發(fā)布時(shí)間：2018-11-25 08:40

【摘要】：創(chuàng)新性產(chǎn)品可以給消費(fèi)者帶來利益,卻往往面臨更高的失敗風(fēng)險(xiǎn)。企業(yè)只有深入了解消費(fèi)者產(chǎn)品效價(jià)不一致情況下的評(píng)價(jià)策略,才能選取適當(dāng)?shù)臓I銷工具進(jìn)行有針對(duì)性的干預(yù),從而改善消費(fèi)者對(duì)新產(chǎn)品的評(píng)價(jià)并提升品牌形象,推動(dòng)品牌建設(shè)進(jìn)入良性循環(huán)。通過兩個(gè)實(shí)驗(yàn)探究不同自我建構(gòu)消費(fèi)者在新產(chǎn)品與品牌效價(jià)不一致時(shí)進(jìn)行信息加工、形成產(chǎn)品評(píng)價(jià)的異同機(jī)理發(fā)現(xiàn),在低涉入度條件下,受不同自我建構(gòu)個(gè)體精細(xì)加工差異的影響,獨(dú)立我完全依據(jù)產(chǎn)品屬性信息做出評(píng)價(jià)(極端策略),依存我同時(shí)依據(jù)品牌和屬性信息做出評(píng)價(jià)(折中策略)。而導(dǎo)致上述結(jié)果的主要原因在于獨(dú)立我與依存我不同的評(píng)價(jià)策略,而非兩者對(duì)品牌診斷性的知覺差異。因此,對(duì)大量正處于成長期的我國企業(yè)而言,一定要根據(jù)具體銷售情境,借助適當(dāng)?shù)臓I銷工具(廣告、包裝等)營造高涉入度的消費(fèi)情境,以此提升消費(fèi)者評(píng)價(jià)和品牌形象,構(gòu)筑企業(yè)持續(xù)競爭優(yōu)勢。
[Abstract]:Innovative products can bring benefits to consumers, but often face a higher risk of failure. In order to select appropriate marketing tools for targeted intervention, enterprises can improve the evaluation of new products and enhance the brand image by deeply understanding the evaluation strategy of consumer products under the condition of inconsistent titer price, in order to select appropriate marketing tools to carry out targeted interventions, so as to improve consumers' evaluation of new products and enhance their brand image. Promote brand construction into a virtuous circle. Through two experiments to explore the different self-construction consumers in the new product and brand titer when the information processing, the formation of product evaluation mechanism of similarities and differences, found that under the conditions of low involvement, Under the influence of different self-constructed individual fine processing differences, independent I make evaluation according to product attribute information (extreme strategy) completely, and dependant I make evaluation according to brand and attribute information (compromise strategy) at the same time. The main reason for the above results lies in the different evaluation strategies between the independent self and the independent self, rather than the difference in their perception of brand diagnostics. Therefore, for a large number of enterprises in the growing period of our country, it is necessary to create a high-involvement consumption situation with the help of appropriate marketing tools (advertising, packaging, etc.) according to the specific sales situation, so as to promote consumer evaluation and brand image. Build a sustainable competitive advantage for enterprises.
【作者單位】： 淮陰工學(xué)院商學(xué)院;
【基金】：教育部人文社會(huì)科學(xué)基金項(xiàng)目“自我建構(gòu)對(duì)消費(fèi)者品牌延伸評(píng)價(jià)的影響:信息處理機(jī)制、影響因素與營銷應(yīng)用”(13YJC630251) 江蘇省社會(huì)科學(xué)基金項(xiàng)目“江蘇農(nóng)產(chǎn)品品牌價(jià)值評(píng)估與品牌建設(shè)策略研究”(14GLD001) 江蘇省高校優(yōu)秀中青年教師境外研修項(xiàng)目
【分類號(hào)】：F274

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