【作者】 周仲宽；

【导师】 李春好；

【作者基本信息】 吉林大学 ， 管理科学与工程， 2011， 博士

【摘要】 近年来,我国汽车年产销量已经超过了千万辆,我国已经成为世界汽车产销第一大国。伴随着汽车产业的迅猛发展,许多企业开始实施多品牌战略,不断地进行品牌的扩张与投入,品牌数量从轿车工业发展初期的几个,已经增加到目前的180多个,品牌的无限投入,造成了市场上品牌“拥挤”的现象。拥挤、重叠就是资源的浪费,这势必就涉及到品牌的效用问题。国内外学者对品牌进行了大量的研究,提出了品牌符号论、品牌情感论、品牌形象论、品牌个性论、品牌定位论、品牌文化论、品牌资产论、品牌生态论等各种品牌理论。对品牌管理的研究经历了从简单到复杂、从品牌战术管理到品牌战略管理的提升过程。对品牌价值的研究实现了从产品价值到品牌价值,从品牌的内在价值(品牌资产)到品牌的外在价值(品牌的竞争力)不断纵深的研究过程。目前对品牌的研究主要侧重于对品牌的本性、对品牌自身特性的研究,而对品牌投入的有效性研究的不多,尽管有些研究对品牌投入的有效性有所涉及但也没有做更充分的研究。因此,本文首先从品牌市场投入效用上提出了品牌拥挤度的概念,用品牌拥挤度来评价企业在市场上品牌的投入以及品牌管理的实效问题。然后,本文在分析品牌拥挤度影响因素及其作用机理的基础上,建立了品牌拥挤度评价指标体系及品牌拥挤度测度模型。最后,本文采用实证研究方法,构建品牌拥挤度与企业品牌管理模式适应模型,用以指导企业品牌管理决策。拥挤现象存在于社会经济生活的各个领域。拥挤产生的物质根源就是密度,拥挤是由密度、其他情境因素和个人特征相互作用,通过人的认知机制和生理机制,使人产生的一种紧张状态。拥挤对人们的心理、行为和工作产生了不利的影响。资源是社会经济活动中各种要素的总和,资源配置是对相对稀缺资源在各种不同用途上加以比较作出的选择。资源的稀缺性特点决定了把资源投入到经济活动中去,存在着资源的合理分配问题。资源在配置过程中,无论资源如何配置都存在着资源配置的效率问题。资源在配置过程中,由于配置不当所产生的资源配置缺乏效率的状态被称为资源配置拥挤。品牌同时具有精神属性和物资属性的双重性,品牌作为一种资源,也同样存在拥挤的现象。品牌拥挤反映的是品牌在特定市场上与该市场容量之间的匹配关系。首先,从品牌的物质属性上看,品牌拥挤度反映的是品牌密度的概念,品牌密度是指单位市场容量空间里所存在品牌数量的多少。一般情况下,单位市场空间里所存在品牌的数量越多,品牌拥挤程度相对越高;反之,品牌拥挤程度相对越低。其次,品牌拥挤度反映的是品牌拥有者对品牌所处市场竞争环境的一种主观感知,受市场上品牌的多少,竞争对手的数量,品牌的竞争格局和自己品牌的品牌力的影响。这种感知随着对竞争势态的认知而发生变化,当自己的品牌在市场竞争中处于强势的时候,拥挤感会减轻,反之拥挤感就会增强。最后,品牌作为一种资源,资源在配置过程中存在着资源配置拥挤的现象。品牌拥挤度反映的是品牌的市场投入效率。在特定的市场条件下,随着品牌投入数量的增加,当投入增加到一定程度时,随着品牌的投入而导致该市场上销售数量下降的现象。首先,本文站在企业角度,以轿车企业的产品品牌作为研究对象,研究轿车品牌的拥挤度。为了对品牌拥挤度做出评价,本文组建了一个来自汽车企业、咨询公司和行业管理部门共21人的专家团队。在从宏观、市场和企业等角度充分分析了品牌拥挤度影响因素及其作用机理的基础上,建立了18个与品牌拥挤度相关的评价指标。本文采用德尔菲法由专家小组对指标进行层层筛选,构建了由四个一级指标、十个二级指标组成的品牌拥挤度评价指标体系。本文采用层次分析法确定了品牌拥挤度评价指标的权重,建立了品牌拥挤度测度模型。然后,本文运用品牌拥挤度测度模型,对不同销售区域、不同产品等级、不同企业、不同时期、不同产品品牌的品牌拥挤度进行了测度。通过测度,验证了品牌拥挤度测度模型的有效性,对所评价的案例品牌,品牌拥挤度评价结果与品牌在市场中的表现相一致。通过对品牌拥挤度进行评价,企业可以全面了解企业中各品牌的品牌拥挤度状况,也可以了解品牌在各区域市场的综合竞争格局,还可以对不同级别品牌竞争状况进行比较。从品牌拥挤度评价指标体系上看,品牌拥挤度反映了品牌在市场上投入的效用,反映了品牌在市场上所处的竞争状态,品牌拥挤度测度模型为企业把握品牌、管理品牌提供了一个实用、有效的工具。再后,本文在分析我国轿车企业品牌管理现状的基础上,总结了我国轿车企业品牌管理模式的类型及特征。我国轿车企业品牌管理模式主要来自品牌来源、品牌架构、品牌关系、品牌管理方法和品牌地域等五个方面。在这五个方面中,通过实证研究,得出品牌拥挤度与品牌关系管理模式存在着非线性相关关系。根据品牌的拥挤程度可以把品牌拥挤度由弱到强划分为A、B、C、D、E五个等级,不同的品牌拥挤度状态存在着与品牌拥挤度相适应的最佳品牌关系管理模式。当品牌拥挤度处于A级时,适宜采用单个品牌管理模式,此时有利于在市场环境宽松的情况下,培育品牌、发挥品牌优势;当品牌拥挤度处于B级时,适宜采取同质竞争品牌管理模式,在提供给用户更多选择机会的同时,提高产品的市场份额;当品牌拥挤度处于C级时,适宜采取竞争互补品牌管理模式,这样既有利于通过微弱的品牌竞争充分占领市场,同时品牌间又存在着产品区隔而使竞争不那么强烈;当品牌拥挤度处于D级时,适宜采取互补竞争品牌管理模式,这样既有利于通过产品区隔在不同的细分市场上赢得用户,又可以通过产品间存在一定的交叉提高品牌的市场份额;当品牌拥挤度处于E级时,适宜采取独立互补品牌管理模式,各个品牌间相互独立、互补存在,品牌之间没有竞争和交叉。最后,基于本文的研究提出了相关管理启示。一、企业应该重视品牌拥挤度,关注企业所有产品的品牌拥挤度状态及其动态变化,并建立品牌拥挤度预警机制。二、企业应该基于品牌拥挤度的状态制定不同的经营策略,以利用有利的时机谋求快速的发展,获取最大的利益。三、企业要利用品牌拥挤度状态分布和品牌关系策略分布,适时选择企业品牌管理策略和动态调整企业品牌管理模式。本文以品牌理论、拥挤理论为基础,提出了品牌拥挤度的概念,通过对品牌拥挤度的研究,开拓了品牌研究的新视角,丰富了品牌管理理论,从理论上系统上发展了管理。本文从我国轿车市场实际出发,构建的品牌拥挤度评价指标体系与评价模型,为后来者进行品牌拥挤度的研究奠定了研究基础与研究方法。本文对我国轿车市场品牌拥挤度的评价结果,对制定行业产业政策、制定行业发展规划具有一定的指导作用。本文得出的我国轿车市场品牌拥挤度状况及其对品牌管理模式的影响,将对指导汽车生产经营企业提高品牌管理水平,进行品牌规划、制定品牌战略具有重要的现实意义。更多还原

【Abstract】 China’s auto sales have exceeded ten million annually; meanwhile China has become the world’s automobile production and sales superpower nowadays. With the rapid development of automobile industry, many companies began to implement multi-brand strategy; Number of brands from a few in the early days has increased to 180s currently. With the brands continual expansion, the brand "crowded" phenomenon appears in the car market. Crowded, overlapping is a waste of resources; this is related to the brand input Efficiency.Domestic and foreign scholars have done a lot of research on the brand, many brand theories is proposed, such as the Brand symbol theory, Brand emotion theory, Brand Image theory, Brand Character theory, Brand Positioning theory, Brand Culture theory, Brand Equity theory and Brand ecology theory etc. The study on brand management has experience a process from simple to complex, from the tactical management to the strategic management. The study on brand value has realized a period of from the product value to the brand value; from the brand intrinsic value (brand equity) to the brand external value (the brand’s competitiveness). The current study focused on the brand itself primarily