【摘要】： 消費市場的復(fù)雜多變、日益激烈的市場競爭、能源和環(huán)境問題是當(dāng)今企業(yè)所面臨的三個主要問題,他們給企業(yè)的生存與發(fā)展帶來了前所未有的挑戰(zhàn)。在復(fù)雜和動蕩的環(huán)境中,為了應(yīng)付日益挑剔的消費者、并購和競爭的壓力、社會輿論的監(jiān)督,品牌聯(lián)盟已經(jīng)成為一種創(chuàng)造利益、降低風(fēng)險的有效的競爭戰(zhàn)略,企業(yè)投資決策的主要選擇之一。品牌聯(lián)盟是“兩個或兩個以上品牌有形或無形屬性結(jié)合”,它的目的是充分利用多個合作品牌的力量,提高顧客對產(chǎn)品或服務(wù)的評價。由于新品牌開發(fā)戰(zhàn)略的失敗率持續(xù)上升,品牌聯(lián)盟已經(jīng)成為一種日益廣泛的市場現(xiàn)象,甚至是某些行業(yè)主要的商業(yè)運作方式。盡管如此,品牌聯(lián)盟還是一項較新的市場戰(zhàn)略,處于發(fā)展的起步階段,面臨著許多基礎(chǔ)的管理問題和學(xué)術(shù)問題,但是隨著品牌管理研究重新煥發(fā)生機,它已經(jīng)成為近些年品牌研究領(lǐng)域興起的一個新的熱點問題。 論文首先簡要介紹了研究的背景,對品牌聯(lián)盟研究進行了概述,然后分析了品牌聯(lián)盟戰(zhàn)略的內(nèi)涵、特征和類型,以及影響品牌聯(lián)盟評價的各種可能因素。其后,在影響因素分析和參考已有模型的基礎(chǔ)上,提出了一個較為完整的品牌聯(lián)盟評價的概念模型框架,并通過實證分析檢驗了相關(guān)變量之間的影響效果。在此研究的基礎(chǔ)上,本文進入一個嘗試性的動態(tài)研究,引入復(fù)雜系統(tǒng)中的NK模型來分析品牌聯(lián)盟戰(zhàn)略在長期內(nèi)的有效性如何。最后,概括總結(jié)了相應(yīng)的研究結(jié)論,討論了研究的理論和實踐意義,以及進一步的研究方向。 研究者們給出的品牌聯(lián)盟定義不盡一致,其術(shù)語也存在多種表述形式,但品牌聯(lián)盟本質(zhì)上是一種合作性的營銷活動,合作的內(nèi)容既包含有形資源也包含無形資源,期限的長短也各不相同。品牌聯(lián)盟不同于戰(zhàn)略聯(lián)盟,它是一種協(xié)議性的合作,一般至少會有一個知名品牌參加,合作雙方必須有共同的客戶基礎(chǔ),能為顧客創(chuàng)造價值,各個參與品牌在品牌聯(lián)盟活動中受到的影響是不均衡的。學(xué)者們對品牌聯(lián)盟的分類也沒有統(tǒng)一的意見,大多是為了研究需要或更好的理解品牌聯(lián)盟的特征,本文列出了幾類較為完善的分類模式。目前用于品牌聯(lián)盟分析的理論主要是信號理論,其它也包括如聯(lián)想網(wǎng)絡(luò)理論、情境理論、信息整合理論等,文獻中出現(xiàn)的品牌聯(lián)盟評價的影響因素主要包括品牌事前態(tài)度、適應(yīng)性和熟悉度等。 在概念模型框架中,本文區(qū)分了熟悉度和知名度兩個不同的概念,同時相對以前的研究添加了幾個新的變量一脆弱性、顧客感知利益和延伸適應(yīng)度,分析了它們對品牌聯(lián)盟及其參與品牌評價的直接影響效果和相互之間的交互作用。研究設(shè)計選擇了通信品牌廠商與手機品牌廠商的合作形式,構(gòu)建了3個實驗場景,第1個場景為聯(lián)合促銷,即移動通信品牌配合手機品牌進行手機產(chǎn)品的促銷;第2個場景為產(chǎn)品開發(fā),即移動運營品牌廠商希望開發(fā)手機產(chǎn)品,尋求與一個現(xiàn)有的手機品牌廠商進行合作;場景3同樣分析了一個手機產(chǎn)品開發(fā)合作,不過合作的雙方是固網(wǎng)通信廠商與手機廠商。場景3和場景2的不同之處在于合作雙方的產(chǎn)品互補性和主導(dǎo)品牌的延伸適應(yīng)性較低。 研究結(jié)果表明,知名度和熟悉度是兩個不同含義的概念,品牌知名度無論在何種條件下都對品牌聯(lián)盟和參與品牌的評價有顯著的影響。但是,在一個參與品牌產(chǎn)品適應(yīng)性較強的場景中,品牌的熟悉度只會影響到自身的事后評價,而不會影響合作伙伴;另一方面,在聯(lián)合促銷場景中,品牌熟悉度對品牌聯(lián)盟的評價不存在顯著的影響,但是在產(chǎn)品開發(fā)場景中,品牌熟悉度對品牌聯(lián)盟存在顯著的影響;此外,在參與品牌產(chǎn)品適應(yīng)性較弱的場景中,品牌熟悉度既對品牌聯(lián)盟的評價有顯著的影響,也對各個參與品牌的評價有顯著的影響。研究結(jié)果暗示,知名度無論在何種場景下都是一個顯著影響品牌聯(lián)盟評價和參與品牌評價的變量,而熟悉度在不同的場景下對品牌聯(lián)盟及其參與品牌評價的影響不同,在參與品牌間適應(yīng)性顯著的情況下,它很難對合作伙伴的評價產(chǎn)生影響,如果參與品牌間的合作不是那么深入(如聯(lián)合促銷),它對品牌聯(lián)盟評價的影響也不會很大,但是當(dāng)其它品牌聯(lián)盟和品牌評價的影響因素強度較弱時(如參與品牌間適應(yīng)性較弱),熟悉度的影響就變得顯著了。因此,一個聯(lián)合促銷決策應(yīng)盡力尋求一個知名的合作伙伴,但是一個聯(lián)合產(chǎn)品開發(fā)決策,可以選擇一個消費者熟悉的品牌,在遠延伸的情況下,這種合作甚至更有效。 結(jié)構(gòu)模型結(jié)果的分析顯示,品牌脆弱性、顧客感知利益、延伸產(chǎn)品適應(yīng)度與品牌態(tài)度之間存在強烈的交互作用,在這種作用存在的情況下,它們對品牌聯(lián)盟評價的直接影響是不顯著的,因此在分析品牌聯(lián)盟評價的直接影響因素時似乎不用考慮它們。其次,參與品牌間的產(chǎn)品適應(yīng)度與顧客感知利益間存在交互影響,由于這種影響的存在,產(chǎn)品適應(yīng)度對品牌聯(lián)盟評價的影響可能不像品牌適應(yīng)度對品牌聯(lián)盟評價的影響那么顯著。這種結(jié)果暗示,在建立品牌聯(lián)盟時,最重要的影響因素就是消費者對參與品牌的態(tài)度評價,其次是品牌適應(yīng)度和產(chǎn)品適應(yīng)度,管理者應(yīng)該首先考慮尋找一個具有良好品牌形象的合作伙伴,然后再考慮選擇一個適應(yīng)性較強的品牌,其它相關(guān)因素可能都是次要的,至少是可以通過較短時間的營銷活動進行彌補的,而品牌態(tài)度和品牌形象的塑造則是一個長期的艱難的歷程。 品牌聯(lián)盟的研究目前還處于靜態(tài)比較研究階段,缺乏時間維度的動態(tài)分析,許多研究者指出,時間維度的縱向研究對于分析品牌聯(lián)盟的效果是極其重要的。本文試圖轉(zhuǎn)入一個長期的動態(tài)研究,說明長期內(nèi)企業(yè)堅持不懈的品牌聯(lián)盟努力是有效的,持續(xù)的進行品牌聯(lián)盟在長期內(nèi)是一個有效的戰(zhàn)略。從動態(tài)和長期的角度來看,品牌聯(lián)盟的最終目的是通過品牌聯(lián)盟活動來提升對參與品牌的評價。本文利用Kauffman(1993)提出的生物學(xué)NK模型分析了品牌聯(lián)盟戰(zhàn)略相對獨立品牌開發(fā)戰(zhàn)略是否是一個更好的戰(zhàn)略,研究中考慮了三個影響因素一消費者“認可的異質(zhì)性協(xié)同”(RHS,Recognized heterogeneity synergies)、行業(yè)區(qū)別和復(fù)雜性,分析了它們對提升消費者對參與品牌的評價的作用。RHS從適應(yīng)性(Fit)引申而來,是定義模型演化規(guī)則的理論基礎(chǔ)。因為不同行業(yè)的品牌聯(lián)盟可能比同行業(yè)的品牌聯(lián)盟“異質(zhì)性”更強,需要分析它是否更加有效�！皬�(fù)雜性”來自NK模型或者更進一步說復(fù)雜系統(tǒng)理論,是NK模型研究的一個系統(tǒng)的關(guān)鍵影響因素,此外,這里的復(fù)雜性也指由于企業(yè)和市場的震動對品牌形象的影響。 NK模型的分析結(jié)果顯示,行業(yè)區(qū)別對品牌聯(lián)盟效果的影響并不顯著,一個稍微復(fù)雜的品牌同行業(yè)的合作伙伴就存在充分的“異質(zhì)性”,能夠幫助品牌跳出局部高峰,因此在品牌形象較為復(fù)雜的情況下,異業(yè)品牌聯(lián)盟和同業(yè)品牌聯(lián)盟的效果幾乎沒有區(qū)別;在環(huán)境穩(wěn)定的情況下,品牌聯(lián)盟的策略是有效的,無論對于形象結(jié)構(gòu)復(fù)雜還是簡單的品牌,形象結(jié)構(gòu)復(fù)雜的品牌在提升評價的過程中由于受到復(fù)雜性更多的限制,因此更愿意使用品牌聯(lián)盟的策略;當(dāng)來自企業(yè)的震蕩使品牌形象特征被重新定義時,為了減弱沖擊和迅速恢復(fù)品牌的市場影響力,應(yīng)該盡力維持而不是取消一個品牌聯(lián)盟;如果品牌面臨著一個劇烈變化的市場,品牌形象復(fù)雜化可以增強品牌應(yīng)對市場變化的能力,延長品牌生命周期,實現(xiàn)品牌投資的持續(xù)累積;同時,在一個快速變化的市場上,形象結(jié)構(gòu)簡單的品牌沒有必要進行品牌聯(lián)盟活動,而對形象結(jié)構(gòu)復(fù)雜的品牌來說,品牌聯(lián)盟仍然是一個有效的策略。 目前品牌聯(lián)盟的研究尚需要解決一些基本的學(xué)術(shù)問題和管理問題。進一步的研究應(yīng)該關(guān)注兩個方向,一是影響品牌聯(lián)盟評價的調(diào)節(jié)變量和情境變量,二是消費者評價品牌聯(lián)盟及其參與品牌的心理模式和過程。理論研究中,應(yīng)該更多的關(guān)注符號品牌聯(lián)盟、繼續(xù)探索適應(yīng)性維度和從信息經(jīng)濟學(xué)角度更深入的解釋品牌聯(lián)盟現(xiàn)象;實證研究需要進行縱向的比較案例研究、分析品牌聯(lián)盟的特有的評價問題以及品牌聯(lián)盟與參與品牌之間的交互作用;實踐領(lǐng)域,一個進行品牌聯(lián)盟的企業(yè)可能要面對許多新的品牌管理問題。
