贵州财经大学学报

›› 2016 ›› Issue (06): 26-40.

• 工商管理 • 上一篇    下一篇

B2B品牌形象线索的探索性研究——基于网络评论及访谈的内容分析

卢宏亮1,2, 张岩2   

  1. 1. 东北林业大学 农林经济管理博士后流动站, 黑龙江 哈尔滨 150040;
    2. 东北林业大学 经济管理学院, 黑龙江 哈尔滨 150040
  • 收稿日期:2016-07-02 出版日期:2016-11-15 发布日期:2016-12-01
  • 作者简介:卢宏亮(1981-),男,黑龙江泰来人,博士,博士后流动站在研人员,副教授,硕士生导师,研究方向为B2B营销、品牌管理、林业企业管理;张岩(1994-),男,辽宁大石桥人,东北林业大学经济管理学院学生,研究方向为市场营销。
  • 基金资助:

    国家自然科学基金项目“转型经济背景下B2B品牌资产的来源路径、作用机理及溢出效应”（71302065）；中央高校基本科研业务项目（2572014CC05）；中国博士后基金项目（2014M550179）；黑龙江省博士后基金“基于B2B2C视角的黑龙江省资源依托型工业品品牌战略研究——以森工、石化产业中的成分产品为例”。

An Exploratory Research on the Clues of B2B Brand Image-Based on Content Analysis of Web Reviews and Interviews

LU Hong-liang1,2, ZHANG Yan2   

  1. 1. Northeast Forestry University, School of Economics and Management/Postdoctoral Research Station of Agriculture, Harbin, Heilongjiang 150040, China;
    2. Northeast Forestry University, School of Economics and Management, Harbin, Heilongjiang 150040, China
  • Received:2016-07-02 Online:2016-11-15 Published:2016-12-01

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摘要： 在企业间营销过程中，品牌的作用日趋明显。积极的品牌形象有助于在企业顾客心目中形成良好的印象，进而影响其购买意向。品牌形象线索是采购商感知供应商品牌属性的依据和途径。本文采用“网络民族志”的研究方法，就互联网上采购商对于供应商的评论进行内容分析，得到83条概念线索及21个范畴，最终归纳为7个核心类属：产品形象、服务形象、人员形象、使用者形象、网络形象、社会形象、企业形象。通过梳理7个类属之间的关系以及深度访谈，最终验证得出企业形象对于其他形象线索有统领作用。

关键词: 企业间营销, 品牌, 感知形象, 网络民族志

Abstract: In the process of B2B marketing, the role of brands has become more evident. A positive brand image will help to form a good impression in the mind of buyers and thereby affect their purchase intentions. The clues of brand perception are some effective approaches for buyers to perceive the brand attributes of suppliers. In this study, Network Ethnography is used to make the content analysis of buyers' comments for the suppliers on the Internet, and extract 83 conceptual clues and 21 categories. Ultimately, seven core categories which are product image, service image, staff image, the user image, the network image, social image and corporate image are summarized. The paper reviews the relationship between the seven classes, and verifies that the corporate image can lead the other images through interviews in the final.

Key words: business to business marketing, brand, perceived image, network netnography

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