管理评论

›› 2019, Vol. 31 ›› Issue (1): 113-125.

• 市场营销 • 上一篇    下一篇

要素品牌策略、营销能力与品牌绩效关系研究

李桂华1,2, 申媛婷1   

  1. 1. 南开大学商学院, 天津 300071;
    2. 南开大学滨海学院, 天津 300270
  • 收稿日期:2018-01-15 出版日期:2019-01-28 发布日期:2019-01-22
  • 通讯作者: 申媛婷(通讯作者),南开大学商学院博士研究生
  • 作者简介:李桂华,南开大学商学院教授,博士生导师,博士。
  • 基金资助:

    国家自然科学基金面上项目（71572083）。

Ingredient Branding Strategies, Marketing Capability and Brand Performance

Li Guihua1,2, Shen Yuanting1   

  1. 1. School of Business, Nankai University, Tianjin 300071;
    2. Binhai College, Nankai University, Tianjin 300270
  • Received:2018-01-15 Online:2019-01-28 Published:2019-01-22

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摘要：

针对要素品牌理论发展的不足，以要素品牌策略为研究前提，研究要素品牌策略对品牌绩效的直接影响及营销能力的中介作用和要素产品相对重要性的调节作用。对252份要素供应商企业问卷数据的实证研究发现，要素供应商的拉式策略与品牌绩效之间存在倒U型关系；要素供应商的推式策略与品牌绩效之间存在正向关系；市场感知能力和顾客关系能力均与品牌绩效之间存在正向关系；市场感知能力和顾客关系能力均在要素供应商拉式策略和品牌绩效之间起到部分中介作用；顾客关系能力在要素供应商推式策略与品牌绩效间发挥部分中介作用，而市场感知能力在要素供应商推式策略与品牌绩效间没有中介作用；要素产品相对重要性在两种要素品牌策略与品牌绩效之间均存在显著的正向调节作用。

关键词: 拉式策略, 推式策略, 品牌绩效, 营销能力, 要素产品相对重要性

Abstract:

Considering the underdevelopment of ingredient branding theory, this paper usses ingredient branding strategies as premise to study ingredient branding strategies' direct impact on brand performance, the mediating effect of marketing capability and the moderating effect of relative importance of ingredient product. Using 252 questionnaires from ingredient suppliers, our empirical analysis reaches the following conclusions. The impact of ingredient supplier's pull strategy on brand performance has an inverted U-shape relationship, ingredient supplier's push strategy has a significantly positive impact on brand performance. The market sensing capability and customer linking capability both have significantly positive impact on brand performance. The market sensing capability and customer linking capability both partly mediate the relationship between ingredient supplier's pull strategy and brand performance. Customer linking capability partly mediates the relationship between ingredient supplier's push strategy and brand performance, while market sensing capability doesn't mediate the relationship between ingredient supplier's push strategy and brand performance. The relative importance of ingredient products positively moderates the relationship between the two different ingredient branding strategies and brand performance.

Key words: pull strategy, push strategy, brand performance, marketing capability, relative importance of ingredient products