品类个性的形成与作用机理

The Mechanism for the Formation and Function of Category Personality

现有产品分类法没有反映消费者品类需求的差异,不能很好指导行业营销实践,而品类个性的提出为品类特性研究提供了全新的思路。本研究对影响品类个性形成的因素以及品类个性对品牌个性和品牌传播的影响进行逻辑分析,探索性地提出了解释品类个性形成和作用机理的结构模型。研究表明,消费需要类型、产品物理形式和产品生命周期等3个因素影响了品类个性的形成,所得到的品类个性可采用维度的方法描述。品类个性对品牌个性的选择和品牌传播的设计起指导作用。

Because the current methods to classify products fail to reflect the differences in consumers＂ demands for product categories and can not guide the marketing practice well enough. A brand-new concept-category personality-is therefore, put forward. The present research, by way of a logical analysis of the elements influencing the formation of category personality and of category personality＇s role of exercising an impact on brandname＇s personality and their dissemination so as to put forth a structural model to be used to explain the formation of category personality and the category＇s functioning mechanism.. Our research indicates that such 3 factors as the type of consumer need, products＇ physical form and products＂ life cycle will influence the formation of category personality, which can be described on the dimension of brand-names＇ personality category. In this process the choice of category personality , brand-names＇ personality and the designing of the dissemination of the brand-names play a guiding role.