新奢侈品营销策略研究  

Research on masstige marketing strategy

作　　者：万琇琪 莫赞[1] 于超 Wan Xiuqi;Mo Zan;Yu Chao(Guangdong University of Technology,Guangzhou,Guangdong,510520;Guangdong Technician College of Light Industry,Guangzhou,Guangdong,510300)

机构地区：[1]广东工业大学,广东广州510520 [2]广东省轻工业技师学院,广东广州510300

出　　处：《市场周刊》2025年第9期97-101,共5页Market Weekly

摘　　要：随着市场竞争日益激烈,企业需要不断推出新产品以适应市场变化,满足消费者的需求,在竞争中保持领先地位。选取怎样的策略对推出新奢侈品是至关重要的。文章从大众品牌视角出发,探索调节聚焦对向上延伸和品牌联合策略与产品评价的关系的调节效应及其背后的心理机制。结果表明,调节聚焦调节了新奢侈品策略与新产品评价之间的关系,好奇心在新奢侈品策略和调节聚焦的交互项与产品评价之间起到中介作用。As market competition intensifies,companies must continually introduce new products to adapt to market changes,meet consumer demands,and maintain a competitive edge.Making the choice of strategy crucial for the successful launch of masstige products.This article from the perspective of mass-market brands,explores the moderating effect of regulatory focus on the relationship between up-ward extension and co-branding strategies and product evaluation,as well as the underlying psychological mechanisms.The findings show that regulatory focus moderates the relationship between masstige strategy and product evaluation.Curiosity mediates the interaction between the masstige strategy and regulatory focus in shaping product evaluation.

关 键 词：大众品牌 品牌联合 向上延伸 调节聚焦 好奇心 

分 类 号：F270[经济管理—企业管理]