中国自主品牌形象提升的关键驱动因素及对策研究——基于矫形与塑形传播的视角

提升自主品牌形象是当前改善自主品牌消费环境、扩大自主品牌消费市场的重要现实命题,而厘清自主品牌负面刻板印象生成的根源及影响因素是探讨自主品牌形象提升的关键驱动因素与战略对策的理论基础。首先以8个论坛的受众跟帖为例,运用扎根理论进行探索性研究,发现负面企业形象、负面国货形象、负面政府形象、媒体渲染、国货意识淡漠和社会规范压力等6个主范畴是导致自主品牌负面刻板印象生成的主要影响因素;然后将范畴作为测量问项,将主范畴作为潜变量,进行问卷调查和实证分析,结果表明,6个主范畴均对自主品牌负面刻板印象存在显著的正向影响。在此基础上,根据自主品牌负面刻板印象生成的影响因素,提炼出自主品牌形象提升的5大关键驱动因素,即企业形象驱动因素、政府形象驱动因素、媒介框架驱动因素、消费者情感驱动因素和社会规范驱动因素,并对其影响效应及对策措施进行了探讨,建构了自主品牌形象提升的关键驱动因素影响效应模型。

Research on Key Driving Factors and Countermeasures to Improve Chinese Self-owned Brand Image:Based on Perspectives of Orthopedics and Shaping Communication

Promoting the image of self-owned brands is an important realistic proposition to improve the consumption environment of self-owned brands and expand the consumption market of self-owned brands. To clarify the root causes and influencing factors of negative stereotypes of self-owned brands is the theoretical basis for exploring the key driving factors and strategic countermeasures for promoting the image of self-owned brands. Firstly, this paper uses the grounded theory to conduct an exploratory study on the audience''s follow-up posts in eight BBS forums. It finds that the six main categories, including negative corporate image, negative domestic product image, negative government image, media rendering, indifferent awareness of domestic products and pressure of social norms, are the main factors that lead to negative stereotypes of self-owned brands. Then the category is taken as a measurement item and the main category as a latent variable. The questionnaire survey and empirical analysis show that the six main categories have a significantly positive influence on the negative stereotype of self-owned brands. On that basis, according to the influencing factors of negative stereotype of self-owned brands, the five key driving factors (i.e. corporate image driving factor, government image driving factor, media framework driving factor, consumer emotional driving factor and social norm driving factor) for the promotion of self-owned brand image are extracted. Then it discusses the impact effect of five key driving factors and countermeasures, and constructs a model of the impact effect of key driving factors for the image promotion of self-owned brands.