产品伤害危机负面溢出情境下竞争品牌广告策略研究

发布时间：2018-05-02 11:14

本文选题：产品伤害危机 + 溢出效应　；参考：《河南师范大学》2017年硕士论文

【摘要】：由于经济的迅猛发展以及消费者需求的多样化,各种各样的商品琳琅满目,然而产品伤害危机事件发生的概率也随之增大,并且媒体和网络的传播使危机的曝光度增加,产品危机事件在侵害消费者权益的同时,也会使自身的经济和名誉受到损失。本文通过对国内外相关文献的梳理,发现学者们关于品牌危机的研究多集中在以下几个方面:一是产品伤害危机概念的界定与分类;二是产品伤害危机带来的负面影响;三是危机对竞争品牌或者品类的溢出效应;四是焦点品牌以及被溢出竞争品牌的响应策略;本文要研究的内容是当竞争品牌受到危机负面溢出时采用何种营销策略可以降低负面影响。产品伤害危机的发生会造成焦点品牌以及被溢出竞争品牌的损失,负面影响企业形象以及降低消费者购买欲望等,广告则作为企业一种常用的营销手段参与到市场化竞争过程中,它能够刺激消费者的需求,塑造企业的形象,影响消费者购买行为,因此本文试图研究当行业内某品牌发生产品伤害危机时,同品类被溢出的竞争品牌采取何种广告策略最能够降低消费者感知风险,从而抵消危机的负面溢出效应;与此同时还引入了品牌声誉作为调节变量,探讨竞争品牌声誉的高低在危机负面溢出时的调节作用。本文通过对国内外广告案例的梳理,进一步将广告策略划分为理性诉求广告和感性诉求广告,并且探索有成效的广告策略来消除危机的负面影响。综合对广告策略和品牌声誉的分类,本文运用实验法检验两者对消费者感知风险的影响,实验法采用2(品牌广告策略:理性诉求广告与感性诉求广告)?2(竞争品牌声誉:高品牌声誉与低品牌声誉)组间设计,以实际搜集到数据为样本,运用spss20.0进行样本分析,主要的结论为(1)产品伤害危机负面溢出情境下,被溢出的品牌采用广告策略可以削弱危机带来的影响。(2)产品伤害危机会对同品类竞争品牌产生负面溢出效应,品牌声誉在其中起调节作用,相对于声誉高的竞争品牌,声誉低的竞争品牌受到的负面溢出更大。(3)产品伤害危机负面溢出情境下,相对于感性诉求广告,高声誉的竞争品牌采用理性诉求广告对于降低消费者感知风险的作用更加显著。(4)产品伤害危机负面溢出情境下,低声誉竞争品牌采用理性诉求广告和感性诉求广告对于降低消费者感知风险的作用无显著差异。本文通过对现实的案例分析以及实证验证,发现竞争品牌借助同行业其他品牌的一时危机,采用广告策略可以改变消费者品牌态度这一事实,为现代化视角下产品竞争探索了方向;在研究竞争品牌广告策略的同时引入品牌声誉作为调节变量,既丰富危机管理的理论研究,也为竞争品牌危机情境下的危态管理提供了参考。
[Abstract]:As a result of the rapid development of economy and the diversification of consumer demand, a wide variety of goods are available. However, the probability of product injury crisis also increases, and the media and network spread increase the exposure of the crisis. The product crisis will infringe upon the rights and interests of consumers, but will also make their own economy and reputation suffer losses. By combing the relevant literature at home and abroad, this paper finds that scholars' researches on brand crisis are mainly focused on the following aspects: first, the definition and classification of the concept of product injury crisis; second, the negative impact of product injury crisis; The third is the spillover effect of the crisis on the competitive brand or category, the fourth is the response strategy of the focus brand and the overflowing competitive brand. The content of this paper is which marketing strategy can reduce the negative impact when the competitive brand is exposed to the crisis negative spillover. The occurrence of product injury crisis will cause the loss of the focus brand and the overflowing competitive brand, negatively affect the corporate image and reduce the consumers' desire to buy, etc. Advertising, as a common marketing means, can stimulate the demand of consumers, shape the image of enterprises, and influence the behavior of consumers. Therefore, this paper tries to study what advertising strategy can reduce the perceived risk of consumers most when a brand in the industry has a product injury crisis, which can counteract the negative spillover effect of the crisis. At the same time, brand reputation is introduced as a regulating variable to explore the regulatory role of competitive brand reputation in crisis negative spillover. By combing the advertising cases at home and abroad, this paper further divides the advertising strategy into rational appeal advertising and perceptual appeal advertising, and explores effective advertising strategies to eliminate the negative impact of the crisis. According to the classification of advertising strategy and brand reputation, this paper uses the experimental method to test the impact of the two on consumer perceived risk. The experimental method was designed between two groups (brand advertising strategy: rational appeal advertising and perceptual appeal advertising). The actual collected data were taken as samples, and spss20.0 was used to analyze the samples, and the two groups (competitive brand reputation: high brand reputation and low brand reputation) were selected as samples. The main conclusions are as follows: 1) under the situation of negative spillover of product injury crisis, the overflowing brand can weaken the impact of the crisis by using advertising strategy. 2) the product injury crisis will have negative spillover effect on the competing brands in the same category. Brand reputation plays a moderating role. Compared with competitive brands with high reputation, competitive brands with low reputation suffer more negative spillovers than those with high reputation. Competitive brands with high reputation use rational appeal advertising to reduce consumer perceived risk more significantly. 4) under the negative spillover situation of product injury crisis, There is no significant difference between rational appeal advertising and perceptual appeal advertising in reducing consumer perceived risk. Through the case analysis and empirical verification, this paper finds that competitive brands can change the consumer brand attitude by using advertising strategy with the help of the crisis of other brands in the same industry. It explores the direction of product competition from the perspective of modernization, and introduces brand reputation as a regulating variable while studying the competitive brand advertising strategy, which enriches the theoretical research on crisis management. It also provides a reference for the crisis management of competitive brand.
【学位授予单位】：河南师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8;F274

【参考文献】