【摘要】：隨著零售商開(kāi)始在規(guī)模上超越制造商,自有品牌在世界范圍內(nèi)呈現(xiàn)蓬勃發(fā)展的勢(shì)頭,受到眾多零售商業(yè)尤其是連鎖超市的追捧。早期,自有品牌是通過(guò)低質(zhì)、低價(jià)和類似包裝與制造商品牌展開(kāi)競(jìng)爭(zhēng)。后來(lái),為了避免產(chǎn)品同質(zhì)化競(jìng)爭(zhēng),實(shí)現(xiàn)差異化經(jīng)營(yíng),同時(shí)也為了獲得溢價(jià)報(bào)酬,零售商開(kāi)始開(kāi)發(fā)高端型自有品牌,如：加拿大零售商Loblaws的President's Choice系列、美國(guó)沃爾瑪?shù)腟am's Choice系列、香港屈臣氏集團(tuán)的Watsons Water系列、伊藤洋華堂超市(中國(guó))的7P (SEVEN PREMIUM)系列。在發(fā)展高端型自有品牌上,零售商正在努力提高他們?cè)谑袌?chǎng)營(yíng)銷方面的能力,譬如在產(chǎn)品包裝設(shè)計(jì)、廣告、商店形象等方面積極投入,以傳達(dá)其“高質(zhì)高價(jià)”的產(chǎn)品定位,提升其品牌形象,進(jìn)而提升消費(fèi)者對(duì)自有品牌的整體感知。這些自有品牌的定價(jià)均高于市場(chǎng)上主流制造商品牌,并逐漸在消費(fèi)者心目中成為“高品質(zhì)、優(yōu)良服務(wù)”的代名詞,越來(lái)越多的消費(fèi)者愿意花更多的錢(qián)來(lái)購(gòu)買(mǎi)高端型自有品牌。如何解釋零售商的自有品牌溢價(jià)現(xiàn)象,零售商的自有品牌營(yíng)銷策略是否會(huì)提升消費(fèi)者的自有品牌感知,進(jìn)而增加消費(fèi)者溢價(jià)支付意愿,是值得研究的重要課題。 目前國(guó)內(nèi)外學(xué)者對(duì)于自有品牌有大量的研究成果,集中體現(xiàn)在以下幾個(gè)方面：自有品牌的成功原因、開(kāi)發(fā)自有品牌的動(dòng)機(jī)、消費(fèi)者對(duì)自有品牌的態(tài)度、自有品牌購(gòu)買(mǎi)意愿的影響因素、制造商面對(duì)自有品牌的策略選擇等。這些研究對(duì)象聚焦在低價(jià)型的自有品牌(包括低質(zhì)低價(jià)、同質(zhì)低價(jià)、高質(zhì)低價(jià)),很少關(guān)注到目前日漸流行的高端型自有品牌。迄今為止,還沒(méi)有學(xué)者針對(duì)零售商自有品牌溢價(jià)現(xiàn)象,以及影響消費(fèi)者自有品牌溢價(jià)支付意愿的因素等問(wèn)題展開(kāi)研究。本研究將圍繞該議題展開(kāi)深入探討,期望能補(bǔ)充和完善自有品牌的理論研究。 本文的研究?jī)?nèi)容由6個(gè)章節(jié)組成： 第1章緒論,依次對(duì)本研究的背景、目的、內(nèi)容、意義進(jìn)行闡述,對(duì)基本概念、研究對(duì)象和研究范圍進(jìn)行界定,并對(duì)本文的技術(shù)路線、研究方法和創(chuàng)新點(diǎn)作了說(shuō)明。 第2章文獻(xiàn)綜述和述評(píng),分別對(duì)消費(fèi)者的品牌溢價(jià)支付意愿、自有品牌感知質(zhì)量及感知質(zhì)量差距、品牌情感、自有品牌營(yíng)銷策略的研究文獻(xiàn)進(jìn)行了回顧和評(píng)述,找出了本文的研究視角。 第3章概念模型構(gòu)建和研究假設(shè)提出,結(jié)合傳統(tǒng)品牌和自有品牌研究成果,構(gòu)建了零售商自有品牌營(yíng)銷策略對(duì)消費(fèi)者溢價(jià)支付意愿的作用模型,通過(guò)理論演繹和推導(dǎo),提出各研究變量之間的理論假設(shè)關(guān)系。 第4章研究設(shè)計(jì)和數(shù)據(jù)收集,包括問(wèn)卷設(shè)計(jì)、變量的操作化定義及測(cè)量、數(shù)據(jù)收集和分析方法等說(shuō)明。 第5章實(shí)證檢驗(yàn)與結(jié)果討論,依次對(duì)數(shù)據(jù)進(jìn)行描述性統(tǒng)計(jì)分析、量表的信度與效度檢驗(yàn)、共同方法偏差檢驗(yàn)、變量相關(guān)性分析,實(shí)證檢驗(yàn)理論模型的主效應(yīng)、控制效應(yīng)、中介效應(yīng)以及調(diào)節(jié)效應(yīng),并對(duì)實(shí)證結(jié)果進(jìn)行討論。 第6章結(jié)論與展望,對(duì)研究結(jié)論進(jìn)行高度提煉和闡述,在此基礎(chǔ)上,提出相應(yīng)的管理啟示,并對(duì)研究存在的不足之處作進(jìn)一步剖析,指出未來(lái)研究方向。 本文的研究結(jié)論有：(1)廣告投入、商店形象與自有品牌感知質(zhì)量差距均呈顯著負(fù)相關(guān)關(guān)系,且商店形象的顯著性大于廣告投入。價(jià)格促銷與自有品牌感知質(zhì)量差距呈顯著正相關(guān)關(guān)系。