B2B品牌资产引擎模型的重构----基于浙江装备制造业的分析

Reconstruction of B2B brand equity engine model

摘要:

不同于以往的B2C品牌引擎模型,本文将B2B品牌资产的驱动因素从“硬性”和“软性”两个层面展开,构建全新的B2B品牌资产引擎模型。并以浙江省装备制造业为例,通过问卷调研,运用结构方程模型对模型各路径进行检验,最终确定了模型中各指标的权重。结果表明,由公司声誉和关系认同共同构成的品牌亲和力是决定B2B企业品牌资产的主要因素,功能表现对品牌资产也有正向影响。此外,明确B2B品牌资产建设中的关键指标分别为设备故障率、客户导向、同行推荐和互利,这对于浙江省装备制造企业进行品牌建设具有指导意义。

关键词:B2B营销;品牌资产引擎;装备制造业

Abstract:

Different from the previous B2C brand engine model, this paper build a new B2B brand equity model both in "hard" and "soft" sides. Taking equipment manufacturing industry of Zhejiang Province as an example, through the data from questionnaire survey, the model is empirically tested via SEM, and the weights of each factor are calculated. The result show that brand affinity, which is composed of corporate reputation and relational identity, is the main factor to decide B2B brand equity, the performance has a positive effect on B2B brand equity as well. In addition, the key indicators of B2B brand equity are equipment failure rate, customer orientation, peer recommendation and mutual benefit, which are of significance for the brand building of the equipment manufacturing enterprises in Zhejiang province.

Key words:B2B marketing; brand equity engine; equipment manufacturing industry