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论文编号：	7568
作者编号：	1120120782
上传时间：	2015/6/15 16:58:29
中文题目：	供应商要素品牌价值形成的资源条件与作用机制研究
英文题目：	The Research on the Resource and Function Mechanism of Supplier’s Ingredient Brand Value
指导老师：	李桂华
中文关键字：	供应商要素品牌化；要素品牌价值；资源条件；制造商依赖；制造商重购意愿
英文关键字：	supplier ingredient branding; ingredient brand value; resource condition; manufacturer dependence; manufacturer repurchase intention
中文摘要：	为充分满足制造商与消费者不断变动的需求，越来越多为终端产品提供生产要素或构成部分的供应商开始实施要素品牌化。供应商要素品牌化的实质是围绕品牌对企业的资源条件进行管理与配置，以要素品牌为载体创造和传递价值，对制造商形成推动效应或拉动效应，进而维系与现有制造商的交易关系。尽管企业管理实践表明供应商能通过要素品牌化获得回报，但理论界针对要素品牌价值的研究尚有欠缺，无法有效回答要素品牌价值形成受到哪些资源条件的影响，以及要素品牌价值如何作用于制造商购买行为等问题。在理论发展与实践需要的双重推动下，本文采用质性研究与量化研究相结合的混合研究设计，对供应商要素品牌价值形成的资源条件与作用机制展开研究。本文的主要研究结论包括：（1）通过多案例研究发现，影响要素品牌价值形成的资源条件包括产权型资源和知识型资源两类，其中产权型资源包括要素资源特征、终端市场投入和技术研发投入；知识型资源包括品牌塑造经验、关系适应能力和服务支持能力。（2）实证分析显示，产权型资源中的要素资源特征对产品核心价值与市场战略价值均具有正向显著的影响；终端市场投入对产品核心价值的影响不显著，但正向影响市场战略价值；技术研发投入对产品核心价值具有显著正向影响，但对市场战略价值的影响不显著。知识型资源中的品牌塑造经验与关系适应能力对两个维度的要素品牌价值都具有显著正向影响，服务支持能力显著正向作用于产品核心价值，但对市场战略价值的影响不显著。（3）要素品牌的产品核心价值与市场战略价值均对制造商基于利益的依赖和基于成本的依赖具有正向显著影响，同时两种类型的依赖都能正向影响制造商的重购意愿；两种类型的依赖在产品核心价值与制造商重购意愿间具有不完全中介效应，但在市场战略价值与制造商重购意愿的关系中则具有完全中介效应；技术动荡性正向调节产品核心价值与制造商重购意愿的关系，但对市场战略价值与制造商重购意愿的负向调节假设未能得到数据支持。本文的研究价值与创新之处在于：（1）本研究是首个采用质性研究方法针对影响要素品牌价值形成的资源条件进行分析的学术性研究，不仅弥补了要素品牌价值形成动因探讨匮乏的不足，也有助于对要素品牌化现象和实践做出深刻的理论解释。（2）本研究突破已有文献探讨单一资源条件与品牌价值关系的固有思维，采用大样本数据对不同类型资源条件与要素品牌价值之间的关系进行实证检验，为未来从战略层面考虑要素品牌价值创造与传递奠定了理论基础。（3）与已有研究不同，本研究进一步探讨了要素品牌价值不同维度对制造商重购意愿影响的内在机制，并通过检验中介效应和调节效应，全面解释了要素品牌价值与制造商重购意愿之间的复杂关系。
英文摘要：	In order to fully satisfy the changing needs of manufacturers and consumers, more and more suppliers who provide end product production elements or parts of product begin to implement the ingredient branding. The essence of supplier element branding is the management and configuration of company resource conditions surrounding brand. Ingredient brand could be treated as a carrier to create and deliver value to manufacturers and come into being effect of push or pull. It could maintain a trading relationship with the existing manufacturers. While enterprise management practices show that suppliers could get returns through the ingredient branding, theoretical study of ingredient brand value itself is absent. The recent researches are unable to effectively answer the questions that which kind of resource conditions could influence the element brand value formation and how the ingredient brand value acts on manufacturers purchase behavior. In theory development and practice requirement to double, this paper attempts to use the combination design of qualitative and quantitative research to analyze the resource conditions of the supplier’s brand value formation and mechanism. In this paper, the main research conclusions include: (1) through the case study, we find that influence factors of ingredient brand value resource conditions including two kinds of property type resources and knowledge type resource. Among them, the property type resource includes resource characteristics, the terminal market investment and R&D investment; the knowledge resource includes brand building experience, relationship adaptability and service ability. (2) From the empirical analysis, in the property type resources, the characteristics of ingredient brand have positive significant effect on the core value of product and market strategy value; terminal market investment has no significant impact on the core value of product, but affects the market strategic value; technology R&D has a significant positive influence on the core value of product, but no significant influence on market strategic value. In knowledge resource, brand building experience and relationship adaptability have significant positive influence on two dimensions of brand value and service ability significantly positive affects the core value of product, but it has no significant influence on market strategic value.(3) Both the core value of ingredient brand and the market strategic value have positive significant effects on the profit-based manufacturer and cost-based manufacturer. At the same time, these two types of dependence can positively influence manufacturers’ repurchase intention; Two types of dependence have incomplete intermediary effect on the relationship between core value of the product and the manufacturer repurchase intention, but it has complete intermediary effect on the relationship between strategic value in the market and the manufacturers’ repurchase intention; Volatility technology could positive adjust the relationship between core value of the product and the manufacturer repurchase intention, but the negative adjustment hypothesis of market strategic value and the manufacturer repurchase intention could not get data to support. The value and innovation of this paper include: (1) this study is the first academic research to adopt qualitative research method in view of the influence factors of the brand value. It is an analysis of the resource conditions not only make up for the lack of the ingredient brand value formation discussion, but also can help to make profound theoretical and practical research of ingredient brand phenomenon. (2) this study attempts to break the inherent thinking of existing literature review that single resource condition relates with brand value. A large number of sample data would be used to empirically study the relationship between the elements of brand value and different types of resource conditions. (3) Different from the existing researches, this study further discusses the intrinsic mechanism in different dimension of ingredient brand value influence manufacturers repurchase intention. Also, through the inspection of intermediary effect and regulating effect, it will fully explain the complicated relationship between the ingredient brand value and manufacturer repurchase intention.
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