精美包裝對(duì)自有品牌感知質(zhì)量差距影響不顯著；(2)精美包裝、廣告投入、商店形象與自有品牌情感感知均呈顯著正相關(guān)關(guān)系,且商店形象的顯著性最強(qiáng),廣告投入次之。價(jià)格促銷與自有品牌情感感知呈顯著負(fù)相關(guān)關(guān)系,且價(jià)格促銷對(duì)自有品牌情感感知的負(fù)面影響大于商店形象對(duì)情感感知的正面影響；(3)自有品牌感知質(zhì)量差距與消費(fèi)者溢價(jià)支付意愿呈顯著負(fù)相關(guān)關(guān)系,自有品牌情感感知與消費(fèi)者溢價(jià)支付意愿呈顯著正相關(guān)關(guān)系,且自有品牌情感感知對(duì)消費(fèi)者溢價(jià)支付意愿的正面影響大于自有品牌感知質(zhì)量差距對(duì)消費(fèi)者溢價(jià)支付意愿的負(fù)面影響；(4)自有品牌感知質(zhì)量差距和自有品牌情感感知是模型的兩個(gè)重要中介變量,其中,自有品牌感知質(zhì)量差距、情感感知在精美包裝與消費(fèi)者溢價(jià)支付意愿之間起部分中介效應(yīng),在廣告投入、價(jià)格促銷、商店形象與消費(fèi)者溢價(jià)支付意愿之間均為完全中介效應(yīng),且自有品牌情感感知的中介效應(yīng)大于自有品牌感知質(zhì)量差距；(5)消費(fèi)者價(jià)格-質(zhì)量模式對(duì)自有品牌感知質(zhì)量差距與消費(fèi)者溢價(jià)支付意愿之間的關(guān)系沒(méi)有調(diào)節(jié)作用,其調(diào)節(jié)效應(yīng)主要體現(xiàn)在自有品牌情感感知與消費(fèi)者溢價(jià)支付意愿之間的關(guān)系上。本研究基于理論和實(shí)證研究得出的相關(guān)結(jié)論,使我們對(duì)零售商自有品牌營(yíng)銷策略與消費(fèi)者溢價(jià)支付意愿之間的關(guān)系及作用機(jī)制有了更為全面和深入地認(rèn)識(shí)。 本文的創(chuàng)新點(diǎn)主要包括以下4點(diǎn)： (1)本研究對(duì)象是零售商的高端型自有品牌,豐富了現(xiàn)有的自有品牌理論。過(guò)去的研究?jī)H關(guān)注原始狀態(tài)型或跟隨型自有品牌,本研究對(duì)一些大型連鎖零售商悄然興起的高端型或溢價(jià)型自有品牌現(xiàn)象進(jìn)行了分析。并突破了過(guò)去限于對(duì)消費(fèi)者自有品牌購(gòu)買(mǎi)態(tài)度或意愿的探討,嘗試探討了對(duì)消費(fèi)者的自有品牌溢價(jià)支付意愿影響因素研究。 (2)本研究拓展了現(xiàn)有文獻(xiàn)對(duì)消費(fèi)者自有品牌感知內(nèi)涵的界定。目前國(guó)內(nèi)外關(guān)于消費(fèi)者自有品牌感知文獻(xiàn)成果更多體現(xiàn)在質(zhì)量感知方面,態(tài)度或情感感知的文獻(xiàn)研究較少。實(shí)際上,品牌情感在很大程度上代表了品牌形象,是品牌溢價(jià)的重要來(lái)源。本研究用“自有品牌感知質(zhì)量差距”變量,替代以往文獻(xiàn)中常用的“自有品牌感知質(zhì)量”變量,能直接反映出自有品牌與制造商品牌在質(zhì)量上的差異,對(duì)消費(fèi)者相對(duì)于制造商品牌的自有品牌溢價(jià)支付意愿有更強(qiáng)解釋力。 (3)本研究提煉出四個(gè)關(guān)鍵的自有品牌營(yíng)銷策略變量。由于以往的文獻(xiàn)多以原始狀態(tài)型和跟隨型自有品牌產(chǎn)品為研究對(duì)象,學(xué)者也忽略了營(yíng)銷策略的重要性。事實(shí)上,營(yíng)銷策略對(duì)于零售商樹(shù)立自有品牌形象、傳達(dá)自有品牌產(chǎn)品的高端定位十分重要。本研究通過(guò)文獻(xiàn)梳理,結(jié)合高端型自有品牌的營(yíng)銷實(shí)踐及消費(fèi)者訪談,從消費(fèi)者感知角度提煉出四個(gè)關(guān)鍵的自有品牌營(yíng)銷策略變量(精美包裝、廣告投入、價(jià)格促銷和商店形象)。并通過(guò)實(shí)證研究表明,這四個(gè)營(yíng)銷變量是影響消費(fèi)者自有品牌感知的關(guān)鍵前因變量,豐富了現(xiàn)有自有品牌營(yíng)銷理論。 (4)本研究引入自有品牌感知變量作為模型的中介變量,構(gòu)建了零售商自有品牌營(yíng)銷策略對(duì)消費(fèi)者溢價(jià)支付意愿的作用模型,深入闡述了零售商的自有品牌營(yíng)銷努力對(duì)消費(fèi)者的自有品牌溢價(jià)支付意愿的影響機(jī)理。本研究嘗試從自有品牌感知質(zhì)量差距、情感感知角度,打開(kāi)零售商自有品牌營(yíng)銷刺激與消費(fèi)者溢價(jià)支付意愿之間關(guān)系的黑箱。實(shí)證檢驗(yàn)表明：自有品牌感知質(zhì)量差距、情感感知在零售商自有品牌營(yíng)銷策略和消費(fèi)者溢價(jià)支付意愿之間起重要中介作用,其中,自有品牌情感感知的中介效應(yīng)顯著性大于自有品牌感知質(zhì)量差距。 本文的不足之處包括：(1)本研究未考慮自有品牌產(chǎn)品類別變量,實(shí)際上營(yíng)銷策略對(duì)消費(fèi)者自有品牌感知與溢價(jià)支付意愿的影響,會(huì)隨著產(chǎn)品類別的不同而存在差異。(2)關(guān)于數(shù)據(jù)收集方面,本研究并未采取客觀數(shù)據(jù),而是從消費(fèi)者感知的角度對(duì)其進(jìn)行測(cè)量。上述不足,將在今后研究工作予以彌補(bǔ)。