[Abstract]:The complex and changeable of the consumer market, the increasingly fierce market competition, the energy and the environment problem are the three main problems that today's enterprises face, and they bring an unprecedented challenge to the survival and development of the enterprise. In the complex and volatile environment, in order to cope with the increasingly picky consumers, the pressure of M & A and the competition, the supervision of the public opinion, the brand alliance has become an effective competition strategy to create the benefits and reduce the risk, and one of the main choices of the enterprise investment decision. The brand alliance is a "combination of two or more brands of tangible or intangible attributes", the purpose of which is to make full use of the power of multiple cooperative brands, and to improve the customer's evaluation of products or services. As the failure rate of the new brand development strategy continues to rise, the brand alliance has become an increasingly widespread market phenomenon, and is even the main commercial operation mode of some industries. Nevertheless, the brand alliance is a relatively new market strategy, in the beginning of development, facing many basic management problems and academic problems, but as the brand management research is renewed, It has become a new hot issue in the field of brand research in recent years. In this paper, the background of the research is briefly introduced, the research of the brand alliance is summarized, then the connotation, characteristics and types of the brand alliance strategy are analyzed, and the possibilities of influencing the evaluation of the brand alliance are analyzed. Then, on the basis of the influence factor analysis and the reference to the existing model, a more complete conceptual model framework of brand alliance evaluation is put forward, and the effect between the relevant variables is verified by the empirical analysis. Effect: On the basis of this study, this paper comes into a tentative dynamic study, and introduces the NK model in the complex system to analyze the effectiveness of the brand alliance strategy in the long term. In the end, the corresponding research conclusions are summarized, the theoretical and practical significance of the research is discussed, and further research The direction. The definition of the brand alliance given by the researchers is not consistent, and the terms also exist in a variety of expressions, but the brand alliance is essentially a cooperative marketing activity, and the content of the cooperation includes both the physical resources and the intangible resources, and the length of the term It is also different. The brand alliance is different from the strategic alliance. It is a kind of agreement and cooperation. In general, it will have at least one well-known brand to take part. The cooperation parties must have a common customer base, which can create value for customers, and each participating brand will be affected by the brand alliance activities It is not balanced. The scholars have no unified opinions on the classification of the brand alliance, mostly for the research needs or better understanding of the characteristics of the brand alliance, and the article lists some of the more perfect. The theory of brand alliance analysis is mainly the signal theory, and other theories, such as the association network theory, the situation theory, the information integration theory and so on, the influence factors of the brand alliance evaluation that appear in the literature mainly include the prior attitude and the adaptability of the brand. In the conceptual model framework, the two different concepts of familiarity and popularity are distinguished, and several new variables, such as vulnerability and customer perception, are added to the previous research. The effect and phase of their direct impact on the brand alliance and