利用产品塑造品牌:品牌的产品意义及其理论发展

在品牌理论发展和品牌营销实践中,一直存在轻"实"重"虚"的取向,导致出现轻视乃至偏离产品这一核心的"空心化"现象,对品牌产品认知的研究和营销应用尤显得不足和落后。该文以社会认知理论和现象学访谈方法,发现和定义了消费者通过意义建构而形成的品牌产品知识体系,并从其知识内容、水平、结构、发生条件、性质、隐含价值、前后向变量等方面提出了初步的理论框架。研究结果扩展了对品牌产品认知的理解只限于品牌物理特征联想及品牌功能评价的传统边界,对重新理解、定义品牌产品的营销战略价值和管理体系,促进品牌理论和品牌营销的平衡发展提供了新的依据和启示。

Shaping the Brand with the Product:the Product Significance of the Brand and its Theoretical Development

In the development of the brand theory and in the practice of marketing by brand,there has existed the tendency to overlooking the "tangible" and to emphasizing the "intangible",leading to the fact of the "Hollowing out" that is the core of the negligence of and even the deviation from the brand;both the existing research on the recognition of the brand products(BP) on the one hand and the application of marketing on the other,in particular,are not enough and backward.By means of the social cognitive theory and the phenomenological interview,we have,in this paper,discovered and defined the knowledge system of the PB that is shaped by consumers through the construction of the meaning,and constructed an elementary theoretical framework by its knowledge content,its level,its construction,its conditions of the occurrence,its nature,its hidden value,its antecedent variable,and its consequent variable.The results of our study have extended the traditional boundaries of the existing theory that the BP-related knowledge is limited to the physical characteristics associations of the brand and to the evaluation of the brand function.We have,in this article,offered new foundations of and enlightenment to re-comprehending and re-defining the strategic marketing value and the management system of the PB,and to the promotion of the development of the brand theory and the balanced development of the marking in brand.