B2B品牌化对企业间关系及财务绩效的影响研究  

Study on the Effect of B2B Branding for B2B Relationships and Financial Performance

作　　者：卢宏亮[1,2] 李桂华[3] 李英禹[1] 

机构地区：[1]东北林业大学经济管理学院 [2]东北林业大学农林经济管理博士后流动站 [3]南开大学商学院

出　　处：《南开管理评论》2016年第4期169-180,共12页Nankai Business Review

基　　金：国家自然科学基金项目(713020 65);中国博士后基金项目(2014M550179)资助

摘　　要：品牌化和关系构建已成为B2B营销的两条重要路径。与关系路径相比,B2B品牌化对于其财务绩效是否存在影响以及影响的边界条件尚不清楚。本文将B2 B品牌形象和B2 B-O E M关系价值放在一个框架中,探讨了二者对B2B财务绩效的影响以及B2B品牌形象对OEM关系价值感知的影响。同时,探讨了B2B产品差异化水平、B2B行业技术密集度等行业特征因素的调节作用。结果显示,B2B品牌形象、OEM关系价值感知对B2B财务绩效存在显著正向影响;但B2B品牌形象对OEM关系价值感知却存在负向影响;B2B产品差异化水平、B2B行业技术密集度对B2B品牌形象与B2B财务绩效的关系存在调节作用。研究结果对B2B企业实施品牌化战略提供了理论支持。With the successful implementation of ingredient branding strategies like Tetra, Lycra, Teflon and Intel inside, branding in the B2B industry has drawn more and more attention in recent years. Branding and relationship building have become two important paths for B2B marketing. But the former is still taking a backseat to the latter which is considered to play a central role in the value creation process. It is not clear whether B2B branding can influence its financial performance and under which boundary conditions branding can pay off B2B suppliers if its end buyers are enterprises rather than consumers in the B2B2B context. This study, taking the B2B brand image and the B2B- OEM relationship value in a framework, explores their impact on B2B financial performance and the impact of the B2B brand image on OEM＇s relationship value perceptions. Meanwhile, it discusses the moderating effects of such B2B industry characteristics as B2B product differentiation level and B2B industry technology intensity. The paper conducts an empirical study by collecting the relevant data from domestic enterprises. 165 valid paired-samples have been obtained by the questionnaire survey. Data are analyzed by LISREL8.7 and SPSS18.0 for Path Analysis as well as Moderating Effect. The empirical results show that B2B brand image and the OEMs＇ relationship value perceptions have a significantly positive impact on B2B financial performance. However, B2B brand image has a negative impact on the OEM＇s relationship value perceptions; B2B product differentiation level and B2B industry technology intensity moderate the relationship between B2B brand image and its financial performance. The results of this research provide theoretical support for B2B enterprises committed to the implementation of brand strategy. B2B suppliers should adhere to the existing relationship strategy and can obtain relationship value by maintaining B2B relationship quality. Meanwhile, in order to reduce B2B branding resistance and realize brand value, B2B supplie

关 键 词：B2B品牌 品牌形象 企业间关系 财务绩效 

分 类 号：F273.2[经济管理—企业管理] F275[经济管理—国民经济]