基于双重属性的品牌跨界联合产品顾客价值层级路径研究

Exploring the Hierarchical Consumer Value Path of Crossover Co-Branded Products with Dual Attributes

“万物皆可联名”的时代,品牌在纷纷借助跨界联合“破圈”的同时,又面临着产品同质化严重、用户消费疲软的矛盾。基于构念积储格技术(RGT),本文对品牌跨界联合产品用户进行深入访谈,通过对访谈数据的内容分析丰富了跨界联合产品的双重属性尤其是联合属性的内涵,挖掘出跨界联合产品的顾客价值构成,并基于MEC扩展模型构建了“联合属性→独立属性→直接利益→焦点利益→最终价值”的顾客价值达成路径。研究发现:品牌跨界联合产品的双重属性表现为品牌联合标识、品牌联合风格特征等5类联合属性及产品品质、产品风格等7类独立属性;沿“品牌联合标识、品牌联合影响力等联合属性→产品设计创意、产品外形等独立属性→视觉美感、功效提升等直接利益→改善个人形象等焦点利益→愉悦、激发欲望等最终价值”的主要路径共有14条。其中,指向激发欲望的路径提及频次最高;功能价值与社会价值、享乐价值与情感价值分别是品牌×品牌和品牌×IP两类跨界联合产品用户追求的主要价值,且两类产品顾客价值的达成路径亦有显著差异。

With the trend of"everything can be co-branded",brands are increasingly utilizing crossover co-branding to"break the circle",while simultaneously facing the challenges of serious product homogeneity and weak user consumption.Using the repertory grid technique(RGT),this study conducts in-depth interviews with users of crossover co-branded products.Furthermore,through content analysis,it reveals the essence of the dual attributes of crossover co-branded products,especially the co-branded attributes,and identifies the components of customer value in crossover co-branded products.Finally,based on the means-end chain(MEC)extension model,the study constructs a customer value attainment path of"co-branded attributes→independent attributes→immediate benefits→focus benefits→end values".The findings indicate that the dual attributes of crossover co-branded products include 5 categories of co-branded attributes,such as co-branded logo and co-branded influence and 7 categories of independent attributes,such as product quality and product style.Moreover,there are 14 main paths along the"co-branded attributes(e.g.,co-branded logo and co-branded influence)→independent attributes(e.g.,product design creativity and product shape)→immediate benefits(e.g.,visual aesthetics and efficacy improvement)→focus benefits(e.g.,improving personal image)→end values(e.g.,pleasure and stimulating desire)",among which the path pointing to stimulating desire is mentioned most frequently.Functional value and social value,hedonic value and emotional value are the main values pursued by users of brand×brand and brand×IP products,respectively.Additionally,there are significant differences in the customer value attainment paths between these two types of crossover co-branded products.