【摘要】：隨著世界范圍內(nèi)買方市場趨勢的持續(xù)增強(qiáng),顧客的自主購買能力逐步提升,公司間競爭的重點(diǎn)從產(chǎn)品轉(zhuǎn)向品牌,構(gòu)建良好品牌形象成為形成公司核心競爭力的關(guān)鍵。實(shí)踐證明,利益相關(guān)者不但是提升品牌價(jià)值的關(guān)鍵資源,還對保障品牌健康發(fā)展具有重要作用。因此,以維護(hù)利益相關(guān)者品牌共建為目的的品牌治理成為當(dāng)前實(shí)現(xiàn)品牌健康與可持續(xù)發(fā)展的重要手段。在我國,品牌治理獲得了突飛猛進(jìn)的發(fā)展,然而值得注意的是,我國品牌治理在演進(jìn)的過程中,卻缺乏良性思考與指導(dǎo),致使在品牌共建行為中承擔(dān)不同責(zé)任的角色發(fā)展失調(diào),短期內(nèi)能夠帶動品牌價(jià)值提升的利益相關(guān)者得到優(yōu)先發(fā)展,而承擔(dān)監(jiān)督和約束職能的利益相關(guān)者卻時(shí)常被公司選擇性忽略,出現(xiàn)了大量以品牌健康換取短期品牌價(jià)值的不良發(fā)展模式。這一問題同樣困擾著東、西方的學(xué)者,并推動品牌治理成為品牌研究領(lǐng)域的前沿與熱點(diǎn)。目前品牌治理研究主要集中在三個(gè)方面,促使利益相關(guān)者參與品牌治理的原因是什么?如何提升利益相關(guān)者在品牌治理中的表現(xiàn)?品牌治理的效果又該怎樣衡量? 帶著這三個(gè)問題,本文對品牌治理展開研究,以利益相關(guān)者參與品牌治理的影響因素為切入點(diǎn),以品牌治理的深化過程為導(dǎo)向,通過品牌治理融入度衡量品牌治理的實(shí)施效果,形成了貫穿品牌治理形成、發(fā)展與測量的研究邏輯思路。并通過經(jīng)濟(jì)學(xué)范式分析、博弈模擬等方法較為系統(tǒng)對品牌治理進(jìn)行分析,形成本文研究框架,具體步驟如下： 首先,對影響利益相關(guān)者參與品牌治理的因素進(jìn)行探索,該類因素是形成品牌治理的基礎(chǔ),也是品牌治理研究的起點(diǎn)。本文在前人研究的基礎(chǔ)上,進(jìn)一步分析了品牌治理的參與機(jī)制,將品牌共建過程簡化為由公司與利益相關(guān)者共同參與的生產(chǎn)過程,將品牌治理視為保障該生產(chǎn)過程的制度,以最優(yōu)生產(chǎn)與公平分配為線索,通過引入柯布-道格拉斯(Cobb-Douglas)生產(chǎn)函數(shù)與心理契約理論構(gòu)建基于利益相關(guān)者的品牌治理參與模型,并推導(dǎo)出利益相關(guān)者參與品牌治理活動的心理預(yù)期函數(shù)。根據(jù)利益相關(guān)者的心理預(yù)期,結(jié)合實(shí)地訪談的采訪結(jié)論,最終提取了六個(gè)品牌治理參與因素,分別是交流環(huán)境、物質(zhì)激勵(lì)、品牌情感、活動樂趣、宣傳能力以及勞動成本。同時(shí)根據(jù)分析過程中,利益相關(guān)者在品牌治理中訴求的差別,將利益相關(guān)者分為備用型、奉獻(xiàn)型、權(quán)益型與伙伴型四類。 其次,在借鑒品牌社群理論研究成果的基礎(chǔ)上,創(chuàng)新性提出了品牌治理融入度的概念,將其定義為公司與利益相關(guān)者在品牌治理過程中完成自己所承擔(dān)責(zé)任與義務(wù)的程度,根據(jù)參與者在品牌治理中的融入表現(xiàn)衡量品牌治理的效果。同時(shí)加強(qiáng)對品牌共建與治理機(jī)制的分析,通過品牌擁有公司與其他利益相關(guān)者的動態(tài)博弈模擬品牌共建的過程,并針對博弈中的局限與矛盾,提出品牌治理的基本目標(biāo)與作用,即統(tǒng)一意識形成合作前提,監(jiān)督懲罰手段作為合作保障,動態(tài)、長期博弈實(shí)現(xiàn)合作優(yōu)化。以此為線索,進(jìn)一步提出品牌治理融入度的三個(gè)測量維度,分別為歸屬意識、監(jiān)督與維權(quán)意識以及可持續(xù)發(fā)展?jié)摿�。利益相關(guān)者在品牌治理中的融入程度從本質(zhì)上決定了品牌治理的實(shí)施效果,不僅作為一套反映連續(xù)狀態(tài)的測量指標(biāo)體系,區(qū)分利益相關(guān)者能否真正融入品牌治理之中,還同時(shí)兼顧了品牌共建過程中的效率與公平。 再次,根據(jù)基于前人研究的理論分析,引入品牌共建中的認(rèn)同意識與參與關(guān)系兩個(gè)變量作為深化品牌治理的兩條路徑。認(rèn)同感會對參與者的合作心理產(chǎn)生影響,產(chǎn)生喜好、偏向,并依此為基礎(chǔ),加強(qiáng)或減弱利益相關(guān)者在品牌治理活動中的表現(xiàn),進(jìn)而影響其品牌治理融入度；而合作關(guān)系作為調(diào)節(jié)、修飾參與者間合作的重要因素,直接決定了品牌共建表現(xiàn)與品牌治理的效果,是影響品牌治理融入度的重要因素。另一方面,品牌治理的深化路徑也是溝通品牌參與因素與品牌融入度的橋梁,將利益相關(guān)者參與品牌治理的影響因素與品牌治理融入度聯(lián)系起來,實(shí)現(xiàn)了品牌治理從參與開始,歷經(jīng)深化過程直到產(chǎn)出效果的完整運(yùn)行路徑,即通過認(rèn)同意識與參與關(guān)系兩個(gè)變量將品牌治理參與因素的六個(gè)測量維度與品牌治理融入度的三個(gè)測量維度串聯(lián)起來。 