【作者】 李欣；

【导师】 王兴元；

【作者基本信息】 山东大学 ， 企业管理， 2009， 博士

【摘要】 随着信息技术的普及和全球化的发展,高科技组织之间的技术壁垒越发脆弱,产品间的差异也日渐细微,高科技组织必须投入更多的资源加强品牌建设,减少客户的转移和流失;而高额的研发成本以及高频度的产品换代也迫使高科技品牌企业采取各种营销手段努力扩大产品销售,加快资金的流转速度和使用效率(Moriarty、Kosnik,1989);同时,高科技产品技术含量高,结构复杂,许多创新给消费者提供了前所未有的体验和便捷,其沟通、营销及分销更多应该采用推动的方式(Yadav、Swami和Pal,2006)。因此,相对于提供传统产品和服务的品牌而言,广告对高科技品牌的作用更加重要。高科技品牌企业每年都要拿出大量的资金投入到广告推广中,动辄数以亿计,例如,苹果公司在2005年为推广iPod就投入了2.86亿美元的广告费,为iPhone投入的广告费更是接近10亿美元;Intel在1991到2002年间仅“Intel Inside”标识一项的广告费支出就有70多亿美元。巨额的广告费不仅挤占了研发费用,影响了新产品开发和投放的进度;对成本的影响也必然抬高产品的终端销售价格,进而增加高科技品牌企业的经营风险。令高科技品牌企业感到困惑的是,每年投入巨资打造的精彩纷呈的广告是否真的作用于消费者?作用的力度有多大?什么样的广告对消费者的影响最为有效和直接?以往对广告效果的研究大多是基于一般性的产品品牌,个别有针对性的研究也都是选择啤酒、燕麦等的传统品牌,这类研究成果能否直接应用于特点鲜明的高科技品牌,仍然不得而知。同时,广告对消费者的影响也是一个非常复杂的过程,这一复杂性在于:某一品牌的广告可能出现在不同的媒体上,而每一种媒体对消费者的影响有其独到的效果;广告不仅具备瞬时效果,同时还具有延迟效果;广告效果会随着广告周期时段的不同而变化;连续的广告存在重叠效果和重叠衰减效果;不同细分市场及个体对广告的反应不同(Tellis,2004)。广告作用过程的复杂性决定了在广告效果的研究中,那些有针对性的实证研究能够为广告实践提供更加直接的指导作用。高科技品牌具有鲜明的特征,诸如技术的不确定性、产品的复杂性等等,而这些特征都足以影响甚至颠覆以往的广告研究成果,因此有必要把高科技品牌作为一个单独的类目加以研究。本文拟通过对比不同媒介和诉求的高科技品牌广告的效果,确定较佳的广告投放策略,进而提高高科技品牌广告的投放效率,减少广告活动中的浪费行为。具体说,本研究试图通过系统的研究总结高科技品牌广告效果的基本规律,挖掘高科技品牌广告对不同类型消费者的影响,建立高科技品牌广告的作用模型;尝试为今后的研究提供一种可供选择的方法并验证使用网络工具进行广告研究的可行性;同时,也希望本研究的结论可以应用于高科技品牌的广告投放工作,为广告商和广告主的实践活动提供指导和借鉴。主要完成以下几个方面的研究:一、根据不同类型消费者在广告暴露后的反应,验证若干以消费者特征为自变量,以广告效果的若干构成要素为因变量的假设,挖掘单一特征,如性别、年龄、职业的差异。二、综合各项特征消费者反应的区别,基于广告效果的好与差,把消费者进行分类。针对广告投放的不同目标,找出最易实现的人群以及需着重用力的人群。三、根据高科技品牌广告效果作用机制,以影响广告效果的几个主要因素为输入,以广告效果的构成要素为输出,建立高科技品牌广告效果的作用模型。本研究采用实验的方式,通过向被试展示包括LG、佳能、索尼、联想、惠普、索爱等几个品牌的流媒体、报刊、户外广告,包括理性和感性诉求广告,使用问卷的方式,测量被试在广告认知、广告态度、品牌认知、品牌态度和购买意愿几方面的得分:由消费者观看在线观看广告后,将反应记录下来,自动生成表单,提交到位于服务器上的ACCESS数据库,经ACCESS数据库进行简单的逻辑和完备性分析后,作为研究的基础数据。最终406名被试参加了实验并回答了问题。在问卷指标的选择上,也多是采用前人研究已经比较成熟且被经常引用的问题,比如涉入度采用了Zaichkowsky的PII量表,品牌认知使用了Murphy的问卷。数据的统计分析工作采用SPSS for Windows 15.0,研究中还使用Amos 7进行结构方程建模。本研究具体使用了六种研究方法,包括描述性统计分析,主要用于罗列样本的分布情况;方差分析,主要用于验证若干假设;相关分析,用于在验证假设过程中,解释某些具有规律性的东西;聚类分析,用于在消费者中提取广告效果最佳的群体;回归分析,用来确定各影响因素与广告效果各构成要素之间的函数关系;结构方程建模,用于确定广告效果内部各构成要素之间的逻辑关系,以及与忠诚度、涉入度、创新识别能力几个定量数据间的逻辑关系。研究最终形成如下四方面的结论:一是归纳出了影响高科技品牌广告效果的主要因素。包括特征因素、经历因素、情境因素、素质因素,并对构成各因素的具体要素,及其对高科技品牌广告效果的影响进行了细致地分析。二是构建了高科技品牌广告的影响因素模型。模型明确了各因素之间的影响关系,并验证了高科技品牌广告效果适用于双中介假设。三是明确了高科技品牌广告效果的最佳作用人群。为达到不同的广告目标,实现广告认知、广告态度、品牌认知、品牌态度、购买意愿等几个方面的有效提升,在投放广告时必须针对不同的受众,本研究依据不同受众在广告暴露后的效果差异,对消费者进行了聚类。四是筛选了最佳的媒介和诉求的组合。本研究认为,理性诉求的流媒体广告是本研究各类广告中效果最好的,但感性诉求的流媒体广告是最差的;报刊广告的效果也可以接受,且感性诉求要好于理性诉求;户外广告不管是感性诉求还是理性诉求,均无法得到较为理想的效果。更多还原