[Abstract]:As retailers begin to surpass manufacturers on scale, their own brands are booming around the world and are being pursued by many retail businesses, especially chain supermarkets. In the early days, their own brands competed with manufacturer brands through low quality, low price and similar packaging. The retailer began to develop high-end private brands, such as the President's Choice series of Canadian retailer Loblaws, the Sam's Choice series of WAL-MART in the United States, the Watsons Water series of Hongkong Watsons group, the 7P (SEVEN PREMIUM) series of Itou Yoka Tang supermarket (China). At the end of its own brand, retailers are trying to improve their marketing capabilities, such as product packaging design, advertising, store image and so on, to convey their "high quality and high price" product positioning, enhance their brand image, and then improve the consumer's overall perception of their own brands. The price is higher than the mainstream manufacturer's brand in the market, and gradually become the pronoun of "high quality, good service" in the mind of the consumer. More and more consumers are willing to spend more money to buy high-end private brands. How to explain the phenomenon of retailer's own brand premium and whether the retailer's own brand marketing strategy will be improved or not. It is an important topic worth studying that the perception of private brand and increasing the willingness to pay for consumers' premium.
At present, scholars at home and abroad have a large number of research achievements on private brands, which are mainly reflected in the following aspects: the reasons for the success of their own brands, the motivation of developing their own brands, the attitude of consumers to their own brands, the influencing factors of their own brand purchase intention, and the strategy choice of the manufacturers to face their own brands. Focusing on low price, low price, low price, low price, high quality and low