their participation in the brand evaluation are analyzed in the interest and extension fitness. The interaction between the communication brand manufacturers and the mobile phone brand manufacturers is selected, three experimental scenes are built, and the first scene is a joint promotion, that is, the mobile communication brand is matched with the mobile phone brand to promote the mobile phone product promotion; and the second scene The scene is product development, that is, mobile operation brand manufacturers want to develop mobile phone products, seek to cooperate with an existing mobile phone brand manufacturer, and Scenario 3 also analyzes a mobile phone product development cooperation, but the two sides of the cooperation are the solid China Netcom telecom and mobile phone manufacturers. The difference between scenario 3 and scenario 2 is to cooperate with both the product complementarity and the leading brand of the two parties The research results show that the popularity and familiarity are the concepts of two different meanings, and the brand awareness is the brand alliance and the participation under any condition. The brand's evaluation has a significant impact. However, in a scenario where a brand product is more adaptive, the familiarity of the brand will only affect its own post-evaluation, without affecting the partner; on the other hand, in a joint sales promotion scenario, the brand is familiar with the brand alliance There is no significant influence on the evaluation of the brand alliance, but in the product development scenario, the familiarity of the brand has a significant impact on the brand alliance; in addition, in the scenario where the product adaptability of the brand product is weak, the brand familiarity degree has a significant influence on the evaluation of the brand alliance, The evaluation of the brand has a significant impact. The results of the study suggest that the popularity is a variable that significantly affects the evaluation of the brand alliance and the participation of the brand evaluation, regardless of the scene, and the familiarity degree has different influence on the brand alliance and its participation in the brand evaluation in different scenarios. It is difficult to have an impact on the partner's evaluation in the case of a significant board-to-brand adaptability, and if the participation in the brand is not so deep (e.g., joint promotion), it is related to the brand The influence of the evaluation of the alliance is not great, but when the influence factors of other brand alliance and brand evaluation are weak (such as the weak adaptability of the participating brands), the familiar As a result, a joint promotion decision should make every effort to find a well-known partner, but a joint product development decision can choose a brand that consumers are familiar with, extending far This kind of cooperation is even more effective. The analysis of the results of the structural model shows that there is a strong interaction between the brand's vulnerability, the perceived benefit of the customer, the fitness of the extended product and the brand's attitude, and in the presence of this effect, they are the brand The direct impact of the alliance evaluation is not significant, so the direct impact of the evaluation of the brand alliance is analyzed It is not necessary to take into account the influence factors. Secondly, there is an interaction effect between the product fitness between the participating brands and the perceived benefit of the customer. Due to the existence of this effect, the influence of the product fitness on the evaluation of the brand alliance may not be different than the brand fitness The effect of the brand alliance evaluation is then significant. The result implies that, in the establishment of the brand alliance, the most important factor is the consumer's attitude evaluation of the participating brands, the second is the brand fitness and the product fitness, and the manager should first consider seeking one. A partner with a good brand image, and then considering a more adaptable brand, other related factors may be minor, at least for short-term marketing activities, and brand attitudes