从“要第一”到“成第一”:品类创新下的品牌突围路径研究  

From“Aiming to be the First”to“Being the First”:Research on Brand Breakthrough Path under Category Innovation

作　　者：邓伟升 DENG Wei-sheng(School of Business and Tourism Management,Yunnan University,Kunming,Yunnan,650091,China)

机构地区：[1]云南大学工商管理与旅游管理学院,云南昆明650091

出　　处：《经济管理》2024年第6期101-124,共24页Business and Management Journal ( BMJ )

基　　金：国家社会科学基金后期资助项目“数字化品牌资产生成机制研究:理论、框架与实践”(22FGLB097);云南省基础研究计划项目“非接触经济下的品牌资产形成机理研究:基于在线价值共创视角”(202201AT070091)。

摘　　要：本研究在系统梳理品类战略和品牌管理相关理论知识的基础上,采用纵向单案例研究方法,基于北京小仙炖生物科技有限公司2014—2023年品牌发展历程,解析了品类创新下的品牌突围路径及其内在机制。研究发现:(1)品类创新是立足用户痛点识别市场空白心智进而实现头部认知构建的过程,新创品类品牌化包括痛点功能化、功能产品化、产品品牌化三个核心内涵,品类创新下的品牌突围有赖于从空白心智品类创新到新创品类品牌化再到新创品类头部品牌资产的配称动作实施,构建品牌配称从“要第一”到“成第一”的理论逻辑。(2)品牌势能是构成品牌资产的新维度,品类创新下的品牌资产涵盖品牌势能、品牌认知和品牌形象。(3)品类创新下品牌培育内在机制是品牌价值创新,表现为品牌功能性价值创新、品牌体验性价值创新和品牌象征性价值创新。本研究建构的理论框架填补了品类创新实现机制及其品牌资产构成的研究缺口,在此基础上,创新性地提出品牌配称理论,是对传统品牌突围逻辑的补充,也为新时代中国情境下中小企业品牌培育提供了有益借鉴。Ries and Ries(2004)proposed that categories are species in the business world and are the key force hidden behind brands.Consumers“think in categories and express in brands”;they pointed out in their book“The Origin of Brands”:Brand is the representative of the category in the minds of potential customers.The key to building a brand is to create new categories.Category innovation is an important way to build a brand.Its core essence is to reshape the value of“aiming to be the first”,aiming to break out of the“red ocean”competition dilemma by building new categories.This has important guiding significance for activating microeconomic vitality at present,especially for the high-quality development of small and medium-sized enterprises.Famous advertising research expert Larry Light believes that the future marketing war will be a competition between brands for market dominance.If new categories in the Chinese context want to move from“aiming to be the first”to“Being the First”,they still need to further explore how to seize the upsurge of category innovation and unlock the underlying value logic from category innovation to brand breakthrough.Existing research is mainly based on exploring the breakout paths of existing corporate brand development situations.However,there is relatively insufficient research on how small and medium-sized enterprises achieve brand building and breakthrough based on the context of category innovation,and there is little in-depth exploration of the key factors and breakthrough logic.In view of the special significance and value of category innovation in meeting people’s growing needs for a better life,this study selected Xiaoxiandun as the case analysis object,adopted a longitudinal single case research method,and focused on exploring“How to occupy the brand potential of‘aiming to be the first’through category innovation?What is the logic of brand breakthrough from‘aiming to be the first’to‘Being the First’?”two research questions.It is expected t

关 键 词：品类创新 品牌配称 品牌突围 案例研究 

分 类 号：F273.2[经济管理—企业管理]