price, little attention is paid to the increasingly popular high-end private brands. So far, no scholars have studied the phenomenon of retailer's private brand premium and the factors that affect the willingness to pay for private brand spills. We will further discuss this topic and hope to supplement and improve the theoretical research of private brand.
The research content of this article consists of 6 chapters:
The first chapter introduces the background, purpose, content and significance of this study, defines the basic concepts, research objects and the scope of research, and explains the technical route, research methods and innovation points of this paper.
In the second chapter, the literature review and review are reviewed and reviewed. The research literature on brand premium payment intention, perceived quality and perceived quality gap of private brand, brand emotion, and private brand marketing strategy are reviewed and reviewed, and the research perspective of this article is found.
The third chapter concept model construction and research hypothesis proposed, combined with the traditional brand and private brand research results, constructed the retailer's own brand marketing strategy to the consumer premium payment intention model, through theoretical deduction and deduction, the theoretical hypothesis relationship between the various research variables was put forward.
The fourth chapter is research design and data collection, including questionnaire design, operationalized definition and measurement of variables, data collection and analysis methods.
The fifth chapter is the empirical test and the result discussion, in turn, the descriptive statistical analysis of the data, the test of the reliability and validity of the scale, the common method deviation test, the variable correlation analysis, the main effect, the control effect, the intermediary effect and the adjustment effect of the empirical test theory model, and the empirical results are discussed.
In the sixth chapter, the conclusions and prospects are highly refined and elaborated. On this basis, the corresponding management enlightenment is put forward, and the shortcomings of the research are further analyzed, and the future research direction is pointed out.
