摘要:
以文献调研方法,构建林业企业品牌营销策略与营销绩效关系理论模型并提出研究假设。通过对37 家新疆
林业企业样本的实证分析,证实林业企业品牌营销策略的4 个策略组合对营销绩效具有正向影响作用。基于研究
结论,可以从产品或服务的功能性形象、体验性形象及象征性形象3 个方面提升品牌形象策略的应用,从产品或服
务的目标市场细分、种类差异化、价格差异化等3 个方面提升品牌定位策略的应用,从品牌知名度、种类数量、相关
性等方面提升企业品牌延伸策略的应用,从处理好品牌与消费者的关系、品牌与产品的关系、品牌与品牌的关系、
品牌与利益相关者之间的关系4 个方面提升品牌关系策略的应用,进而提升新疆林业企业的营销绩效。
Abstract:
By means of theoretical investigation, this paper comes up with a research hypothesis and
builds up a theoretical model of the relationship between brand marketing strategies and marketing
performance of forestry enterprises. Based on the empirical analysis of 37 forestry enterprises in Xinjiang
Uygur Autonomous Region, it is proved that the combination of four marketing strategies can have positive
effects on the marketing performance of forestry enterprises. According to the study, the marketing
performance of forestry enterprises in Xinjiang could be escalated by enhancing the application of brand
image strategy from the aspects of functional image, experiencing image and symbolic image; enhancing
the application of brand positioning strategy through the segmentation of objective markets, as well as the
differentiation of products and prices; enhancing the application of brand extension strategy through the
popularity of brand, products diversification and products correlation; and enhancing the application of
products, between brands and brands, and between brands and stakeholders.
百度学术
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