and brand image The development of the brand alliance is a long-term and difficult process. The research of the brand alliance is still in the static comparative study stage, and the dynamic analysis of the time dimension is lacking. Many researchers point out that the longitudinal study of the time dimension It is of great importance to analyze the effect of the brand alliance. This paper attempts to transfer to a long-term dynamic study, which shows that the long-term enterprise's persistent brand alliance efforts are effective and continuous. The line-brand alliance is an effective strategy for a long time. From a dynamic and long-term perspective, the ultimate goal of the brand alliance is to The brand alliance's activities are used to promote the evaluation of the participating brands. In this paper, the biological NK model proposed by Kauffman (1993) is used to analyze whether the brand alliance strategy is a better strategy relative to the independent brand development strategy, and the three influencing factors, one consumer "Recognition of heterogeneous co-operation" (RHS, Recognition), are considered in the study. nggies), industry differences and complexity, and analysis of them The role of the promotion of the consumer's evaluation of the participating brands. It is the theoretical basis for defining the model evolution rule, because the brand alliance of different industries may be less than the brand alliance of the same industry is stronger and needs to be analyzed to see if it is more efficient. The "complexity" comes from the NK model or further states that the complex system theory is a key factor for a system of the NK model study, and the complexity here also refers to the The impact of the vibration of the enterprise and the market on the brand image. The analysis of the NK model shows that the effect of the industry difference on the effect of the brand alliance is not obvious, and the partner in the same industry of a slightly more complex brand has sufficient "heterogeneity" and can help the brand to jump out. The local peak, therefore, in the case of more complex brand image, the effect of the foreign brand alliance and the peer-to-peer brand alliance is almost no difference; in the case of environment stability, the strategy of the brand alliance is In the process of improving the evaluation, the brand with complex image structure is more restricted by the complexity, so it is more willing to use the strategy of the brand alliance; when the shock from the enterprise makes the brand image feature redefined, In order to reduce the impact and the rapid recovery of the market influence of the brand, we should try to maintain and not to cancel a brand alliance; if the brand is faced with a sharp-changing market, the image of the brand image can enhance the ability of the brand to deal with the change of the market, and the product Brand life cycle, to realize the continuous accumulation of brand investment; at the same time, in a rapidly changing market, the brand of the image structure is not necessary to carry out the brand alliance activities, and the image is complicated The brand alliance is still an effective strategy for the brand, and the current brand union The research of the League needs to solve some basic academic problems and management problems. Further research should focus on two directions, one is the adjustment variable and the situation variable which influence the evaluation of the brand alliance, and the other is the second. The consumer evaluation of the brand alliance and its participation in the psychological model and process of the brand. In the theoretical study, more attention should be paid to the symbol brand alliance, to continue to explore the adaptive dimension and to explain more in-depth interpretation from the angle of information economics. The phenomenon of the brand alliance; the empirical research needs to carry out the comparative case study in the longitudinal direction, analyze the unique evaluation problems of the brand alliance and the interaction between the brand alliance and the participating brands; the practice field, one in
【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】：2008
【分類號】：F273.2

