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论文编号：	14061
作者编号：	2120213321
上传时间：	2023/6/8 11:50:02
中文题目：	国货美妆品牌整合营销传播对顾客价值共创行为的影响研究
英文题目：	Research on the Impact of Integrated Marketing Communication of Chinese-made Beauty Brand on Customer Value Co-creation Behavior
指导老师：	申光龍
中文关键字：	国货美妆品牌;整合营销传播;品牌关系质量;顾客价值共创行为
英文关键字：	China-made Beauty Make-up Brand; Integrated Marketing Communications; Brand Relationship Quality; Customer Value Co-Creation Behavior
中文摘要：	“颜值经济”时代，国货美妆品牌在国内美妆市场日益崛起，品牌需要顾客参与价值共创以增强在市场中的优势和竞争力。顾客的价值共创行为可以帮助国货美妆品牌掌握消费者对产品的需求，探究如何提升国货美妆品牌顾客的价值共创行为对营销管理而言至关重要。整合营销传播作为一种高效传播的营销战略，在营销实践中能够有效提升顾客品牌关系，推动顾客积极行为的发生。通过文献回顾发现，前人关于国货美妆品牌整合营销传播的研究大多集中于应用领域，对于具体变量间关系的研究较少，此外，关于整合营销传播与顾客价值共创行为间的作用机制研究也有待进一步深入。 本研究旨在探究整合营销传播对顾客价值共创行为的影响机制。具体地，从顾客视角出发，以“S-O-R”理论和社会交换理论作为理论基础，将国货美妆品牌作为研究对象，构建了整合营销传播通过顾客与品牌间的关系质量正向影响顾客价值共创行为的研究模型。根据问卷调查收集到的505份数据，运用统计分析软件SPSS 26.0和AMOS 24.0进行信效度检验、主效应检验和中介效应检验等，验证了整合营销传播、品牌关系质量下品牌满意、品牌信任、品牌承诺、顾客价值共创行为下顾客参与企业发起的价值共创和顾客自发进行的价值共创间的关系模型。 研究结论表明整合营销传播正向影响品牌满意、品牌信任和品牌承诺；品牌满意、品牌信任和品牌承诺正向影响顾客参与企业发起的价值共创和顾客自发进行的价值共创；品牌满意、品牌信任和品牌承诺中介了整合营销传播与顾客参与企业发起的价值共创和顾客自发进行的价值共创之间的关系；品牌满意正向影响品牌信任，品牌信任正向影响品牌承诺。最后，依据实证统计分析得出的研究结论，本研究为国货美妆品牌提出了三条管理实践启示，一是整合协调内外资源，向顾客传递一致性的品牌信息，二是密切关注顾客态度，构建长期良好顾客品牌关系，三是高度重视顾客声音，引导顾客产生价值共创行为。
英文摘要：	In the era of “Beauty Economy”, Chinese-made Beauty Makeup Brand are rising in the domestic beauty market day by day. The value co-creation behavior of customers can help Chinese-made Beauty Brand master the demand of consumers for products, and it is important to promote Chinese-made Beauty Makeup Brand value customers’ co-creation behavior. As an effective marketing strategy, Integrated Marketing Communication can effectively promote the relationship between customers and positive customers behavior. Through reviewing researchers’ literature, we found most of the previous studies on the Integrated Marketing Communication of Chinese-made Beauty Makeup Brand focus on the specific application, and the research on the relationship between specific variables is less, the research on the mechanism between Integrated Marketing Communication and Customer Value Co-Creation Behavior needs further study. This thesis explores the mechanism of Integrated Marketing Communication on Customer Value Co-Creation Behavior. Specifically, from the perspective of customers, with “S-O-R” theory and Social Exchange Theory as the theoretical basis, taking Chinese-made Beauty Makeup Brand as the research object, this thesis constructs a research model that Integrated Marketing Communication positively influences Customer Value Co-Creation Behavior through the Brand Relationship Quality. Based on the data collected from 505 questionnaires, we use SPSS26.0 and AMOS24.0 test the reliability and validity test, main effect test and intermediary test to verify the relationship model among variables. The results show that IMC positively affects Brand satisfaction, Trust and Commitment, and above three positively affect Sponsored and Autonomous Value Co-Creation Behavior. Brand satisfaction, Trust and Commitment mediated the relationship between IMC and Sponsored and Autonomous Value Co-Creation Behavior; Brand Satisfaction positively affected Brand Trust, Brand Trust positively affects Brand Commitment. Finally, we put forward three management practice inspirations for China-made Beauty Make-up Brand, one is to integrate and coordinate internal and external resources; the second is to pay close attention to the customer's attitude and build a long-term good customer brand relationship; the third is to attach great importance to the customer's voice and guide customers to create value.
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