【摘要】：創(chuàng)新性產品可以給消費者帶來利益,卻往往面臨更高的失敗風險。企業(yè)只有深入了解消費者產品效價不一致情況下的評價策略,才能選取適當的營銷工具進行有針對性的干預,從而改善消費者對新產品的評價并提升品牌形象,推動品牌建設進入良性循環(huán)。通過兩個實驗探究不同自我建構消費者在新產品與品牌效價不一致時進行信息加工、形成產品評價的異同機理發(fā)現,在低涉入度條件下,受不同自我建構個體精細加工差異的影響,獨立我完全依據產品屬性信息做出評價(極端策略),依存我同時依據品牌和屬性信息做出評價(折中策略)。而導致上述結果的主要原因在于獨立我與依存我不同的評價策略,而非兩者對品牌診斷性的知覺差異。因此,對大量正處于成長期的我國企業(yè)而言,一定要根據具體銷售情境,借助適當的營銷工具(廣告、包裝等)營造高涉入度的消費情境,以此提升消費者評價和品牌形象,構筑企業(yè)持續(xù)競爭優(yōu)勢。
[Abstract]:Innovative products can bring benefits to consumers, but often face a higher risk of failure. In order to select appropriate marketing tools for targeted intervention, enterprises can improve the evaluation of new products and enhance the brand image by deeply understanding the evaluation strategy of consumer products under the condition of inconsistent titer price, in order to select appropriate marketing tools to carry out targeted interventions, so as to improve consumers' evaluation of new products and enhance their brand image. Promote brand construction into a virtuous circle. Through two experiments to explore the different self-construction consumers in the new product and brand titer when the information processing, the formation of product evaluation mechanism of similarities and differences, found that under the conditions of low involvement, Under the influence of different self-constructed individual fine processing differences, independent I make evaluation according to product attribute information (extreme strategy) completely, and dependant I make evaluation according to brand and attribute information (compromise strategy) at the same time. The main reason for the above results lies in the different evaluation strategies between the independent self and the independent self, rather than the difference in their perception of brand diagnostics. Therefore, for a large number of enterprises in the growing period of our country, it is necessary to create a high-involvement consumption situation with the help of appropriate marketing tools (advertising, packaging, etc.) according to the specific sales situation, so as to promote consumer evaluation and brand image. Build a sustainable competitive advantage for enterprises.
【作者單位】： 淮陰工學院商學院;
【基金】：教育部人文社會科學基金項目“自我建構對消費者品牌延伸評價的影響:信息處理機制、影響因素與營銷應用”(13YJC630251) 江蘇省社會科學基金項目“江蘇農產品品牌價值評估與品牌建設策略研究”(14GLD001) 江蘇省高校優(yōu)秀中青年教師境外研修項目
【分類號】：F274

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