万科集团品牌社区与品牌忠诚的实证研究
发布时间：2019-02-12 16:53
【摘要】： 房地产行业买方市场的形成,使得消费者正趋向成熟和理性,对住房的需求层次在不断提高,他们对住房的设计、质量和服务等方面都提出了更高的要求。所以,不管是对房地产开发企业还是消费者而言,房地产品牌的建立与发展已成为当今地产业发展中的当务之急。无论是制度规范还是企业信誉,无论是产品还是服务,万科在业内和消费者心目中都具有良好的口碑。但与此同时万科所面临的威胁也在加大,特别是国内外房地产商的加入,使得房地产行业竞争更加激烈,势必会使万科品牌成为中国地产市场第一品牌的任务变得更加的迫切和艰巨。如何实现品牌更强大是万科地产的首要任务。此外,房地产商品是一种复杂产品,其品质的高低更多地依赖于消费者在实际使用过程中的体验,为此消费者购房就显得份外谨慎,一旦决策失误,会给自身带来巨大的损失。解决这个问题的一种重要方法就是通过构建品牌社区,提供消费者相互沟通的平台,了解他们的心理和相应的行为意向。 本研究探讨和研究的是成员参与万科品牌社区动机对品牌社区参与度的影响,以及社区参与度对品牌忠诚的影响,最终目标是帮助万科集团制定以品牌社区为核心的品牌管理策略。主要研究结论如下: (1)信息性动机、社会联系动机、社会强化动机以及娱乐性动机都能显著影响加入万客会的时间,特别是社会联系动机的影响程度最大。 (2)工具性动机随着加入社区时间的增加而减弱,也说明社区成员随着加入社区时间的增加,在以社区作为手段而获得解决方案的目的不断减弱,在其他几个方面却不断增加,从利益获得者变成参与者和贡献者。 (3)信息性动机、工具性动机、社会联系动机、社会强化动机以及娱乐性动机都能显著影响拥有万科房产的时间,特别是社会联系动机的影响程度最大。 (4)随着成员拥有万科房产时间的增长,成员在信息性、工具性上的参与动机呈下降趋势,但在社会联系、社会强化和娱乐方面的参与动机呈增加趋势。 (5)加入万客会的时间和拥有万科房产的时间对品牌忠诚有显著影响,其中加入万客会的时间对品牌忠诚的影响程度最高。 (6)企业在管理品牌社区的时候,要重视和发展品牌社区,并构建社区平台促进“五种参与动机”的协同发展,同时还要深入品牌社区的成员构建,增强顾客对品牌的信任,突出社区中核心消费者的作用和培养品牌社区的动态能力。
[Abstract]:With the formation of buyer's market in real estate industry, consumers are becoming more mature and rational, and the level of demand for housing is increasing, and they have put forward higher demands on the design, quality and service of housing. Therefore, whether for real estate development enterprises or consumers, the establishment and development of real estate brands has become the top priority in the development of real estate industry. Vanke has a good reputation in the industry and consumers. At the same time, however, the threats faced by Vanke are also increasing, especially the entry of real estate developers at home and abroad, which makes the real estate industry more competitive. Vanke brand is bound to become the first brand of real estate market in China the task becomes more urgent and arduous. How to achieve a stronger brand is the first task of Vanke Real Estate. In addition, the real estate commodity is a kind of complex product, and its quality depends more on the experience of the consumer in the actual use process. Therefore, the consumer is extra cautious to buy a house, once the decision is wrong, it will bring huge loss to oneself. An important way to solve this problem is to build brand community, provide a platform for consumers to communicate with each other, understand their psychology and corresponding behavior intention. The purpose of this study is to explore the influence of the motivations of Vanke brand community on brand community participation and the influence of community participation on brand loyalty. The ultimate goal is to help Vanke Group develop brand management strategy with brand community as the core. The main conclusions are as follows: (1) Information motivation, social connection motivation, social reinforcement motivation and entertainment motivation can significantly affect the time of joining the club, especially the social connection motivation. (II) instrumental motivation weakens with the increase in community membership, which also indicates that community members are increasingly less motivated to use the community as a means of achieving solutions as a result of the increase in community time, In several other areas, however, increasing from benefit-winner to participant and contributor. (3) Information motivation, instrumental motivation, social connection motivation, social reinforcement motivation and entertainment motivation can significantly affect the time of owning Vanke real estate, especially the social connection motivation. (4) with the increase of the time of the members owning Vanke real estate, the participation motivation of the members in information and instrumentality decreased, but in the social connection, social strengthening and entertainment, the participation motivation increased. (5) the time of joining Wanke Club and the time of owning Vanke property have significant influence on brand loyalty, and the time of joining Wanke Club has the highest influence on brand loyalty. (6) in managing the brand community, enterprises should attach importance to and develop the brand community, and build a community platform to promote the cooperative development of "five kinds of participation motivation", and at the same time, they should go deep into the building of the members of the brand community to enhance the customer's trust in the brand. Highlight the role of core consumers in the community and cultivate the dynamic ability of the brand community.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F293.3
本文编号：2420604
[Abstract]:With the formation of buyer's market in real estate industry, consumers are becoming more mature and rational, and the level of demand for housing is increasing, and they have put forward higher demands on the design, quality and service of housing. Therefore, whether for real estate development enterprises or consumers, the establishment and development of real estate brands has become the top priority in the development of real estate industry. Vanke has a good reputation in the industry and consumers. At the same time, however, the threats faced by Vanke are also increasing, especially the entry of real estate developers at home and abroad, which makes the real estate industry more competitive. Vanke brand is bound to become the first brand of real estate market in China the task becomes more urgent and arduous. How to achieve a stronger brand is the first task of Vanke Real Estate. In addition, the real estate commodity is a kind of complex product, and its quality depends more on the experience of the consumer in the actual use process. Therefore, the consumer is extra cautious to buy a house, once the decision is wrong, it will bring huge loss to oneself. An important way to solve this problem is to build brand community, provide a platform for consumers to communicate with each other, understand their psychology and corresponding behavior intention. The purpose of this study is to explore the influence of the motivations of Vanke brand community on brand community participation and the influence of community participation on brand loyalty. The ultimate goal is to help Vanke Group develop brand management strategy with brand community as the core. The main conclusions are as follows: (1) Information motivation, social connection motivation, social reinforcement motivation and entertainment motivation can significantly affect the time of joining the club, especially the social connection motivation. (II) instrumental motivation weakens with the increase in community membership, which also indicates that community members are increasingly less motivated to use the community as a means of achieving solutions as a result of the increase in community time, In several other areas, however, increasing from benefit-winner to participant and contributor. (3) Information motivation, instrumental motivation, social connection motivation, social reinforcement motivation and entertainment motivation can significantly affect the time of owning Vanke real estate, especially the social connection motivation. (4) with the increase of the time of the members owning Vanke real estate, the participation motivation of the members in information and instrumentality decreased, but in the social connection, social strengthening and entertainment, the participation motivation increased. (5) the time of joining Wanke Club and the time of owning Vanke property have significant influence on brand loyalty, and the time of joining Wanke Club has the highest influence on brand loyalty. (6) in managing the brand community, enterprises should attach importance to and develop the brand community, and build a community platform to promote the cooperative development of "five kinds of participation motivation", and at the same time, they should go deep into the building of the members of the brand community to enhance the customer's trust in the brand. Highlight the role of core consumers in the community and cultivate the dynamic ability of the brand community.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F293.3
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