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MBA论文_产品伤害危机负面溢出情境下竞争品牌广告策略研究DOC

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文本描述
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。II
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

关键词:产品伤害危机,溢出效应,感知风险,广告策略,品牌声誉III
ABSTRACT
Due to the rapid development of economy and the diversification of market demand, the world is
dazzled by a variety of goods. However, the probability of the Product Harm Crisis event is rising ,
meanwhile, the media and Internet communication increase the exposure of the crisis, thus the product
crisis event not only violates consumer rights but also dishonors the interests and fame of the enterprise
itself. In this paper, through the massive refering and reorganizing of the related literature, it is
concluded that the following aspects about brand crisis are concentrated by researchers: (1) the definition
and classification of the Product Harm Crisis; (2) the negative effects brought by Product Harm Crisis;
(3)The Spillover Effects of Product Harm Crisis on the competitive brand or category; (4) the response
stragety of focus brand and spilled competitive brand. This paper aims to analyze the marketing strategy
to reduce the negative impact when the competitive brand suffers from the negative spillover of crisis.
Product Harm Crisis brings serious loss to focus brand and spilled competitive brand, and imerges
negative impacts on corporate image and consumers’desire to purchase.Ads, as a kind of commonly
used marketing means in the process of market competition, it can stimulate people’s consumer demand,
shape the corporate image and influence consumers’buying behavior. Therefore, this paper tries to
research that when a brand encounters Product Harm Crisis , the spilled competitive brand of the same
kind should take which advertising strategies to reduce the consumer perceived risk, so as to counteract
the negative spillover effects of the crisis. At the same time, this paper also introduces the brand
reputation as a variable moderator to explore the regulatory role of the competitive brands’reputation
when the crisis spillovers negatively. The article, on the basis of the previous study, divides the
advertising strategy into rational appeal ads and emotional appeal ads through sorting out the advertising
cases in our country, to explore the effective advertising measures of different competitive brands.
On the ground of the classification of brand fame and advertising stragety, this paper adopts
the experiment method to test the influence of them on the cusumer perceived crisis. This method
employs 2 (Brand Advertising Stragety: rational ads appeal and emotioal ads appeal) 2(Competitive
Brand Reputation: low competitive brand reputation and high brand reputation) , the group design,IV
with the actual collected data as sample, using spss20.0 to conduct the sample analysis, and the main
conclusions are: (1) the spilled competitive brand can adopt the advertising stragety to weaken the
negative impact when the product harm crisis overflows negatively. (2) the product harm crisis will
produce negative spillover effect on competitive brands of the same category, while the brand reputation
plays a regulatory role in it. Compared with the competitive brand with high reputation, competitive
brand with low reputation will be confronted with deeper negative spillover. (3) In the situation when
Product Harm Crisis spills negatively, the function of rational appeal ads to lower the Consumer
Perceived Risk adopted by the competitive brand with high reputation is much more obvious than the
emotional appeal ads. (4)However, in the situation when Product Harm Crisis spills negatively, there is
no significant difference between the rational appeal ads and emotional appeal ads adopted by
competitive brands with low reputation to impair the Consumer Perceived Risk.
Via the analysis of the actual cases and empirical tests, this paper draws a conclusion that
competitive brand can adopt the advertising strategies to change consumers’brand attitude in virtue of
other brands’temporary crisis, exploring the direction of competition under the modern perspective; It
also brings in the the brand reputation as an adjusted variable while researching the advertising strategies,
not only enriching the theoretical research of crisis management, but offering reference to the
management of emergent state under the competitive brand crisis situation.
KEYWORDS: Product Harm Crisis,Spillover Effect, Perceived Risk,Advertising Strategy,Brand
ReputationV
目 录
摘要....... I
ABSTRACT......III
目 录......V
第一章 绪论.....1
1.1 研究背景...1
1.2 研究内容和目的..2
1.2.1 研究内容........2
1.2.2 研究目的........2
1.3 研究思路与研究方法......3
1.3.1 研究思路...
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