供应商关键能力、产业品牌价值与采购商重购意愿  

Suppliers' Key Capabilities,Industrial Brand Value and Purchasers' Repurchase Intention

作　　者：严子淳[1] 黄磊[2] 刘鑫[3] 

机构地区：[1]中国民航大学经济与管理学院,天津300300 [2]重庆理工大学管理学院,重庆400054 [3]对外经济贸易大学英语学院,北京100029

出　　处：《管理科学》2016年第1期15-27,共13页Journal of Management Science

基　　金：国家自然科学基金(71302065);天津市社会科学规划项目(TJGL5051)~~

摘　　要：随着中国市场中采购商对供应商产品定制化需求日益提高,中国供应商面临的竞争环境越来越激烈,创造产业品牌价值进而提高采购商的持续购买意愿成为中国供应商发展的必然战略选择。基于此,以产业市场中产业品牌化战略为研究背景,聚焦产业品牌价值形成的驱动因素,依据供应商能力-产业品牌价值-交易效果的理论逻辑提出10个假设。从供应商的产品研发能力和营销能力两方面的关键能力入手,探讨供应商关键能力对产业品牌的功能价值和情感价值这两类产业品牌价值的驱动作用以及产业品牌价值对采购商重购意愿的影响,并考察技术动荡性的调节效应。以分布在广东、福建、江苏和浙江4省产业市场中的采购商为研究对象,通过对采购商的中、高层管理人员进行问卷调研,获得212家采购商数据的研究样本,采用结构方程模型和多元回归分析的实证方法对研究假设进行检验。研究结果表明,供应商产品研发能力对品牌的功能价值具有正向影响,但对品牌情感价值的影响不显著;供应商营销能力对两类品牌价值均有显著的正向影响;产品研发能力与营销能力的交互作用仅对品牌功能价值有显著影响;产业品牌的功能价值和情感价值均对采购商的重复购买意愿产生积极的影响;但技术动荡性强化功能价值与采购商重购意愿的关系,弱化情感价值对采购商重购意愿的作用。研究结果为理解中国市场环境下供应商能力、产业品牌价值以及采购商重购意愿之间的关系提供了理论依据,以此为基础,为中国产业供应商有效创造和传递品牌价值提供对策和建议;同时,关注产业品牌价值对采购商购买行为的影响,从企业层面解决供应商资源投入转化为交易绩效的问题。研究结果对于指导产业供应商识别出驱动品牌价值的能力需求,并通过产业品牌价值的构建和传递,提With the growing requirement of product customization by the buyers in Chinese market, suppliers are faced with more and more stronger market competition. Creating brand value to improve the willingness of continuous purchase has become the best strategy of Chinese suppliers. Accordingly, this paper takes industrial brand strategy in the market as research background, and focuses on the driving factors formed by industrial brand value. Ten assumptions were given according to the theoretical se- quence of supplier＇s capability -industrial brand value -trading result. Starting with the product development abilities and mar- keting abilities of suppliers, the driving effects of functional and emotional brand value on the suppliers＇ key capabilities, were discussed. The influence of industrial brand value on re-buying-willingness is considered, and the moderating effects of technical volatility is investigated in this article. To verify the assumptions of this paper, suppliers in Guangdong, Fujian, Jiangsu and Sichuan were studied. Questionnaires were carried out among the managers of purchasers, and statistics of 212 purchasers were taken as the samples. Structural equation model and multiple regression analysis were used to verify the assumptions. The results show that R＆D capabilities of suppliers improve the functional value, but obviously couldn＇t influence the emotional value. The marketing capability of suppliers has pos- itive effects on both brand values significantly, yet only the functional value is improved by the interaction between two kinds of capabilities. And both functional capabilities and emotional capabilities have positive effects on buyers＇ re-buying-willingness. Technical volatilities strengthen the relationship between functional value and the willingness, but weaken the relationship be- tween emotional value and the willingness meanwhile.With the understanding of Chinese market, this article offers theoretical basis of relationships among suppliers＇ capabilities, in- dustrial bra

关 键 词：产品研发能力 营销能力 产业品牌价值 采购商重购意愿 技术动荡性 

分 类 号：F274[经济管理—企业管理]