奢侈品品牌软实力
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摘要
随着我国经济的持续快速增长和奢侈品消费人数的逐步上升,中国在全球奢侈品市场中的地位日趋重要,国外奢侈品品牌纷纷加快进入中国市场的步伐,中国开始出现奢侈品消费热潮。中国奢侈品市场的飞速发展,迫切需要我们加强对奢侈品及其相关问题的关注和研究。而“软实力”理论的提出,则为学术界和企业界提供了一个全新的视角和理论分析框架,借此来剖析奢侈品品牌对消费者的内在吸引力,可以更加深入地讨论奢侈品存在和发展的深层原因,具有重要的理论和实践意义。
本文将在中国消费者认知的视角下研究奢侈品的品牌软实力。在文献回顾和理论分析的基础上,本文先对中国奢侈品消费者的特征和分类进行梳理和归纳,找出影响消费者购买动机的关键因素。然后,对照这些关键因素探索奢侈品的品牌软实力驱动因素,提出假设和概念模型,并在焦点小组访谈和问卷调查的基础上,对假设和概念模型进行实证分析和探讨。
奢侈品品牌产品的六大基本特性：高昂的价格、卓越的品质、美学的刺激、悠久的历史、独特与稀缺、恪守于价值,造就了其品牌软实力。实证研究发现,基于中国消费者认知的奢侈品品牌软实力由“品牌象征力”、“知觉品质力”、“感官享乐力”、“情感价值力”、“品牌独特力”和“自我延伸力”六个维度构成。用“品牌联想”、“品牌态度”、“品牌依恋”和“购买行动”来衡量奢侈品的品牌权益,其与奢侈品品牌软实力之间存在明显的正相关性。24个理论关系假设中,有22个得到明显支持。
作为相对成熟的营销领域之一,奢侈品牌的传统研究角度主要关注于品牌营销、消费者奢华态度和购买动机等方面,并未直接将奢侈品牌作为主要探讨议题,或以消费者认知为基础制定相应的品牌管理策略。本文将软实力的视角引入奢侈品牌管理领域,根据前人对奢侈品牌态度、购买动机等领域的研究,整合并创新性地提出了测量奢侈品品牌软实力的量表,并借助奢侈品牌权益相关量表,运用调研数据对模型进行了实证检验,在学术界首次指出并证明：奢侈品品牌软实力对其品牌权益存在促进作用。这一理论成果对于推进当前正在开展的奢侈品品牌管理和软实力理论研究,填补有关奢侈品牌管理在中国消费者认知领域的研究空白有重要贡献,并为将来的进一步研究提供了分析框架。
With China's sustained and rapid economic growth and the gradually increasing number of luxury consumption, China plays an increasingly important role in the global luxury market. Foreign luxury brands have been accelerating their pace to enter Chinese market where consumption spree occurs. The rapid development of luxury market in China urgently requires more attention to luxury and its related issues. Meanwhile, the theory of Soft Power has provided a brand-new perspective and theoretical framework to academicans and practitioners, which can be used in analyzing the intrinsic appeal of luxury brands to consumers and probing into the underlying aspects of the existence and development of luxury brands. Consequently, the investigation of Brand Soft Power of luxyry goods has an important theoretical and practical significance.
Under the perspective of Chinese consumer perception, this article investigates in the brand soft power of luxyry goods. On the basis of literature review and theoretical analysis, this article organizes and summarizes the characteristics and classification of Chinese luxury consumers, and finds out the key influencing factors of consumer luxury consumption motives. Hypothesis and conceptual model are proposed after probing into the brand soft power of luxyry goods. Based on large-scale focus groups interviews and questionnaires, the article carries on positive analysis and investigated in the hypothesis and conceptual model.
Six basic characteristics of luxury brand, which are High Price, Excellent Quality, Aesthetic Stimulation, Ancestral Heritage, Scaricity and Uniqueness, and Abide by Value, have created the brand soft power of luxyry goods. This study illustrates that there are six factors that significantly influence Chinese-Consumer-Perception-Based Brand Soft Power elicited by luxuries, which are Brand Symbolization, Perceived Quality, Aesthetic Pleasure, Emotional Value, Brand Uniqueness and Self Extension. Luxury Brand Equity, which is scaled by Brand Association, Brand Attitude, Brand Attachment and Purchasing Behavior, has a positive relationship with Luxyry Brand Soft Power under a unique China background.22 hypotheses of 24 have been proved very positively.
As one of the relatively mature areas of marketing, the traditional study of luxury brand focuses mainly on brand marketing, consumer's attitude towards luxury and consumption motives, instead of the brand itself, let alone the brand strategy based on consumer perception. This article introduces the perspective of Soft Power into the field of luxury brand management, integrates and creates Luxury Brand Soft Power Scale according to previous research on consumer's attitude towards luxury and consumption motives. With the help of Luxury Brand Equity Scale, empirical analysis has been conducted using survey data, to prove that the brand soft power of luxyry goods may promote its brand equity. It is the first time that this conclusion was indicated and certificated in the academic world. This theory has significant contributions to the on-going research on luxury brand management and soft power, as well as filling the research gap in luxury brand management based on Chinese consumer perception. It also provides a framework for further analysis.
