消费者对多维营销实体认同的形成机制——基于海信家电的探索性案例分析  

Research on the Formation Mechanism of Consumers’Identification with Multi-Dimensional Marketing Entities:An Exploratory Case Study of Hisense Home Appliances

作　　者：雷婧 李纯青 王正斌[1] LEI Jing;LI Chunqing;WANG Zhengbin(Northwest University,Xi’an,China)

机构地区：[1]西北大学经济管理学院,西安市710127

出　　处：《管理学报》2025年第2期212-222,共11页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71772144,72172123);陕西省自然科学基金资助项目(2023-JC-YB-614)。

摘　　要：基于社会认同理论,以海信家电为研究对象,采用案例研究方法,探究消费者对多维营销实体认同的形成机制。研究发现:①身份驱动的营销关系中,消费者基于身份相关的认同动机能够有效促进营销实体身份构建,并触发认同的产生;②消费者对营销实体产生认同的途径除传统营销环境中的顿悟、模仿、探索外,在数字平台提供便利条件下,反应、互动、比较也是重要的认同途径;③消费者经过不同认同途径形成的认同结果存在差异性,即消费者对个人和群体营销实体以情感认同为主,对品牌营销实体以评价认同为主,对企业营销实体是以认知认同为主。Based on the social identity theory,this paper takes Hisense Home Appliances as the research object,and employs a case study method to explore the formation mechanism of consumers’identification with multi-dimensional marketing entities.The results show that:①in the identity-motivated marketing relationships,consumers based on identity-related identification motivation can effectively promote the identity construction of marketing entities and trigger the generation of identity.②In addition to insight,imitation and exploration found in the traditional marketing environment,reaction,interaction and comparison are also important identification approaches when digital platforms provide convenience for marketing.③There are differences in the identification results formed by consumers through different identification paths,namely,consumers’s identification with individual and group marketing entities is primarily based on emotional identification,with brand marketing entities is primarily based on evaluation identification,with enterprise marketing entities is primarily based on cognitive identification.

关 键 词：消费者-企业认同 多维营销实体 案例研究 

分 类 号：C93[经济管理—管理学]