on the brand’s nature and character, and rarely on the brand input efficiency.Therefore, a new concept of Brand Congestion will be put forward to from a view of the brand input efficiency to evaluate a company’s the brand input and the brand management effectiveness in the market. Based on the analysis of brand congestion influence factors and affecting mechanism, this paper will establish a brand congestion evaluation index system and its measure model. Finally, the relation models between the brand management models and the brand congestion levels will be built, under the empirical research, to guide corporate brand management decisions.Congestion exists in every area of social and economic lives. The substance source of congestion is the density, under the interaction among the density, the situational factors and the personal characteristics, then through the person’s cognitive mechanisms and physiological mechanisms, a stress status aroused its called congestion. Congestion generates a negative impact on people’s psychological, behavioral, and work. The Resource is the sum of all elements from social and economic activities, resource Allocation is a choice making under the comparation among resources distributed in a various purposes. Because of the scarcity of resources, there is an appropriate distribution in resource allocation activities. No matter how to distribute resources, there will be resource allocation efficiency. The resource allocation inefficiency during the resources distribution process is called a kind of congestion phenomenon.Brand as a kind of resources has both spiritual and material properties, so there will also be the congestion phenomenon in brands. Brand congestion reflects the matching relations between the brands and the market capacities. The brand congestion reflects the brand density in a market from the brand material property point of view, Brand density is the number of brands exists in a given market. The more number of brands exists in specific market the higher level of brand congestion normally; on the contrary, the less number of brands exists in specific market the lower brand congestion level. Brand Congestion reflects the brand owner’s subjective perception about brand’s competitive status in a market; it is impacted by the number of brands, the number of competitors, the competitive situation, and the brand power of itself. The awareness of congestion changes by the perception to the competition situations, the Brand Congestion will be weak when your brand is strong in the competition market, the Brand Congestion will be enhanced on the contrary. As a kind of resources, the resource allocation congestion phenomenon will also be happened on brands. Brand Congestion is said to be present when increases in the number of brands, with the brands are increased to a certain extent, result in the sales volume reductions.Firstly, this paper studies the brand congestion situation on car company’s production brands. In order to evaluate the brand congestion, a 21-person team was formed which comes from automotive companies, consulting firms and industry administration sections. After the analysis of brand congestion influence factors and affecting mechanism at the macro economy marketing and the enterprise point of view, the brand congestion evaluation index was established this contains 20 evaluation factors. The expert team selects 4 level-1 and 10 level-2 factors from the 20s to form a brand congestion evaluation index system by the use of Delphi method. After that, the congestion evaluation index weight was determined by the use of analytic hierarchy process, the brand congestion measure model was finally established in this paper.Secondly, from the enterprise perspective, this paper has evaluated the product brands congestions of different sales regions, different product grades, different companies, and different periods by use of brand congestion measure model. The brand congestion evaluation results