品牌构建导向下制造业企业网络嵌入的价值悖论——基于战略一致性的边界作用

The value paradox of the network embeddedness of manufacturing enterprises in the direction of brand building: the boundary action based on strategic consistency

企业品牌价值的提升对制造业转型升级具有重要意义,而企业在社会网络中的嵌入性是否有利于提升品牌价值始终存在理论悖论。本文基于网络嵌入视角,分析关系嵌入与结构嵌入对品牌价值的影响以及社会责任的中介作用,并将战略一致性引入分析框架,探讨战略一致性对社会责任中介作用的调节效应。研究结果显示:关系嵌入与结构嵌入具有显著的价值效应,嵌入程度越高,企业品牌价值越高;社会责任在网络嵌入与品牌价值关系中具有显著的中介作用,即网络嵌入能够通过强化社会责任的履行来提升品牌价值;战略一致性对社会责任的后半路径作用具有调节效应,战略一致性越高,社会责任对品牌价值的促进效应越显著。本文不仅有利于阐释网络嵌入性的价值悖论、丰富品牌价值理论相关研究,还能为中国制造业的品牌塑造与转型成长提供实践依据。

The promotion of enterprise’s brand value is of great importance to the transformation and upgrading of manufacturing industry,while there is always a theoretical paradox about whether the embeddedness of enterprises in social network is conducive to enhancing brand value.Based on the perspective of network embeddedness,the paper analyses the effect of relational and structural embeddedness on brand value and the mediation effect of social responsibility.The paper introduces strategic consistency into analytic network and discusses the moderating effect of strategic consistency on the intermediary role of social responsibility.It is found out that relational and structural embeddedness has clear positive impact upon brand value,that social responsibility plays a significant intermediary role in the relationship between network embeddedness and brand value and that strategic consistency has a moderating effect on the role of social responsibility in the latter half path.The paper can not only explain the value paradox of network embeddedness and enrich the study of brand value,but also provide practical evidence for the brand building and transformation of Chinese manufacturing industry.