【Abstract】 With the development of the informational technology and the globalization, the Tchnical bulwarks between high-tech organizations become more and more fragile. The High-tech oganizations should put more resources into brand construction, to reduce customer transfer and loss. In the other hand, higher R&D costs and high-frequency products replacement drive the brand owner’s uses all marketing means to enlarge their marketing share, speeding up the cash flowency. At the same time, high-tech products mean high technical content, complex structure, some innovations provide unprecedented experiences and convenient, so they should take a push method to increase their communication, marketing, and distribution. So, with regard to these triditonal servise or product providers, advertsju e ing is more important to the high-tech brand. High-tech enterprises invest billions into advertising every year. For example, the ipod advertising project costed Apple 286 million Dollors in 2005, the iPhone advertsing project costs nearly 1 billion recently. Intel put 7 billon Dollors into their "Intel Inside" signal from 1991 to 2002. These huge advertisement fees not only restricted R&D funds, prolonged the new product relese lifecycle, but also increased the retails pirces, added the operational risks for the brand owners.What confused these high-tech enterprises is whether these colorful advertisements is useful? How much effectiveness they can acquire? What kind of advertisement is most efficiency and immediate? Most of the previous advertising effictivenss researches are based on the common brand. Some are tartgeted to to traditional brand, such as beer, oat. It’s also unable to find out whether here conclusions could apply to the distinctive high-tech brand.How dose the advertising impact audience is a much complex procedure, because (1) the advertisement often appeared in different media, each of the media generate different effectiveness. (2) Advertisement produed not only immediate effect but also delayed effect. (3) Advertising effects always change alone their lifecycles. (4) Continuous advertisng often provide cumulative or attenuate effects. (5) Different effects would be produced in different market segments. So, these targeted researches can provide more direct guiding significance to advertising practice, because of complecity. High-tech brand has some distinct characteristics, such as technical uncertainty, products profoundation, that chould distort the previous conclusions. So, high-tech brand should be studied as a independent category. This research compared the advertising effects on different media and persue, found the best advertsing tactics. Follow the conclusions of this dissertation, the advertisers could increase the efficiency of their high-tech advertisement, and reduce wastes in their advertising project.Specifically, this research try to study the basic discipline of high-tech brand’s advertising effects sysmatically, find the impacts to different audience, construct a impacting model. And initiate a new method which does experiment and collect data in Internet. Details are as follows:(1)on the basis of the reactions of different customers after several high-tech brand advertsing exposure, verify some assumptions which porposed with customer characterisctics as independent variables and advertising effect factors as dependent variables. Find the differences of single characteristic, such as age, gender, occupation, etc.(2)The differences of advertising effects could be a ideal indicator to classify the costomers. In this research, I will accomplish it.(3)Build a model which has the input as the impacting factors, output as the constitutional factors of advertising effects.This research adopting a experimental method by showing the audience some brands’ advertisement, such as LG, Canon, Sony, Lenovo, HP, Sony-Ericsson’s advertisement in streaming media, presses, and outdoors, including rational and emotional pursues. Then the audience must fill in a questionnaire which has many questions based on their feeling in advertising cognitive, advertising attitude, brand cognitve, brand attitude, and purchasing intention. These questional was issued and filled in internet that could be import into an Access database. After a simple logical and completeness filt, the data could be caculated. There a 406 audiences attend the experimental and finished the questionnaire.There are altogether 6 methods used in the research, including descriptive atatistical analysis, which will describe the samples’s distribution; anylysis of variance, which will verify some assumptions; correlation analysis, which will explain the regular patterns in the procedure of correlation analysis; cluster anylysis, which will find the perfect advertising affecters; regression analysis, which will define functions between factors; structural equation, which will construct the impacting model.Spss for windows 15.0 and Amos 7 were used in this research.There are 4 conclusions gotten in this research as follows:(1) Summerrizing 4 main factors impacting high-tech advertising effects, including Featuring Foctor, Experencing Factor, Situational Factor, and Capable Factor. Each of them has several constituent elements. This dissertation analysed the reasons of every impacting procedure.(2) Build a impacting model, specify the impacting relationship between these factors. Proved that the high-tech advertising effectiveness follow the DHM assumption.(3) Find ideal advertising affecters. To get different advertising goals, promote the effects in advertising cognitive, advertising attitude, brand cognitve, brand attitude, and purchasing intention, the advertiser should put their advertisement into different subdivisions of customer. This research finds which subdivision could give ideal reaction.(4) Selected the most efficiency media-pursue pair matching. The rational pursue advertisement in streaming media is the most efficiency combination of all kinds of media-pursue paie. However, the motional pursue advertisement in stream mdiea is the worst. The outdoor advertisements, neither rational nor emotional, can get their original purpose.更多还原