林业企业品牌营销策略与营销绩效关系研究——以新疆为例

Relationship between Brand Marketing Strategies and Marketing Performance of Forestry Enterprises:A Case Study in Xinjiang Uygur Autonomous Region

以文献调研方法,构建林业企业品牌营销策略与营销绩效关系理论模型并提出研究假设。通过对37家新疆林业企业样本的实证分析,证实林业企业品牌营销策略的4个策略组合对营销绩效具有正向影响作用。基于研究结论,可以从产品或服务的功能性形象、体验性形象及象征性形象3个方面提升品牌形象策略的应用,从产品或服务的目标市场细分、种类差异化、价格差异化等3个方面提升品牌定位策略的应用,从品牌知名度、种类数量、相关性等方面提升企业品牌延伸策略的应用,从处理好品牌与消费者的关系、品牌与产品的关系、品牌与品牌的关系、品牌与利益相关者之间的关系4个方面提升品牌关系策略的应用,进而提升新疆林业企业的营销绩效。

By means of theoretical investigation,this paper comes up with a research hypothesis and builds up a theoretical model of the relationship between brand marketing strategies and marketing performance of forestry enterprises. Based on the empirical analysis of 37 forestry enterprises in Xinjiang Uygur Autonomous Region,it is proved that the combination of four marketing strategies can have positive effects on the marketing performance of forestry enterprises. According to the study,the marketing performance of forestry enterprises in Xinjiang could be escalated by enhancing the application of brand image strategy from the aspects of functional image,experiencing image and symbolic image; enhancing the application of brand positioning strategy through the segmentation of objective markets,as well as the differentiation of products and prices; enhancing the application of brand extension strategy through the popularity of brand,products diversification and products correlation; and enhancing the application of brand relationship strategy in terms of relationship between brands and consumers,between brands andproducts,between brands and brands,and between brands and stakeholders.