供应商要素品牌价值形成的资源条件及内在机理研究

Resource Conditions and Internal Mechanism of Supplier's Ingredient Brand Value Formation:An Exploratory Analysis Based on Multiple Cases

以资源基础理论为视角,采用多案例分析法,对供应商要素品牌价值形成的资源条件及其内在机理进行了探究。研究结果显示:供应商要素品牌价值形成的资源条件包括产权型资源和能力型资源两种类型;其中,产权型资源包括独特产品、品牌形象、技术优势;能力型资源包括终端市场影响力、客户服务能力、关系适应能力;这6个因素又分别由3个因子构成。同时,这些资源会通过提升要素品牌价值提高制造商和消费者的购买意愿。深化了要素品牌理论,为供应商通过要素品牌战略提升品牌价值提供了理论基础。

From the perspective of Resource-Based View, this study explored the resource condi- tion for the formation of supplier＇s ingredient brand value by using case study method. The research showed that the resource condition for the formation of supplier＇s ingredient brand value includes two types, property right resources and ability resources. Among them, the property right resources include special product, brand image and technological advantages, and the ability resources include ter- minal market influence, customer service ability and relationship adaptability. And these six factors are composed of 3 sub-factors. At the same time, these resources will enhance the purchase intention of manufacturers and consumers by enhancing ingredient brand value. This study deepens the theory of ingredient brand, which provides a theoretical basis for the supplier to enhance the brand value through ingredient branding strategy.