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论文编号：	7541
作者编号：	2120132392
上传时间：	2015/6/12 16:17:56
中文题目：	环境不确定性条件下供应商品牌导向 对品牌绩效的影响研究
英文题目：	Research the effect between Supplier’s Brand Orientation and Brand Performance under Uncertain Environment
指导老师：	李桂华
中文关键字：	供应商品牌导向；品牌绩效；关系专用性投资；组织间合作性沟通；环境不确定性
英文关键字：	supplier’s brand orientation；brand performance；relationship-specific investment；collaborative communication；environment uncertainty
中文摘要：	一个强有力的品牌是一个企业重要的资产，并可以成为该企业可持续竞争优势的关键来源。随着互联网的普及，电子交易市场得到迅猛发展，技术的更新换代速率加快，B2B市场迎来了前所未有的巨变，工业品客户面对的市场信息成数量级增长，产品的同质化也更加严重，B2B品牌化能够在市场的各种“噪声”中帮助潜在客户快速甄别产品，做出快捷正确的选择。然而，我国国内关于B2B品牌的研究相较于国外是比较滞后的，除了理论层面，在实践层面上，我国B2B市场中供应商整体的市场竞争能力薄弱，特别是供应商品牌的作用能力非常不明显，在品牌意识和品牌运营方面的能力也比较弱，这种情况的出现大体源于主体需求的不足以及我国理论界对B2B品牌的重视程度不够。 本研究基于B2B市场中组织间关系视角，以环境不确定性为调节变量，引入组织关系中关系专用性投资和组织合作性沟通两个概念，并将它们做为中介变量，探索分析品牌导向对品牌绩效的影响。在实证研究中，运用AMOS17.0对样本数据进行分析，发现关系专用性投资和组织间合作性沟通这两个变量对于供应商品牌导向与品牌绩效之间的关系具有中介作用，环境不确定性也调节了组织间合作性沟通与品牌绩效之间的关系。 本研究是一个采用组织间关系视角研究品牌导向与品牌绩效关系问题的，并且已有研究中也少有研究供应商品牌导向对品牌绩效的影响，因此，可以说本研究的创新意义很大。本研究的结果一方面丰富了B2B市场品牌管理的理论，另一方面它也将会为供应商的品牌导向战略实施提供新的思路，有助于指导供应商的实践。图1幅，表22个，参考文献58篇。
英文摘要：	A strong brand is an important asset for a company for it can be a key source of sustainable competitive advantage. With the development of internet, e-trading market and technology, B2B market is experiencing a great change. The result of it is the information explosion and more severe product homogeneity. A successful B2B brand can be helpful when potential customers try to seek the best product and make a right buying decision. However, not much attention has been paid to the research on B2B brand management and related theories or studies are scarce. Therefore, supplier’s ability of brand management is weak. This article aims to empirically analyze that the supplier’s brand orientation impact on brand performance under the inter-organizational relationship perspective in B2B market. In this research, environment uncertainty would be treated as moderating variable and two concepts which exist in organizational relationship---relationship-specific investment and collaborative communication would be regarded as mediators. In empirical research, this study uses the software of AMOS17.0 to analyze sample data. The results show that relationship-specific investment and collaborative communication mediate the relationship between supplier’s brand orientation and supplier’s brand performance. There are few papers concerned about the relationship between supplier’s brand orientation and brand performance, however, the article focused on inter-organizational relationship perspective is fewer or could be treated as a creative point. This study of this perspective has significant innovation and it will enrich brand management theories in B2B market. Furthermore, the consequence of this research will provide new insights for the implement of supplier’s brand strategy which could conduce to instruct the practice of suppliers.
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