编制中国消费者人性量表(CCHS)的理论构想  

Theoretical construction of Chinese consumers humanity scale

作　　者：林升梁[1,2] 

机构地区：[1]厦门大学 [2]福建师范大学传播学院

出　　处：《广告大观（理论版）》2010年第3期12-19,共8页Journal of Advertising Study

基　　金：国家自然科学基金青年项目:"分‘类’的文化差异对品牌延伸评价的影响";编号:70902040

摘　　要：本文旨在从理论上探讨中国消费者人性量表(CCHS)的整体思路及其意义。文中先从人性概念入手,对哲学、社会学、生理学、心理学、经济学、管理学、品牌学、文化学等各个学科关于人性的文献进行简要综述,再从词汇学假设和中国人人格量表(QZPS)开始介绍CCHS编制的思路。最后阐明了编制CCHS的意义:消费者人性量表是确定品牌核心价值的基石;解决"洞察消费者"的科学性问题;深化人性研究的"学科本土化"。This paper aims at dicussing theoretical construction of Chinese Consumers Humanity Scale（CCHS） and its meaning.First, with introducing the concept of Humanity, this paper processes literature reviews of humanity on philosophy, sociology, physiology, psychology, economics, managemen- tology, brandology, culturology and so on.Secondly, hypothesis of lexicology and Chinese Personality Assessment Scale are interpreted to begin with the theoretical construction of Chinese Consumers Humanity Scale（CCHS）.FinaUy, significances of CCHS are elucidated as follows： being a cornerstone of defin- ing core value of brands, improving scientificity of insight into consumers and deepening localization of a subject on humanity researches.

关 键 词：中国消费者人性量表 中国人人格量表 学科本土化 

分 类 号：F274[经济管理—企业管理]