然后,通過訪談與調(diào)查問卷獲得了較為詳實(shí)的一手?jǐn)?shù)據(jù),根據(jù)對濟(jì)南BBA車友會、蘇州奔馳利星行俱樂部、濟(jì)南之星奔馳4S店、山東電廣文化傳媒有限公司和萊蕪大眾日報(bào)社的訪談與預(yù)調(diào)查編制并純化了問卷題項(xiàng),最終回收包括奉獻(xiàn)型、權(quán)益型與伙伴型三類利益相關(guān)者的問卷581份。使用SPSS與AMOS兩種軟件對數(shù)據(jù)進(jìn)行分析與處理,通過探索性與驗(yàn)證性因子分析、相關(guān)性檢驗(yàn)、結(jié)構(gòu)方程模型、貝氏估計(jì)等方法,檢驗(yàn)了研究假設(shè),并根據(jù)利益相關(guān)者的分類對品牌治理的特點(diǎn)做了進(jìn)一步的分析。 另外,根據(jù)實(shí)證分析結(jié)果,對品牌治理機(jī)制進(jìn)行探索,從收益激勵(lì)與關(guān)系激勵(lì)兩個(gè)方面對品牌治理的激勵(lì)機(jī)制進(jìn)行解讀,提出品牌治理過程中,關(guān)系激勵(lì)往往比收益激勵(lì)更有效；從內(nèi)外部監(jiān)督的角度分析了品牌治理的監(jiān)督機(jī)制,闡釋了只有內(nèi)外部監(jiān)督相結(jié)合才能確保品牌共建過程的健康；從處于弱勢的利益相關(guān)者角度解釋了品牌治理的約束機(jī)制,實(shí)現(xiàn)利益相關(guān)者對品牌擁有公司的約束。在品牌治理各項(xiàng)機(jī)制相互作用的條件下,分析了品牌治理效果形成機(jī)理,并通過結(jié)合我國品牌發(fā)展的具體問題,提出實(shí)務(wù)層面上品牌治理的具體效果,分別是理順品牌共建合作脈絡(luò)、提高品牌發(fā)展效率、保障品牌的可持續(xù)發(fā)展、提升品牌忠誠與建立品牌惡意競爭的防御機(jī)制。 最終,在理論研究與實(shí)證分析的基礎(chǔ)上,提出研究結(jié)論如下：第一,不同類型的利益相關(guān)者在品牌治理中表現(xiàn)存在差異。因此,在實(shí)務(wù)層面中,品牌擁有公司應(yīng)因人而異,設(shè)置差別化品牌治理政策,從而更高效的吸引利益相關(guān)者加入并提高其在品牌治理中的表現(xiàn)。第二,品牌治理參與因素可以通過認(rèn)同意識與合作關(guān)系影響利益相關(guān)者對品牌治理的融入度。所以在實(shí)踐中,公司應(yīng)在考慮品牌治理參與者構(gòu)成的基礎(chǔ)上,分析品牌治理六種參與因素在融入品牌治理中作用的比重與特點(diǎn),兼顧交流環(huán)境建設(shè)與物質(zhì)獎(jiǎng)勵(lì),設(shè)計(jì)合理的投資方案,并以品牌合作活動樂趣為重點(diǎn),培養(yǎng)品牌情感,同時(shí)也應(yīng)注意降低勞動強(qiáng)度,提高利益相關(guān)者參與積極性以及挖掘參與者的宣傳能力,正確實(shí)現(xiàn)品牌杠桿。另外,通過引入權(quán)益型利益相關(guān)者加強(qiáng)外部監(jiān)督與約束,拒絕違規(guī)合謀,提升合作者信心建立品牌形象防御機(jī)制,抵御未知風(fēng)險(xiǎn)。
[Abstract]:With the increasing trend of buyer's market in the world, the ability of customers' independent purchase has been improved gradually. The focus of competition between companies has shifted from product to brand. Building a good brand image has become the key to the core competitiveness of the company. Practice has proved that stakeholders are not only the key resources to improve brand value, but also the protection of brand. Healthy development has an important role. Therefore, brand governance, which aims to maintain the Brand Co Construction of stakeholders, has become an important means to achieve brand health and sustainable development. In China, brand governance has gained rapid development. However, it is worth noting that China's brand governance is lacking in good thinking in the process of evolution. Examination and guidance make the role of different responsibilities develop in the brand co construction behavior, and the stakeholders in the short term can promote the promotion of brand value, while the stakeholders who undertake