老字号品牌价值共创机理及对策研究——基于服务主导逻辑视角

将服务主导逻辑的思维范式引入老字号企业中来,结合消费文化和社会情景价值理论探讨该领域中品牌价值的共创机理,基于理论假设构建研究框架。以北京、上海、福建三个地区的不同行业老字号品牌企业为实证研究对象,对企业员工和消费者进行访谈和问卷调查。通过修正的初始量表,基于PLS-SEM方法对收集的309份有效问卷调查数据应用SPSS22.0和Smart PLS2.0进行分析,验证消费者情感价值共创的中介作用及互联网媒介交互的调节作用。分析结果表明,消费者与老字号企业共同创造价值,历史悠久的老字号品牌企业关注基于互联网媒介下不同利益相关者的互动和协同才能创造品牌价值共创的最理想点,最后为老字号品牌管理提供有益的建议和应对策略。

The Views of Service Dominant Logic on the Co-creating Value of Old Brand with Mechanism and Countermeasures

Integrating the theoretical frameworks of service-dominant logic,consumer culture and the value of the social context theory,this paper build the systematic research framework the mechanism of value co-creative on old brand enterprise.We established a research framework to measurethe mechanism of mutual influence factors,which focused on the relationship among enterprises,consumers,internet interactive media and the internalization value of brand with co-create activities in old brand business.This study uses PLS-SEM analysis method to evaluation index system of theresearch framework.Within the approach,four sets of hypotheses are drawn up and tested with 309 sample,which selected by executives, managers and consumers of the old brand on Shanghai,Perking,Fujian in 2015.This article focuses on the relationship of enterprise values and consumer emotion valuesinteraction with the values co-creative on the old brand,and we tested if business management values as the independent variables have a different effect on the values co-creative on the old brand.In addition,we further examine the mechanism as a mediator ofconsumer emotion values and as a moderator of Internet interactive media.Furthermore we use SPSS 22.0 and smart PLS 2.0 soft statistic tool verified by questionnaires,empirical results show that different brand values in business has significant differences,a mediates effectand a moderates effect, which are still in the stage of theory building and qualitative exploration.Finally,we provide guidelines on how to manage the old brand issues and proposed coping strategies.