗(yàn)證了顧客價值對于品牌關(guān)系質(zhì)量的影響。不少研究證明顧客價值感知可以有效的促進(jìn)顧客信任、滿意和承諾的影響,本研究也通過實(shí)證又一次驗(yàn)證了這一結(jié)論。同時,作者還分析認(rèn)為顧客價值創(chuàng)新也有利于品牌關(guān)系質(zhì)量的增強(qiáng),但是從實(shí)證結(jié)果來看,除了顧客價值創(chuàng)新有利于顧客承諾得到證實(shí)外,顧客價值創(chuàng)新對于顧客滿意和信任均沒有得到證實(shí)。這一結(jié)果的出現(xiàn)可能是因?yàn)轭櫩蛢r值創(chuàng)新有多種情形,如果是顧客獨(dú)自進(jìn)行的創(chuàng)新或者顧客對品牌提出的創(chuàng)新意見得不到反饋或重視的話,那么顧客對品牌的滿意和信任感就會不會得到加強(qiáng),而顧客價值創(chuàng)新與承諾之間關(guān)系的成立可能是因?yàn)轭櫩桶l(fā)現(xiàn)該品牌還存在一定程度的可創(chuàng)新空間,從而使其愿意保持與品牌之間的關(guān)系。 在以上結(jié)論的基礎(chǔ)上,作者從品牌消費(fèi)者、品牌社群運(yùn)營者和品牌企業(yè)三個角度給出了建議與對策。 本研究的創(chuàng)新點(diǎn)在于：第一,從品牌社群特征角度研究顧客——品牌關(guān)系質(zhì)量,將顧客——品牌關(guān)系從單個消費(fèi)者與品牌間的關(guān)系擴(kuò)展到群體消費(fèi)者與品牌之間的關(guān)系,從而發(fā)現(xiàn)了很多群體特征帶來的獨(dú)特作用機(jī)制,填補(bǔ)了顧客——品牌關(guān)系研究的空白。第二,將顧客價值感知和顧客價值創(chuàng)新作為重要的中介變量,將品牌社群中的消費(fèi)者與品牌企業(yè)以顧客價值為紐帶相聯(lián)系,尤其是將顧客價值創(chuàng)新作為一個重要的中介變量進(jìn)行了分析,從而驗(yàn)證了顧客價值在品牌社群特征對品牌關(guān)系質(zhì)量的重要作用。第三,驗(yàn)證了品牌社群特征對于顧客——品牌關(guān)系質(zhì)量的相關(guān)關(guān)系,尤其是品牌關(guān)系質(zhì)量當(dāng)中的信任和承諾兩個變量與品牌社群特征之間的相關(guān)關(guān)系。在此之前,學(xué)者們對品牌社群作用的研究主要集中在對與關(guān)系質(zhì)量的兩個因素——顧客滿意和顧客忠誠的研究上,對信任的影響研究較少。本研究結(jié)合國內(nèi)外研究品牌關(guān)系質(zhì)量的相關(guān)研究成果,使用適合中國情境的品牌關(guān)系質(zhì)量量表進(jìn)行了驗(yàn)證,有利于品牌社群和品牌關(guān)系質(zhì)量研究的深入。第四,對品牌社群特征進(jìn)行了深入分析,提出了品牌社群四大特征：即消費(fèi)信息性、社會交往性、共同意識性和技術(shù)易用性,并通過實(shí)證分析,對這四個特征的客觀性進(jìn)行了驗(yàn)證。
[Abstract]:Brand community is a non geographic social network built on the center of the core brand consumers. Brand community is an important platform for consumers as a group, a social network for effective communication among consumers, and the existence of brand community has changed the old trench between consumers and brand enterprises. Through the form, consumers can make more sound and create more value. They can also make brand companies understand their customers more deeply and build an important bridge for the communication between consumers and brands. Therefore, brand community has become a hot spot of common concern for today's consumers and brand enterprises. On the other hand, the research of brand community on the quality of customer - brand relationship has been studied in some related aspects, but it is not systematic and incomplete. Therefore, it is necessary to study the relationship in depth, especially the value of customer as an important intermediary variable, which affects the quality of brand relationship. There are still gaps in the research on the important mechanism of action. From a practical point of view, how to provide operational strategy suggestions for brand consumers, brand companies and brand community operators, promote brand enterprise, brand community growth and customer value realization, and realize the win-win situation of customer, brand enterprise and brand community. Yes.
