传统产业领域新兴互联网品牌形象生成机理研究——以互联网食品品牌为例

Research on the Formation Mechanism of New Internet Brand Image in Traditional Industry Field——Taking Internet Food Brand as an Example

传统产业领域企业难以回避"互联网+"基础上的品牌再造困局。本文以互联网食品品牌为例,基于UGC文本扎根分析构建传统产业领域新兴互联网品牌形象生成机理模型。研究结论:传统产业领域新兴互联网品牌形象包括绩效、识别、声誉、情感四项结构维度;其再形成过程受在线情境、在线心流体验、消费者认知等因素影响。研究采纳UGC理论进一步解读其与以往一般品牌形象维度差异的深层次原因,为转型维艰的传统产业领域企业提供适用性指导。

In the traditional industry field,enterprises are difficult to avoid the'Internet plus'on the basis of brand reconstruction dilemma.Based on UGC text mining,this paper constructs the Internet food brand image generation mechanism model by using the grounded theory research method,taking the Internet food brand as the typical case.There are two conclusions:(1)Internet food brand image includes four structural dimensions,namely,performance dimension,identification dimension,reputation dimension and emotional dimension.(2)The formation process of the new Internet brand image of traditional industry is influenced by online situation,online flow experience and consumer cognition.The study adopts the UGC theory to further unscramble the deep-seated factors of the difference in the previous general brand image dimensions,and provides the applicability guidance for the traditional enterprises in the traditional industry field.