零售店情境下的品牌连动效应:不同促销手段的调节作用——基于湖北省379位农户的调查

Brand Pull Force in Retailing Store Context:Mediated Role of Different Promotions——Based on Data of 379 Farmers in Hubei Province

通过对湖北省379位农户的调查,基于农户认知视角,分析零售店内知名农资品牌对其他农资产品的连动效应及主要影响因素,并测量了赊销和价格折扣策略对连动效应这一过程发生的调节作用。结果显示:农户对农资知名品牌的认知(知名品牌的知名度和忠诚度)会影响农资品牌连动效应(主要体现为引荐力、店铺信誉力、其他产品信誉力和行动力);零售商赊销政策正向调节知名品牌忠诚度与行动力之间的关系,而价格折扣不能起到调节作用。基于此,提出了农资零售商可通过优化产品组合、适时适当的选择促销方式来提高店铺总销售量或销售额;知名农资品牌产品生产商应利用"吸引力效应",避免"稀释效应",保证零售商及顾客的忠诚度;弱势农资品牌生产商可通过"攀龙附凤"提高其产品影响力和销量等相关建议。

Based on the survey data of 379 farmers in Hubei province,this paper,from the cognitive perspective of farmers, analyzes the spillover effect of well-known brands in agricultural materials retai- ling stores on other agricultural materials and moderating effect of different promotions. The results shows that farmer＇s perception of well-known agricultural materials brand （brand awareness and loyal- ty） will affect spillover effect of agricultural materials brand （mainly embodied in recommending force, reputation force of the store, and other products＇ reputation force and patronage）. As for moderating effect,credit sales positively moderate the influencing process while price discount doesn＇ t. Therefore, this paper proposes several suggestions. First, agricultural materials retailers may increase the total sales or sales through optimizing product mix and timely and right promotion methods; second, well-known agricultural materials brand retailers should use ＂attractive effect＂ and avoid ＂effect of dilution＂ to en- sure the loyality of retailer and customer; third,weak agricultural materials brand manufacturers should improve the influence of their products and sales through attaching themselves to other famous brand products.