supervision and constraint functions are often ignored by the company, and a large number of brand health is changed for short-term brand value. This problem also puzzles the East and Western scholars, and promotes brand governance as the frontier and hot spot in the field of brand research. At present, the research on brand governance is mainly focused on three aspects. What are the reasons for promoting stakeholder participation in brand governance and how to improve the performance of stakeholders in brand governance? How to measure the effect of brand governance?
With these three problems, this paper studies brand governance, takes the influencing factors of stakeholder participation in brand governance as the breakthrough point, takes the deepening process of brand governance as the guidance, and measures the implementation effect of brand governance through brand governance integration, and forms a logical thinking through the research on the formation, development and measurement of brand governance. Through economic paradigm analysis, game simulation and other methods, a systematic analysis of brand governance is conducted to form the research framework.
First, the factors that affect stakeholder participation in brand governance are explored. These factors are the basis for the formation of brand governance and the starting point of brand governance research. On the basis of previous research, this paper further analyzes the participation mechanism of brand governance, and simplifies the process of brand co construction to participate in the joint participation of the company and the stakeholders. In the process of production, brand governance is regarded as a system for guaranteeing the process of production, with the best production and fair distribution as a clue. By introducing Cobb Douglas (Cobb-Douglas) production function and psychological contract theory, the brand governance participation model based on stakeholders is constructed, and the heart of stakeholder participation in brand management activities is deduced. According to the stakeholder's psychological expectation, combined with the interview conclusions of the field interview, six brand governance participation factors are finally extracted, which are communication environment, material incentive, brand emotion, activity fun, publicity ability and labor cost. Do not divide stakeholders into four types: reserve type, dedication type, equity type and partner type.