The conclusions of this paper are as follows: (1) advertising input, store image and perceived quality gap of private brand have significant negative correlation, and the significance of store image is greater than advertising input. Price promotion has a significant positive correlation with the perceived quality gap of private brand perception. (2) the effect of exquisite packaging on perceived quality gap of private brands is not significant. Beautiful packaging, advertising input, store image and personal brand emotional perception have significant positive correlation, and store image is the strongest, advertising input is the second. Price promotion has a significant negative correlation with emotional perception of own brand, and the negative impact of price promotion on the sense perception of private brand is greater than that of store image to emotional feeling. The positive influence of knowledge is positive; (3) the perceived quality gap of private brand has a significant negative correlation with the consumer premium willingness to pay, and there is a significant positive correlation between private brand emotion perception and consumer premium willingness to pay, and the positive impact of private brand emotion perception on consumer premium payment will is greater than the perceived quality gap of private brand. The negative impact of consumer premium payment intention; (4) the perceived quality gap of private brand and emotional perception of private brand are two important intermediary variables of the model, among which, the perceived quality gap between the private brand and the emotional perception is partly mediated between the exquisite packaging and the consumer premium willingness to pay, in the advertising investment, price promotion, and business. The relationship between store image and consumer premium payment will be completely mediator effect, and the intermediary effect of private brand emotion perception is greater than the perceived quality gap of private brand. (5) the consumer price quality model has no regulatory effect on the relationship between perceived quality gap of private brand and consumer premium willingness to pay, and its moderating effect is main. This study is based on the relationship between the emotional perception of private brands and the willingness to pay for the premium of consumers. Based on the theoretical and empirical research, we have made a more comprehensive and in-depth understanding of the relationship between the retailer's private brand marketing strategy and the premium payment intention of the consumer.
The innovation of this article mainly includes the following 4 points:
(1) the object of this study is the high-end private brand of the retailer, which enriches the existing own brand theory. The past research only focuses on the original state or the following type of private brand. This research has analyzed the high-end or premium self brand image of some large chain retailers and broke through the past Limited to the consumption. This paper attempts to explore the influencing factors of consumers' willingness to pay for their own brand premium.
(2) the present study extends the definition of the perceived connotation of consumer's private brand. At present, the literature on consumer's private brand perception is more reflected in the quality perception, and there is less literature research on attitude or emotion perception. In fact, brand sentiment represents the brand image to a great extent, and is the premium of brand premium. This study uses the "perceived quality gap of private brands" to replace the "perceived quality of self brand" used in the previous literature, which can directly reflect the quality difference between the brand and the manufacturer brand, and has a stronger explanatory power to the consumer's willingness to pay for the self brand premium relative to the manufacturer's brand.
(3) four key private brand marketing strategies are extracted in this study. Since the previous literature is mainly based on the original state and following brand products, scholars have ignored the importance of marketing strategy. In fact, the marketing strategy sets up its own brand image and conveys the high-end positioning of its own brand products. It is very important that four key private brand marketing strategy variables (exquisite packaging, advertising input, price promotion and store image) are extracted from the perspective of consumer perception by combing the literature and combining the marketing practice of high-end private brands and consumer interviews. The empirical study shows that these four marketing variables are the influence elimination. The key antecedents of brand perception are enriched by existing brand marketing theories.
(4) this study introduces the self brand perception variable as the intermediary variable of the model, constructs the model of the retailer's private brand marketing strategy on the premium payment intention of the consumer, and expounds the influence mechanism of the retailer's own brand marketing effort on the self owned brand premium payment intention of the consumer. The perceived quality gap and the emotional perception angle open the black box between the retailer's private brand marketing stimulus and the consumer premium willingness to pay. The empirical test shows that the perceived quality gap between the private brand and the retailer's private brand marketing strategy and the consumer's willingness to pay will play an important intermediary role. The intermediary effect of emotional perception of private brand is significantly greater than that of private brand.
The inadequacies of this paper include: (1) the study does not consider the category variables of their own brand products. In fact, the impact of marketing strategies on consumer brand awareness and premium payment will vary with the product category. (2) on data collection, this study does not take objective data, but is perceived from the consumer. The above deficiencies will be compensated for in the future.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F713.55;F713.32

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相關(guān)博士學(xué)位論文 前4條

1 施曉峰;商品組合價(jià)值對(duì)溢價(jià)支付意愿影響研究[D];吉林大學(xué);2011年

2 李靜;品牌認(rèn)知對(duì)消費(fèi)者感知質(zhì)量影響的研究[D];北京郵電大學(xué);2011年

3 古安偉;基于消費(fèi)者關(guān)系視角的品牌資產(chǎn)概念模型及其驅(qū)動(dòng)關(guān)系研究[D];吉林大學(xué);2012年

4 江敏華;中國(guó)零售商自有品牌決策行為研究[D];上海交通大學(xué);2008年

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