The core problem of this study is to study how brand community promotes customer - brand relationship quality. In order to explain the core problem, first of all, from the perspective of brand community characteristics, through theoretical analysis and actual interview research, the characteristic variables of brand community are constructed systematically, and the theoretical framework and structure of brand community characteristics have been formed. The effect of brand community on customer value perception and customer value innovation and their influence on customer brand relationship quality are analyzed. Finally, a theoretical framework of "brand community characteristics - customer value - brand relationship quality" is constructed to explain the quality of brand community characteristics to brand relationship. The mechanism of influence is analyzed, and the social investigation method is adopted to verify the theoretical framework.
The following conclusions are obtained in this study.
First, the characteristics of brand community are derived from the theory of consumer behavior, social capital theory, cultural capital theory and technical capital theory. At the same time, it combines with the members of different brand communities to extract four related features, namely, consumption information, social communication, common consciousness and technical ease of use.
Second, this study carries out the correlation analysis of the impact of brand community characteristics on customer value. First, on the basis of literature analysis, this paper subdivides customer value into two dimensions, which is divided into customer value perception and customer value innovation. On this basis, the article analyzes the four characteristics of brand community for customer value perception and customer value. Through empirical research, we find that the consumption information, social interaction and technical ease of use of brand community have a significant positive impact on customer value perception and customer value innovation, but the common consciousness of brand community has no significant impact on customer value perception and innovation. The results show that the brand community's consumption information, social interaction and technical ease of use have a more obvious effect on customer value perception and innovation, while the members of the brand community have a certain common consciousness, but the common consciousness is not enough to affect the customer's perception of value effectively, but it has no influence. From this point of view, the orientation, cohesiveness and motivation of the common awareness in the current brand community are not obvious, and the common consciousness is further strengthened.
Third, this study further analyzes and validates the impact of customer value on brand relationship quality. Many studies have proved that customer value perception can effectively promote customer trust, satisfaction and commitment. This study also verified this conclusion through empirical evidence. Meanwhile, the author also believes that customer value innovation is also beneficial. The quality of brand relationship is enhanced, but from the empirical results, in addition to customer value innovation is beneficial to the confirmation of customer commitment, customer value innovation has not been confirmed for customer satisfaction and trust. This result may be due to the variety of customer value innovation, if it is the innovation or consideration of the customer alone. The customer's brand satisfaction and trust will not be strengthened, and the relationship between customer value innovation and commitment may be established because the customer finds that the brand still has a certain degree of innovation space, so that it is willing to remain between the brand and the brand. The relationship.
On the basis of the above conclusions, the author gives suggestions and countermeasures from three perspectives: brand consumers, brand community operators and brand enterprises.
The innovation points of this study are: first, we study the quality of customer brand relationship from the perspective of brand community characteristics, and expand the relationship between customer and brand from the relationship between individual consumer and brand to the relationship between group consumers and brands, and find out the unique mechanism brought by many group characteristics and fill the customers. Second, taking customer value perception and customer value innovation as an important intermediary variable, the consumer and brand enterprises in the brand community are linked to the customer value, especially the customer value innovation as an important intermediary variable, which verifies the customer value in the brand. The important role of community characteristics on the quality of brand relationship. Third, it validates the relationship between brand community characteristics and brand relationship quality, especially the relationship between trust and commitment of brand relationship quality and the relationship between the two variables and brand community characteristics. Before this, the scholars' research on the role of brand community is the main research. The research on the two factors of relationship quality, customer satisfaction and customer loyalty, has less research on the influence of trust. This research combines the relevant research results of the quality of research brand relations at home and abroad, and uses the brand relationship quality scale suitable for Chinese situation to verify the quality of brand community and brand relationship quality. Fourth, the characteristics of brand community are deeply analyzed, and four characteristics of brand community are put forward: consumption information, social communication, common consciousness and technical ease of use, and through empirical analysis, the objectivity of the four characteristics is verified.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2012
【分類號】：F273.2;F224

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 江明薈;男性護(hù)膚品視覺策略研究[D];合肥工業(yè)大學(xué);2013年

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本文編號：1915168