I 摘要 成功的品牌故事传播能有效提升企业价值，而品牌故事传播是否成功，其关键在 于消费者的行为反馈是否如管理者预期。以往大多数有关于品牌故事传播的研究多采 用静态的横截面数据对品牌故事传播的某一节点进行研究，而忽略了从时间维度对品 牌故事传播进行持续的动态监测。因此，从已有研究成果上看，并不能有效解释消费 者随企业发展而对企业品牌故事产生的行为反馈的衍变规律及动因，并不能有效指导 企业经营管理者引导消费者对品牌故事的感知并激励其产生正向行为。 本文的研究方法采用扎根理论，其关注动态过程、归纳式的特点有利于探索消费 者对动态品牌故事传播行为反馈的机制。首先，进行文献综述，本文介绍了品牌故事、 品牌传播、消费者行为的相关构念，并梳理国内外相关的研究成果，在此基础上明确 研究视角和研究问题。其次，本文按扎根理论研究方法的指导，以千亿房企碧桂园为 研究案例、房地产业主为样本，通过深度访谈法采集一手数据，运用程序化扎根理论 对材料进行分析，最终建构出消费者对动态品牌故事传播行为反馈的模型。最后，在 模型基础上结合消费者行为理论深度阐释消费者行为反馈的演变过程和形成机理，即 解释消费者对动态品牌故事的行为反馈为什么会发生演变以及如何演变，弥补了以往 品牌故事传播研究的不足支出，丰富了消费者对动态品牌故事传播行为反馈的理论。 此外，本研究运用扎根理论从时间维度对消费者对动态品牌故事传播的行为反馈 进行了动态研究。不拘泥于设计量表的静态研究方法，以往品牌故事研究多是在某个 时间点进行大样本问卷调查，无法捕捉消费者持续参与行为形成过程的具体变量及其 作用机理。运用扎根理论能全面地梳理并提炼相关范畴，识别变量的作用机理，有助 于解释在企业品牌故事长期传播的过程中消费者反馈行为的多样性及衍变规律。 研究结果表明消费者对动态品牌故事传播行为反馈的形成经历了4个阶段的演变， 主要包括开发商品牌故事的产生，品牌故事传播中的信息干扰，消费者行为反馈的产 生，消费者行为反馈的反馈干扰。消费者对动态品牌故事传播行为反馈的过程，其实 质是外部环境刺激通过影响个体的内在心理状态，促使个体表现出不同行为反应的过 程。本研究基于碧桂园的品牌故事案例，研究结论有助于企业管理者了解消费者对于 品牌故事传播的行为反馈规律及动因，并制定相应的对策。 关键词：品牌故事；品牌传播；消费者行为；扎根理论 广东工业大学硕士学位论文 II ABSTRACT Successful brand story communication can bring great value to the company, and the key to determining the success of the brand story communication lies in whether the consumer's behavior feedback is positive. However, most of the previous studies on brand story communication mostly used static cross-sectional data to study a certain node of brand story communication, while ignoring the continuous dynamic monitoring of brand story communication from the time dimension. Therefore, the existing research results cannot effectively guide business managers to understand consumers' behavior feedback laws and motivations for the spread of brand stories. The research method in this paper adopts the grounded theory, and its focus on dynamic processes and inductive features are conducive to exploring consumer behavior feedback mechanisms for dynamic brand story communication. First of all, a literature review is conducted. This article introduces the relevant concepts of brand stories, brand communication, and consumer behavior, and sorts out relevant research results at home and abroad. Based on this, the research perspective and research issues are clearly defined. Secondly, according to the guidance of the rooted theory research method, this paper takes billions of housing companies as the research case and real estate owners as the sample, collects first-hand data through in-depth interviews, analyzes the materials using programmatic rooting theory, and finally constructs the consumer Behavior feedback model for dynamic brand story communication. Finally, based on the model and in-depth explanation of the evolution process and formation mechanism of consumer behavior feedback combined with consumer behavior theory, that is to explain why and how consumer behavior feedback to dynamic brand stories will evolve, making up for previous research on brand story communication The insufficient expenditure has enriched consumers' behavior feedback theory on the spread of dynamic brand stories. In addition, this study uses a grounded theory to conduct a dynamic study of consumer behavioral feedback on dynamic brand story communication from the time dimension. Regardless of the static research methods of design scales, most of the past brand story ABSTRACT III research is conducted by a large sample questionnaire at a certain point in time, and it is impossible to capture the specific variables and mechanism of consumers' continuous participation in the process of behavior formation. Using the rooted theory can comprehensively sort out and refine related categories, and identify the mechanism of variables, which helps to explain the diversity and evolution of consumer feedback behaviors in the long-term spread of corporate brand stories. The research results show that the formation of consumer behavior feedback on dynamic brand story communication has undergone four stages of evolution, including the generation of developer brand stories, information interference in brand story communication, the generation of consumer behavior feedback, and consumer behavior. Feedback disturbance of feedback. The behavior feedback process of consumers on the spread of dynamic brand stories is essentially a process in which external environmental stimuli influence individuals to show different behavioral responses by affecting their internal mental states. This study is based on the real estate enterprise case, and the research conclusion helps enterprise managers to understand the consumer's behavior feedback laws and motivations for the spread of brand stories, and formulate corresponding countermeasures. Keywords: Brand story; Brand communication; Consumer behavior; Grounded theory 广东工业大学硕士学位论文 IV 目 录 摘要 ................................................................... I ABSTRACT ............................................................... II 目 录 .................................................................. IV CONTENTS ............................................................... VI 图表目录 ............................................................. VIII 第一章 绪论 ............................................................. 1 1.1 研究背景 ......................................................... 1 1.2 研究意义 ......................................................... 3 1.3 研究方法 ......................................................... 4 1.4 研究内容与技术路线 ............................................... 6 第二章 文献综述 ......................................................... 8 2.1扎根理论 ......................................................... 8 2.2品牌故事 ......................................................... 9 2.2.1品牌故事的定义 .............................................. 9 2.2.2品牌故事的相关研究 ......................................... 10 2.2.3品牌故事的研究方法 ......................................... 13 2.3品牌传播 ........................................................ 14 2.3.1品牌传播起源 ............................................... 14 2.3.2品牌传播模式 ............................................... 14 2.3.3香农-韦弗传播模式与噪音 .................................... 15 2.3.4奥斯古德-施拉姆循环模式 .................................... 16 2.4消费者行为 ...................................................... 17 2.4.1消费者行为理论 ............................................. 17 2.4.2消费者行为模式 ............................................. 18 2.4.3消费者刺激反应SOR模型 ..................................... 20 2.5研究评述 ........................................................ 21 第三章 研究设计 ........................................................ 22 目 录 V 3.1研究方法选择 .................................................... 22 3.2案例选择 ........................................................ 23 3.3研究样本选择 .................................................... 25 3.4数据收集与整理 ............................................