基于中国企业跨国经营的公司品牌影响机理研究

The Research on the Influence Mechanism of Corporate Brand Based on Operation of China's Transnational Enterprises

文章针对中国的跨国经营企业,旨在研究国际化视角下公司品牌的主要影响因素以及公司品牌对消费者购买意向的影响。构建了一个以国家品牌形象、产品与服务、顾客沟通为前因,以公司品牌为媒介,以消费者的购买意向为结果的结构方程模型。实证结果显示,在国际化市场中,消费者的购买意向同时受到公司品牌和国家品牌形象的双重影响。研究还发现,在影响公司品牌的三个前置因素中,公司的产品和服务对公司品牌的影响效应最大。基于这些研究结论,文章提出了针对中国跨国经营企业在实施品牌战略中的一些管理建议,并进一步指出了未来的研究方向。

Basing on operation of China＇s transnational enterprises, this paper aims to discuss the main influence factors of cor- porate brand and the impact that corporate brand has on consumers purchase intention from perspective of internationalization. The structure equation mode/is built with national brand image, products and service and customer communication as independent varia- bles, corporate brand as the intervening variable and purchase intention as dependent variable. The empirical results show that cor- porate brand and national brand image both have effects on consumers purchase intention in the international market; among the three top factors, the factor of products and service in a company has the most important impact on corporate brand. Based on these conclusions, the paper also provides some managerial suggestions for implementing the brand strategies for China＇s transnational en- terprises and points out some future research aspects.