摘要
品牌在本质上是为利益相关者创造价值的一种承诺,品牌成长过程中价值承诺的正确演化是推动品牌发展的重要力量。但较多品牌的发展效应不佳,原因主要在于没有很好地根据品牌成长阶段及时调整品牌价值承诺及建设重点与方式。为此,本文构建以品质-服务-信任-符号为价值承诺核心的四阶段品牌成长框架,基于顾客专业度的不同选取罗莱、格力、上上、柳工4家企业进行案例分析,验证了上述框架的正确性。同时指出,品牌成长中的价值承诺演变和顾客专业度呈反向关系,即顾客专业度越低,品牌的价值承诺最终演进到符号阶段的必要性和可能性越高。因此,企业要重视品质与服务,牢固此基础。另外,针对顾客专业度低的产品,企业要在巩固品质同质化的基础上着力塑造个性化的品牌符号。
Brand in essence is a commitment to create value for stakeholders.The correct evolution of value commitment in the process of brand growth is an important force to promote brand development.But the development of more brands is not good,mainly due to the lack of timely adjustment of brand value commitment and construction emphasis and mode according to the brand growth stage.Therefore,this article constructs a four-stage brand growth framework with quality,service,trust and symbol as the core of value commitment.Based on the different degrees of customer professionalism,four enterprises including Luolai Home Textile Co.,Ltd.,Gree Electric Appliances,Inc.of Zhuhai,Jiangsu Shangshang Cable Group,Guangxi Liugong Group Co.,Ltd.are selected to verify the correctness of the framework.At the same time,it points out that the evolution of value commitment in brand growth is inversely related to customer professionalism,that is,the lower the level of customer professionalism,the higher the necessity and possibility of the brand value commitment eventually evolving to the symbolic stage.Therefore,enterprises should attach importance to quality and service to firm this foundation.In addition,in view of the products with low customer professionalism,enterprises should focus on creating personalized brand symbols on the basis of consolidating the homogeneity of quality.
出处
《企业经济》
CSSCI
北大核心
2018年第9期81-88,共8页
Enterprise Economy
基金
国家质检总局“品牌价值提升工程之自主创新品牌价值提升研究”子课题(项目编号:GLC-2016011)。
关键词
品牌成长阶段
价值承诺
顾客专业度
brand growth stage
value commitment
customer professionalism
