网络团购价格促销策略影响品牌资产的实证研究  

An Empirical Study of How Online Group Purchase Price Promotion Strategies Affect Brand Equity

作　　者：张丽[1,2] 

机构地区：[1]重庆工商大学商务策划学院,重庆400067 [2]重庆财经职业学院,重庆402160

出　　处：《价格月刊》2013年第8期73-78,共6页

基　　金：重庆工商大学研究生创新型科研项目(编号:yjscxx2012-037-23)研究成果

摘　　要：网络团购模式下企业与消费者的品牌互动属于促销性质的互动,在品牌互动过程中消费者是整个品牌互动的主导者。从顾客感知的角度出发,运用企业竞争力提升理论,在销售促进对品牌资产的影响机制模型基础上,构建网络团购价格促销策略对品牌资产影响的概念模型,运用实证研究方法深入探讨网络团购促销的价格折扣幅度和活动频率对品牌资产的影响,加入品牌差异和消费者涉入程度作为调节变量验证了其在网络团购价格促销策略和品牌资产之间的调节作用。In online group purchase mode the brand interactions between enterprises and consumers are of promotional nature with consumers acting as the initiators in the process of such interactions. Starting from a customer perception perspec- tive, based on mechanism mode of how promotions affect brand equity, and by using theories of enhancing enterprise compet- itiveness, this paper constructs the conceptual model of online group purchase promotion affecting enterprise brand equity, em- ploys empirical research method to explore in depth how the discount rate and frequency affect brand equity, and verifies the regulatory roles that brand differentiation and consumer involvement degree play between the online group purchase promo- tion and brand equity.

关 键 词：网络团购 价格促销 品牌差异 消费者涉入程度 调节作用 

分 类 号：F713.5[经济管理—市场营销]