品牌活化的传播策略与营销渠道的匹配效应研究

Research on the matching effect of brand activation communication strategy and marketing channel

品牌活化成为唤醒品牌活力的重要方式之一,但是对于品牌活化的传播策略与营销渠道之间的关系鲜有人讨论。文章通过实验法,探讨了品牌活化的传播策略与营销渠道的匹配效应对消费者信息分享意愿的影响机制。研究结果表明:品牌活化的传播策略(创新型vs怀旧型)与营销渠道(电商平台vs社交媒体)的匹配效应对消费者的信息分享意愿产生正向影响。具体来说,品牌采用创新型传播策略通过电商平台进行传播能够使得消费者的信息分享意愿更高;采用怀旧型传播策略通过社交媒体进行传播能够使得消费者信息分享意愿更高,且感知流畅性在其中起部分中介效应。

With the continuous development of the times and technology, aging brands should actively adopt new technologiesand media as one of the methods to awaken brand vitality. In the context of the current information explosion, alarge number of marketing channels fragment brand information, increase the cost of consumer information search,and increase the difficulty of information dissemination, thus slowing down the process of brand activation.Although there has been extensive research on brand activation in the academic community, with the changingexternal environment, the research on brand activation is bound to become more complex in the trend of continuousdevelopment. The research on brand activation should not stay in the discussion of changing or unchanging, butshould delve into the details of brand activation to help brands achieve better and faster brand activation. At present,it is a consensus among enterprises to adopt multiple marketing channels for marketing. Similarly, for aging brands,the academic community has confirmed that synchronous implementation of innovative and nostalgic brandactivation strategies is more effective than choosing a single activation strategy. For aging brands, the mismatchbetween brand activation communication strategies and marketing channels results in unsatisfactory brand activationeffects.To explore whether the brand activation communication strategy and marketing channels have a matching effect, soas to expand the scope of brand information dissemination and improve communication efficiency, and acceleratethe process of brand activation, we combined the problems existing in the matching between marketing channels andbrand communication strategies in brand activation in reality, built a theoretical model based on the review ofrelevant literature, discussed the impact mechanism of the matching effect of brand activation communicationstrategies and marketing channels on consumers’ willingness to share information and the mesmeric effect ofperceived fluency, and verified the matching effect between brand activation communication strategies andmarketing channels through experimental methods. Firstly, a preliminary experiment was conducted to select arepresentative brand (Warrior) as the research object, as well as two representative marketing channels thatconsumers are familiar with, namely Taobao platform representing e-commerce platforms and WeChat platformrepresenting social media. Participants were invited to conduct preliminary research and judgments on the brandsand channels, indicating that Warrior brand can represent aging brands as the research object for the experiment. Thefamiliarity with WeChat and Taobao has also met the experimental requirements and confirmed that in this study,Taobao can represent e-commerce platforms, and WeChat can represent social media. Then, we collected relevanttext, images, and video information materials of Warrior brand on the internet to organize as experimental stimuli,and divided them into innovative and nostalgic types. 20 participants were invited to conduct preliminary researchand testing on the experimental stimuli, and it is confirmed that in this study, these two sets of experimental stimulican respectively represent two brand communication strategies (nostalgic vs. innovative). On this basis, we designed2 (brand communication strategy: nostalgic vs. innovative) ×2 (channel selection: social channels vs. e-commercechannels) intergroup experiment of randomly matched experimental stimuli with marketing channels to form fourgroups of experiments. A total of 121 participants were invited to participate in the experiment, and all participantsrandomly received one of the four groups of experimental materials, including information on brand communicationstrategies and marketing channels. After reading and watching the experimental materials, we scored the questionsin the scale, and conducted empirical analysis on the collected data using SPSS 20.0, and the results indicate thatwhen the communication strategy of brand activation is matched with marketing channels, consumers’ willingnessto disseminate information is stronger. Specifically, when consumers obtain brand information through social media,adopting a nostalgic communication strategy for the brand can more promote consumers’ willingness to shareinformation than innovation. When consumers obtain brand information through e-commerce platforms, innovativecommunication strategies are more effective in promoting consumers’ willingness to share information thannostalgic ones, with perceived fluency playing a mediating role.The matching effect between the communication strategy of brand activation and marketing channels can provideinspiration for the activation of aging brands, and provide relevant suggestions for the communication strategy andmarketing channel selection of brand activation, expanding the scope and efficiency of information dissemination,accelerating the speed of brand activation, and providing theoretical support for research on matching effects.However, due to the limitations of current practical conditions. It is impossible to actually establish a Taobao storeand create a relevant WeChat official account for experiments. In the subsequent research, we can considerimproving the experimental materials, and improve the scientificity of the experiment through more practicalexperimental materials.