本文将在中国消费者认知的视角下研究奢侈品的品牌软实力。在文献回顾和理论分析的基础上,本文先对中国奢侈品消费者的特征和分类进行梳理和归纳,找出影响消费者购买动机的关键因素。然后,对照这些关键因素探索奢侈品的品牌软实力驱动因素,提出假设和概念模型,并在焦点小组访谈和问卷调查的基础上,对假设和概念模型进行实证分析和探讨。
奢侈品品牌产品的六大基本特性：高昂的价格、卓越的品质、美学的刺激、悠久的历史、独特与稀缺、恪守于价值,造就了其品牌软实力。实证研究发现,基于中国消费者认知的奢侈品品牌软实力由“品牌象征力”、“知觉品质力”、“感官享乐力”、“情感价值力”、“品牌独特力”和“自我延伸力”六个维度构成。用“品牌联想”、“品牌态度”、“品牌依恋”和“购买行动”来衡量奢侈品的品牌权益,其与奢侈品品牌软实力之间存在明显的正相关性。24个理论关系假设中,有22个得到明显支持。
作为相对成熟的营销领域之一,奢侈品牌的传统研究角度主要关注于品牌营销、消费者奢华态度和购买动机等方面,并未直接将奢侈品牌作为主要探讨议题,或以消费者认知为基础制定相应的品牌管理策略。本文将软实力的视角引入奢侈品牌管理领域,根据前人对奢侈品牌态度、购买动机等领域的研究,整合并创新性地提出了测量奢侈品品牌软实力的量表,并借助奢侈品牌权益相关量表,运用调研数据对模型进行了实证检验,在学术界首次指出并证明：奢侈品品牌软实力对其品牌权益存在促进作用。这一理论成果对于推进当前正在开展的奢侈品品牌管理和软实力理论研究,填补有关奢侈品牌管理在中国消费者认知领域的研究空白有重要贡献,并为将来的进一步研究提供了分析框架。
With China's sustained and rapid economic growth and the gradually increasing number of luxury consumption, China plays an increasingly important role in the global luxury market. Foreign luxury brands have been accelerating their pace to enter Chinese market where consumption spree occurs. The rapid development of luxury market in China urgently requires more attention to luxury and its related issues. Meanwhile, the theory of Soft Power has provided a brand-new perspective and theoretical framework to academicans and practitioners, which can be used in analyzing the intrinsic appeal of luxury brands to consumers and probing into the underlying aspects of the existence and development of luxury brands. Consequently, the investigation of Brand Soft Power of luxyry goods has an important theoretical and practical significance.
Under the perspective of Chinese consumer perception, this article investigates in the brand soft power of luxyry goods. On the basis of literature review and theoretical analysis, this article organizes and summarizes the characteristics and classification of Chinese luxury consumers, and finds out the key influencing factors of consumer luxury consumption motives. Hypothesis and conceptual model are proposed after probing into the brand soft power of luxyry goods. Based on large-scale focus groups interviews and questionnaires, the article carries on positive analysis and investigated in the hypothesis and conceptual model.
Six basic characteristics of luxury brand, which are High Price, Excellent Quality, Aesthetic Stimulation, Ancestral Heritage, Scaricity and Uniqueness, and Abide by Value, have created the brand soft power of luxyry goods. This study illustrates that there are six factors that significantly influence Chinese-Consumer-Perception-Based Brand Soft Power elicited by luxuries, which are Brand Symbolization, Perceived Quality, Aesthetic Pleasure, Emotional Value, Brand Uniqueness and Self Extension. Luxury Brand Equity, which is scaled by Brand Association, Brand Attitude, Brand Attachment and Purchasing Behavior, has a positive relationship with Luxyry Brand Soft Power under a unique China background.22 hypotheses of 24 have been proved very positively.
As one of the relatively mature areas of marketing, the traditional study of luxury brand focuses mainly on brand marketing, consumer's attitude towards luxury and consumption motives, instead of the brand itself, let alone the brand strategy based on consumer perception. This article introduces the perspective of Soft Power into the field of luxury brand management, integrates and creates Luxury Brand Soft Power Scale according to previous research on consumer's attitude towards luxury and consumption motives. With the help of Luxury Brand Equity Scale, empirical analysis has been conducted using survey data, to prove that the brand soft power of luxyry goods may promote its brand equity. It is the first time that this conclusion was indicated and certificated in the academic world. This theory has significant contributions to the on-going research on luxury brand management and soft power, as well as filling the research gap in luxury brand management based on Chinese consumer perception. It also provides a framework for further analysis.
引文
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1笔者整理,资料来源：http://wiki.mbalib.com/