商业研究

商业研究

• 旅游文化 • 上一篇    下一篇

基于游客体验视角的品牌关系塑造研究 ——全球消费导向的调节效应

匡红云1,2，江若尘3   

  1. （1.上海财经大学 国际工商管理学院，上海 200434；2.上海第二工业大学 高职学院， 上海 201209；3.上海财经大学 500强企业研究中心，上海 200433）
  • 收稿日期:2017-08-16 出版日期:2018-03-23
  • 作者简介:匡红云（1975-），女，江西吉安人，上海财经大学国际工商管理学院博士研究生，上海第二工业大学高职学院副教授，研究方向：旅游管理、消费者行为研究；江若尘（1963-），女，安徽滁州人，上海财经大学500强企业研究中心教授，博士生导师，管理学博士，研究方向：企业管理、关系营销。
  • 基金资助:
    国家社会科学基金项目“美丽乡村建设中乡村记忆旅游产品创新开发研究”，项目编号：15BGL117。

Brand Relationship Building from the Perspective of Visitor Experience: The Moderating Role of Global Consumption Orientation

KUANG Hong-yun1,2,JIANG Ruo-chen3   

  1. （1.School of International Business Administration, Shanghai University of Finance & Economics, Shanghai 200434,China;2.College of International Vocational Education, Shanghai Second Polytechnic University, Shanghai 201209, China;3. Research Center of Top 500 Companies, Shanghai University of Finance & Economics, Shanghai 200433, China)
  • Received:2017-08-16 Online:2018-03-23

摘要： 上海迪士尼乐园在开业一年之际就实现盈利，而多数中国同行却处于亏损状态，两者市场绩效差别的深层原因在很大程度上是迪士尼乐园提供的旅游体验导致了其优质品牌资产（品牌关系）的生成。为了深入探讨品牌关系塑造机理，基于前期对上海迪士尼乐园的深度访谈和扎根理论方法的分析结果，通过构建基于体验视角的品牌关系塑造机理模型并采用调节效应分析法处理数据，本文得到如下研究结论：在中国文化情境下，品牌关系由“信任/依赖、承诺、社会价值表达”三个维度构成，体验要素二阶因子和情感体验对品牌关系的三个维度具有显著正向影响，全球消费导向不对“体验要素-品牌关系”路径产生调节作用，全球消费导向对“情感体验-品牌关系”路径发挥了反向调节作用。 上述结论揭示了跨文化消费情境下品牌关系的塑造机理，在“走出去”国家战略背景下为主题公园及跨国经营企业的营销决策提供理论参考。

关键词: 体验, 品牌关系, 全球消费导向, 主题公园

Abstract: The Disney Park in Shanghai makes a profit on the occasion of one year′s opening, while its many Chinese counterparts are in a state of loss. The most important reason for the different market performance lies in the high value brand equity(brand relationship) derived from the visitor experience that Shanghai Disneyland provided. Based on the analysis results of previous in-depth interview data and grounded theory, this paper constructs the model of brand relationship building model based on experience, and uses moderating effect analysis to deal with the data. The results show that brand relationship in Chinese cultural context consists of three dimensions: trust/dependence, commitment, expression of social value, the second-order factor experience and emotional experience have significantly positive effect on the three brand relationship dimensions, global consumption orientation does not play role in relationship between experience and brand relationship, but it reversely moderates the relationship between emotional experience and brand relationship. This research further reveals the constructing mechanism of brand relationship in cross cultural consumption context, and provides a theoretical reference for theme park and transnational enterprise marketing decision in the big picture of going global practice in modern China.

Key words: experience, brand relationship, global consumption orientation, theme park