无品牌、单一品牌还是多品牌?——基于绩效的中小企业品牌策略选择研究

No Brand,Single Brand or Multiple Brands?——Brand Strategy Choice of Small and Medium-sized Enterprises Based on Firm Performance

品牌策略是企业战略选择的重要组成部分,企业能否做出正确的品牌决策影响着企业的经营绩效。已有文献多关注大企业的品牌策略选择,但中小企业是否应当建立自主品牌,应当选择单一品牌还是多品牌,却是在理论和实践中不确定的问题。文章从资源基础理论、品牌系统管理理论出发,利用一手中国企业-劳动力匹配调查数据,应用多元线性回归模型探讨中小企业品牌策略选择对企业绩效的影响。研究结果表明,品牌化决策对企业绩效有显著的正向影响,这一影响在出口企业、外资企业、劳动密集型企业中尤为显著。多品牌策略对企业绩效有显著的负向影响,对于内资企业和非出口企业,这一负效应更强。文章提出中小企业应当积极打造自主品牌,提升品牌质量,控制品牌规模,实现成本效益的转化。

Brand strategy is an important part of enterprise strategy, which is one of the key factors influencing firm performance. Researches have focused on large-scale enterprises, while not enough attention has been paid to small and medium-sized enterprises both in theory and practice. From the perspective of resource-based theory and brand system management, using the cross-section data from 2015 China Employer-Employee Survey （CEES）, this paper explores the relation between brand strategy choice and firm performance. The results suggest that brand strategy choice has a significant positive impact on firm performance, which is rather significant for export firms, foreign firms and labor intensive firms. The choice of multiple brands has a negative effect on firm performance,while the effect is more significant for domestic firms and non-export firms. On the basis,this paper puts forward the corresponding countermeasure proposals for small and medium-sized enterprises including establishing independent brand,optimizing the brand structure as well as nurturing the core brand to achieve greater cost-effectiveness.