基于扎根理论的中国皮革制品品牌形象研究  

Research on the Brand Image of Chinese Leather Goods based on Grounded Theory

作　　者：丁宁 刘健西[1,2] DING Ning;LIU Jianxi(College of Biomass Science and Engineering,Sichuan University,Chengdu 610065,China;Key Laboratory of Leather Chemistry and Engineering of Ministry of Education,Sichuan University,Chengdu 610065,China)

机构地区：[1]四川大学轻工科学与工程学院,四川成都610065 [2]皮革化学与工程教育部重点实验室(四川大学),四川成都610065

出　　处：《皮革科学与工程》2024年第1期119-124,共6页Leather Science and Engineering

基　　金：皮革化学与工程教育部重点实验室(四川大学)开放课题基金资助。

摘　　要：全球化背景下,中国皮革制品品牌形象对提升其品牌竞争力、开拓国际市场具有重要意义。研究采用程序化扎根理论,通过爬虫软件与深度访谈两种途径获得中国皮革制品的消费者评价,在此基础上进行三级编码分析,整理归纳出277个基本概念、26个初级范畴与7个主范畴,并进一步对概念、范畴及其相互关系进行了梳理,提炼出4个最具总括性的核心范畴,即消费者对产品品质的感知及识别、消费者对企业的声誉感知、品牌与消费者之间的情感纽带以及中国皮革制品消费者画像。最后,围绕核心范畴构建中国皮革制品品牌形象模型,生成中国皮革制品品牌形象理论,并从企业视角提出皮革制品品牌形象塑造的建议。In the context of globalization,the brand image of Chinese leather goods plays a significant role in enhancing its brand competitiveness and expanding international markets.By adopting the Grounded Theory methodology,this research utilized two approaches,namely web scraping and in-depth interviews,to gather consumer evaluations of Chinese leather goods.Based on the collected data,a three-level coding analysis was conducted,resulting in 277 basic concepts,26 primary categories,and 7 main categories.Furthermore,the relationships between concepts and categories were examined,leading to the identification of 4 overarching core categories,namely consumer perception and identification of product quality,consumer perception of company reputation,emotional connection between brand and consumers,and consumer profiling in the Chinese leather goods market.Subsequently,a brand image model for Chinese leather goods was constructed based on these core categories,forming the theoretical framework for understanding and shaping the brand image of Chinese leather goods.Finally,recommendations for leather goods companies to effectively shape their brand image were proposed from a corporate perspective.

关 键 词：品牌形象 皮革制品 扎根理论 

分 类 号：F406[经济管理—产业经济]