of the case brands is consistent with the brand’s performance in the market, this proves that the brand congestion measure model is effectiveness. Through the evaluation of the brand Congestion, it will help car companies to know the brand congestion conditions of its all brands in the market; it will help companies to learn the brand competition status in regional market, it will also help companies to compare the brand competition situations from different products grade. From the components of brand congestion index system, Brand Congestion reflects the brand launch effectiveness in the market, reflects the brand competitive situation. Brand congestion measure model is a practical and an effective tool for car companies to run brand and manage brand.Thirdly, this paper summarized the types and features of brand management model under the analysis of brand management status about China’s car companies. Brand management models primarily come from five aspects, such as brand sources, brand structures, brand relationships, brand management methods, and brand regions. Through the empirical research, we find the nonlinear correlation between the brand congestions and the brand management models in these five aspects. According to the degree of brand congestion, the brand congestions can be divided into A, B, C, D, E five levels from weak to strong, a specific brand Congestion level exist an optimal brand management model to match. When the brand congestion is in level A, the optimal brand management model should be individual brand mode, at this point, it will be helpful to build up brand and take the brand advantage in the relax market environment. When the brand congestion is in level B, the optimal brand management model should be homogeneous competitive brand mode, when providing more choices to customs; the company will increase its market share. When the brand congestion is in level C, the optimal brand management model should be competitive complement brand mode; the company will occupy the market sufficiently by use of the weak brands competition, while product differentiation will prevent strong competition between brands. When the brand congestion is in level D, the optimal brand management model should be complementary competition brand mode; the company will win customers in the different segments through product separation, while this will enhance the brand’s market share by some crossover between products. When the brand congestion is in level E, the optimal brand management model should be Independent complement brand mode; each brand exists independently, they are complementary of each other, there is no competition and cross between brands.Finally, based on this research some management suggestions have been raised to the enterprises. First, Car Company should attach importance to the brand congestion, pay close attention to all of their products’brand congestions, and build brand Congestion warning system. Second, based on the state of brand congestions, Car Company should set down business strategies accordingly, take advantage of any favorable opportunity to seek rapid development, and then obtain the maximum benefit. Third, Car Company can make use of brand congestion state distributions and brand relationship strategy distributions to make brand management strategy and adjust corporate brand management mode dynamically.In this paper, based on the brand theory and the congestion theory, a new concept about brand congestion is developed. Brand congestion is a new perspective on brand studies; this will enrich the brand management and contribute to the management theory. The Brand Congestion evaluation index system and the measure model built on China’s car market will laid the foundation and methods for the later brand congestion studies. These brand congestion evaluation results on China’s car market will be helpful to the development of industrial policy and industry development plan in China’s automotive industry.更多还原