网络团购价格促销策略影响品牌资产的实证研究

An Empirical Study of How Online Group Purchase Price Promotion Strategies Affect Brand Equity

网络团购模式下企业与消费者的品牌互动属于促销性质的互动,在品牌互动过程中消费者是整个品牌互动的主导者。从顾客感知的角度出发,运用企业竞争力提升理论,在销售促进对品牌资产的影响机制模型基础上,构建网络团购价格促销策略对品牌资产影响的概念模型,运用实证研究方法深入探讨网络团购促销的价格折扣幅度和活动频率对品牌资产的影响,加入品牌差异和消费者涉入程度作为调节变量验证了其在网络团购价格促销策略和品牌资产之间的调节作用。

In online group purchase mode the brand interactions between enterprises and consumers are of promotional nature with consumers acting as the initiators in the process of such interactions. Starting from a customer perception perspec- tive, based on mechanism mode of how promotions affect brand equity, and by using theories of enhancing enterprise compet- itiveness, this paper constructs the conceptual model of online group purchase promotion affecting enterprise brand equity, em- ploys empirical research method to explore in depth how the discount rate and frequency affect brand equity, and verifies the regulatory roles that brand differentiation and consumer involvement degree play between the online group purchase promo- tion and brand equity.