本土品牌逆袭与消费者偏好逆转的纵向扎根研究  

A Longitudinal Grounded Study of Local Brands Counterattack and Consumer Preference Reversal

作　　者：李倩倩[1] 崔翠翠 LI Qianqian;CUI Cuicui(School of Management,Shanghai University,Shanghai 200d~,4,China)

机构地区：[1]上海大学管理学院,上海200444

出　　处：《管理科学》2018年第5期42-55,共14页Journal of Management Science

基　　金：国家自然科学基金(71402091);教育部人文社会科学研究一般项目(14YJC630066);国家科技支撑计划(2015BAK46B03)~~

摘　　要：如今的中国市场,诸多行业本土品牌崛起甚至逆袭,消费者对全球品牌与本土品牌的偏好相应逆转。已有研究较为全面地揭示了全球品牌和本土品牌偏好的驱动因素,但本土品牌逆袭过程中全球品牌与本土品牌偏好的驱动因素是否相同、本土品牌逆袭与消费者偏好逆转的互动影响路径是怎样的,对这些问题缺乏探讨。在梳理相关研究的基础上,以手机行业为研究对象,采用扎根理论的研究方法,通过对网络讨论数据的初始编码、聚焦编码和理论编码,首先研究全球品牌与本土品牌偏好的驱动因素的异同,然后结合对讨论数据的纵向统计结果,研究本土品牌逆袭过程中品牌逆袭与消费者偏好逆转的互动影响路径。研究结果表明,本土品牌逆袭中,全球品牌与本土品牌偏好的驱动因素模型具有相似的结构,功能价值和社会价值的测量受个人因素调节而影响消费者偏好,但测量功能价值或社会价值的具体因素在全球品牌与本土品牌中存在差异。品牌逆袭有助于提升综合国力、促进消费者成熟,进而驱动消费者偏好逆转;消费者偏好逆转则通过反馈路径帮助品牌进一步逆袭。具体的,消费者对产品特质更加重视,全球品牌的原产国效应和符号价值表现力减弱,本土品牌的口碑效应和符号价值表现力增强,同时消费者的民族主义增强而爱国绑架感减弱,这些因素通过感知价值带来消费者偏好逆转。综合而言,本土品牌逆袭和消费者偏好逆转是互动提升的关系。研究结果丰富了全球品牌和本土品牌的相关研究,为全球品牌和本土品牌的建设提供了实践启示。产品特质是影响消费者偏好的主要因素,并对其他驱动因素有支撑作用。所以全球品牌和本土品牌都要重视产品的创新和研发,还要根据各驱动因素的变化调整其营销策略。In the present Chinese market, many local companies have won the market shares from global brands in various indus- tries. Accordingly, consumers show a reversed preference toward global versus local brands. The existing literature has well ex- plained the driving factors of global and local brands. However, there is a lack of research on the similarities and differences be- tween the drivers of global versus local brands in the process the Chinese brands rising, as well as the interactive paths between local brands counterattack and consumer preference reversal. Based on literature review, using mobile phone industry as the research object, the present paper studies the question afore- mentioned with a grounded theory method including initial coding, focused coding, and theoretical coding, using online data. First, it reveals the differences of drivers of consumer preference toward global versus local brands ; second, it investigates the in- teractive influencing paths between local brand counterattack and consumer preference reversal with a longitudinal data analysis. The research indicates that the global and local brand preference models have similar structure that consumers form their brand preferences based on functional value and social values considerations, moderated by personal factors. However, the drives for functional and social values considerations are different between the model of global brand and local brand. In terms of the brand counterattack and consumer preference reversal interaction, the brand counterattack drives consumer preference reversal by enhancing our comprehensive national power and improving the maturity of Chinese consumers. Conversely, consumer preference reversal helps the local brand to win the global ones. More importantly, the following factors drive consumer preference reversal via value perception： consumer increasing emphasis on product attributes ; the weakening country-of-origin effect and symbolic value expressiveness of global brands ; the enhancing word-of-mouth

关 键 词：本土品牌逆袭 消费者偏好逆转 互动提升 影响路径 

分 类 号：F713.5[经济管理—市场营销]