Secondly, on the basis of the research results of brand community theory, the concept of brand governance integration is proposed by innovativeness, which is defined as the degree of responsibility and obligation of the company and stakeholder in the process of brand governance, and the effect of brand governance according to participants' integration in brand governance. Strengthen the analysis of Brand Co Construction and governance mechanism, through the brand ownership of the company and other stakeholders dynamic game simulation brand building process, and aiming at the limitations and contradictions in the game, put forward the basic goal and role of brand governance, namely, unified consciousness to form cooperation before, supervision and punishment means as cooperation guarantee, dynamic, long On the basis of this, the three measurement dimensions of brand governance integration are further proposed, which are ownership consciousness, supervision and maintenance consciousness and sustainable development potential. The degree of integration of stakeholders in brand governance determines the implementation effect of brand governance in essence, not only as a set of reflecting companies. The continuous state measurement index system can distinguish whether stakeholders can truly integrate into brand governance, and also take into account the efficiency and fairness in the process of brand building.
Thirdly, according to the theoretical analysis based on previous studies, the two variables of identity awareness and participation in brand building are introduced as the two ways to deepen the brand governance. Identity will have an impact on the participants' cooperative psychology, producing preference and bias, and on the basis of this, strengthening or weakening the stakeholders in brand governance activities. Performance, and then influence the degree of brand governance, and as an important factor to adjust and modify the cooperation among the participants, the cooperation relationship directly determines the effect of Brand Co Construction and brand governance, and is an important factor affecting the integration of brand governance. On the other hand, the deepening path of brand governance is also the communication brand participation factor and brand. The bridge of integration, linking the influencing factors of stakeholder participation in brand governance with the degree of brand governance, realizes the complete running path of brand governance from participation, through the deepening process to the output effect, that is, the six measurement dimensions of brand governance through two variables of identity consciousness and participation relationship. And three dimensions of brand governance.
Then, through interviews and questionnaires, a more detailed data is obtained. According to the interview and pre investigation of Ji'nan BBA car friendship, Suzhou Mercedes Benz club, Ji'nan star Benz 4S store, Shandong radio culture media Co., Ltd. and Laiwu Volkswagen daily, the final recovery includes the dedication type. Three kinds of stakeholder questionnaire of benefit type and partnership type. The data are analyzed and processed with two kinds of software SPSS and AMOS. Through exploratory and confirmatory factor analysis, correlation test, structural equation model, bainite estimation and other methods, the research hypothesis is tested and the characteristics of brand governance are made according to the classification of stakeholder. Further analysis.
In addition, according to the results of the empirical analysis, this paper explores the brand governance mechanism, and interprets the incentive mechanism of brand governance from two aspects of income incentive and relationship incentive, and puts forward that in the process of brand governance, the relationship incentive is more effective than income incentive, and the supervision mechanism of brand governance is analyzed from the perspective of internal and external supervision. Only the combination of internal and external supervision can ensure the health of the brand co construction process, and the constraint mechanism of brand governance is explained from the point of disadvantaged stakeholder, and the stakeholders' constraints on the brand ownership are realized. The mechanism of brand governance effect is analyzed under the interaction of brand governance mechanisms, and the mechanism of brand governance is analyzed. Combined with the specific problems of China's brand development, the concrete effect of brand governance on the practical level is put forward, which are to straighten out the cooperation vein of brand co construction, improve the efficiency of brand development, guarantee the sustainable development of brand, enhance brand loyalty and establish the defense mechanism of brand malice competition.
Finally, on the basis of theoretical and empirical analysis, the conclusions are put forward as follows: first, different types of stakeholders are different in brand governance. Therefore, in the practical level, the brand ownership company should vary from person to person, set the policy of differentiated brand governance, so as to attract more efficient stakeholders to join and improve. Second, the participation factor of brand governance can affect the integration of stakeholder to brand governance through the awareness and cooperation relationship. Therefore, in practice, the company should analyze the role of brand governance in brand governance on the basis of considering the composition of the brand governance participants. Weight and characteristics, taking into account the exchange of environmental construction and material incentives, designing reasonable investment plans, focusing on the fun of the brand cooperation activities, and cultivating brand feelings. At the same time, we should pay attention to reducing labor intensity, improve the enthusiasm of the stakeholders and excavate the publicity ability of the participants and realize the brand lever. In addition, through the introduction of the right to leverage. Beneficial stakeholders strengthen external supervision and restraint, refrain from illegal collusion, enhance cooperation confidence, establish brand image defense mechanism, and resist unknown risks.
【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】：2014
【分類號】：F273.2

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