【引證文獻】

相關(guān)博士學(xué)位論文 前3條

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2 姚國榮;旅行社聯(lián)盟動機、伙伴選擇與治理研究[D];安徽師范大學(xué);2014年

3 彭蘇勉;基于價值網(wǎng)的軟件企業(yè)商業(yè)模式創(chuàng)新研究[D];北京交通大學(xué);2013年

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1 張旖;淺析服裝品牌合作營銷策略對企業(yè)品牌延伸戰(zhàn)略的影響[D];華東師范大學(xué);2016年

2 姬文佳;新創(chuàng)企業(yè)品牌聯(lián)合的匹配機理研究[D];河北工業(yè)大學(xué);2015年

3 楊潔;企業(yè)社會責(zé)任、企業(yè)聲譽與品牌競爭力關(guān)系研究[D];華東理工大學(xué);2015年

4 殷丹;汽車動力技術(shù)軌道內(nèi)在演化規(guī)律研究[D];清華大學(xué);2012年

5 張海容;元素品牌聯(lián)合溢出效應(yīng)的影響因素研究[D];南京師范大學(xué);2012年

6 劉靜;香島韓式石烤與美國開心哈利（Happy Harry）聯(lián)合特許經(jīng)營研究[D];中南林業(yè)科技大學(xué);2009年

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