企业品牌定位与社会表征关系研究  

作　　者：衷玉红 李世森 汪永胜[1] 

机构地区：[1]江西现代职业技术学院军事体育教学部,江西南昌330095 [2]华北理工大学体育部,河北唐山063000

出　　处：《企业经济》2019年第10期116-120,共5页Enterprise Economy

基　　金：河北省社会科学基金项目“我国体育治理现代化顶层设计与善治趋势研究”（项目编号：HB19TY012）

摘　　要：企业品牌的合理定位必须考虑消费者的实际需求,社会表征理论为真实把握消费者的想法和价值观提供了呈现的方式。社会表征理论把与品牌有关的词汇自由联想现象分为多种意义单元,这些意义单元反映了企业品牌目标市场的核心信息。将这种意义单元工具运用到耐克、阿迪达斯、锐步和彪马4个国际一线体育品牌社会表征研究中,调研结果显示:企业品牌定位的差异既取决于市场的合理因素,诸如广告和产品质量,也取决于特定的因素,诸如商标与产品影响范围。研究得出如下管理启示:注重消费者视角的企业品牌社会表征研究,为企业决策提供科学依据;明确品牌定位与消费者认知,建立具有自身品牌竞争力的营销体系;注重企业品牌社会表征的多因素共振效应,提升企业品牌定位与营销效率。The reasonable positioning of enterprise brand must consider the actual needs of consumers, and the social representation theory provides a way to truly grasp the ideas and values of consumers. The social representation theory divides the phenomenon of free association of words related to brand into various meaning units which reflect the core information of the target market of enterprise brand. Applying this tool of meaning unit into four international first-line sports brands such as Nike, Adidas, Puma and Reebok in the study of social representation, the research results show that the difference of the enterprise brand positioning depends on the reasonable factors of the market, such as advertising and product quality, also depends on specific factors, such as trademarks and product influence range. Three management implications can be drawn from the research: first, from the perspective of consumers, we should pay attention to the function of social representation of enterprise brand, so as to provide scientific basis for decision-making of the enterprise;second, we should clearly know the brand positioning and consumer cognition, and establish a marketing system with its own brand competitiveness;third, we should pay attention to the multi-factor resonance effect of the social representation of enterprise brand, and improve the enterprise brand positioning and marketing efficiency.

关 键 词：企业营销 品牌定位 社会表征 

分 类 号：F273.2[经济管理—企业管理]